Personalization 101: Methods to Personalize Your Advertising to Appeal to Extra Clients
Personalized marketing creates a specific experience for individual users. While marketers have had certain experiences for a group of users in the past (think of basic retargeting ads or copies of landing pages), the digital landscape is maturing.
Excellent marketing no longer means choosing an audience on Facebook that can be seen and hope for the best. This means interacting with customers depending on the phase of the Customer Value Journey (CVJ) in which they are.
Personalized marketing is a strategy that allows people to display different landing pages, ads, and emails depending on how they interact with your company.
That may sound futuristic, but trust us – the future is here. Marketers are already using these strategies and are becoming masters of personalized marketing. We want you to get on this train too … before it leaves the station.
What are examples of personalized marketing?
Custom landing pages
Austin Distel, CMO at Proof, perfected his personalized marketing strategy last year. At the Traffic & Conversion Summit, he showed us exactly how his landing page personalization works.
When a user visits the proofing website for the first time, this landing page is displayed:
In order to see the demo (the CTA of this landing page), the website visitor must first tell Proof what type of company he works or works for.
Cue the personalization. Knowing where the visitor works contains all the information that Proof needs to personalize the copy the next time they reach the landing page. Let's say the visitor chose the "SaaS" option. If you go back to the proofing landing page, you will have a completely different experience.
You will see this:
Can you see the difference
Proof has the heading "See why the fastest growing SaaS companies use proof to attract more users." If the visitor had chosen an e-commerce company, the next visit to the website would show them this page:
Notice the changing headline: "See why the fastest growing ecommerce companies use proof to increase product sales and average order value."
What happens when an ecommerce owner or marketer of an ecommerce company sees their business and specific vulnerabilities on the landing page? You can see that Proof knows exactly what they need and not what every company needs.
(Note: Personalized content is perfectly tailored to your customer avatar. It is content that your customer avatar wants to read, view and listen to. Not sure who your customer avatar is? Sign up for DM Insider FREE and get yours Customer avatar worksheet right now!)
Retargeted Shopping Cart Ads
We see the same in the e-commerce area.
Companies can use retargeting ads to show Facebook and Instagram users the items they left in their shopping cart on the page of a previous website.
The mega-clothing company Revolve (whose IPO reached a market capitalization of $ 1.47 billion) is no stranger to social media marketing. You switched to the majority of clothing brands on social media ads and are now on the way to the next trend in personalized marketing.
Less than 24 hours after strategically placing items in a shopping cart on the Revolve website, they showed us the same items in a sponsored carousel post on Instagram.
Here is the Revolve shopping cart:
And here is the Instagram post:
Why personalized marketing is important
From a consumer perspective, we can see why it is useful when a SaaS company responds directly to our needs, or when an e-commerce company reminds us of products we want to buy. It automates part of the buying process and helps us make our decision (do we want it or not?).
In his book Marketing to Mindstates, the founder and CEO of Trigger-Point Will Leach describes the 4 factors that influence buying decisions:
- Place: Is your customer in a place where he can buy your product?
- For example, if you're driving, you probably can't buy it right now
- People: Is there a customer near you who can influence your motivation to buy?
- For example, are you close to other business owners who just signed up for proof?
- feelings: What mood is the customer in when they read your website, advertisement, email, etc.?
- For example, have you just found out how much you owe the IRS in taxes and are really feeling short of cash?
- Framing: Does your message contain a framework for the problem and the solution that you will give them?
- For example, Proof bases its solutions on the type of business that a marketer needs.
Framing is the only factor that a marketer can control, There is no way to control your customer's location, the people around them, or the feelings they have 100%. Thanks to personalized marketing, however, you can control how you structure the message.
Personalized marketing gives you specific control over how this message is framed. This means that you are not working for groups like today, but for individuals.
And consumers are open to it.
takeaways
Personalized marketing creates a different experience for users based on their previous interactions with a website.
Examples of personalized marketing are user-based landing pages and retarget ads based on a user's abandoned shopping cart.
91 percent of consumers say they are more likely to shop with a brand that gives you personalized offers and recommendations.
(Note: Personalized content is perfectly tailored to your customer avatar. It is content that your customer avatar wants to read, view and listen to. Not sure who your customer avatar is? Sign up for DM Insider FREE and get yours Customer avatar worksheet right now!)
