How to Use Personalized Marketing to Improve your Audience’s Experience
Creating marketing that is personal and relevant for your audience is essential for success in 2024. To create true personalized marketing, you’ll have to gain a better understanding of who your audience is and what they care about. From there you’ll have the information you need to build marketing messages that are effective. From choosing the right channels, to optimizing your content strategy, the AFFIRM Agency experts are here to help you.
What is personalized marketing?
When we refer to personalized marketing, we’re talking about crafting strategies informed by data to connect with target audiences and existing customers. So, developing a personalized marketing strategy should be heavily based on marketing research done via methods like surveys and data collection from social listening platforms like Hootsuite. By coming to understand the audience you want to reach, including when they’re active online, what they’re interested in, and what motivates them, you’ll have a framework for creating your strategy.
Tip #1: Define your audience
When you’re getting started with developing your marketing strategy, consider who you’re trying to reach. This is something you’ll need to clarify before crafting your message. Once you know who your audience is, you can curate marketing to resonate with specific groups, addressing their unique desires and interests. For example, AFFIRM serves several Transportation Demand Management (TDM) clients seeking to change the behavior of single-occupancy vehicle commuters. For these clients, we create messages and imagery that highlights the unique benefits the audience receives when they choose alternative modes of transportation like carpools, vanpools, and riding transit. Since our TDM clients are all over the country, we also consider unique geographic or cultural aspects to make messaging more personalized. For example, check out these ads we did for GWRideConnect, located in the George Washington Region of Virginia. Taking the time to get to know your audience will make it easier to create marketing materials that earn results.
Tip #2: Choose the right channel for your audience
Choosing the right channels for your marketing, especially when you’re new to developing an intentional, personalized approach, can be challenging. We recommend getting started by conducting an audit of what others in your industry are doing, including what’s working well and what isn’t. If you’ve been engaging in marketing activities, consider what results you’re currently seeing. What does reach of your promotions look like, and if you have access to this data, what is the makeup of your audience from a location and demographic standpoint? What type of feedback or engagement are you getting? Answering these questions will help you determine if what you’re doing is working and will help you figure out what to do to get the results you want.
Tip #3: Form a relationship with your audience
Did you know that answering a question or complaint on social media can increase customer advocacy by 25%? A massively important aspect of personalizing marketing is to make your audience feel like their individual voice matters. Put together talking points for answering audience questions over phone or on social media. Share updates through your website and on social media. If you’re running a campaign that your target audience doesn’t respond to well, utilize this feedback to make updates to optimize your messaging and materials for better response. Your audience will notice if you go the extra mile to make them feel heard and will reward you with brand loyalty.
AFFIRM Agency can help your business achieve success by helping you develop a personalized marketing strategy to engage your audience. Reach out to us at info@affirmagency.com and we’ll work with you to create a strategy tailored to your organization’s goals.
