It is important to remember that every consumer is a person. Treating them accordingly can have a tremendous impact on your marketing initiatives and the customer experience you provide. “Personalization works, according to The Rise of Personalized Commerce study. Results showed 70% of companies using advanced personalization in their marketing helped them earn a 200% return on investment (ROI).” An investment in a marketing automation platform will help you gather customer data and perform your marketing efforts from one centralized platform. Here we take a look at how to personalize some key channels.

Business Intelligence Needed To Personalize Marketing:

• The products/service offerings your customers browsed on your website
• The products/services they’ve purchased (if any)
• The actions they’ve taken on your social media channels
• The coupons, promotions, and special offers they’ve responded to

Email Marketing

Email can be easily personalized by a customer’s name or location, but there is more needed to truly have an impact. Customer data and marketing automation tools allow you to send special offers that are tailored to individual customers without having to craft each one separately. This can be especially effective when used in conjunction with customer loyalty programs, holiday greetings and company newsletters. Keeping your brand in front of your customers and providing them value will help create loyalty.

Social Media Marketing

Engaging on social media is a great way to get to know your customers on a more personal level and get them more comfortable and familiar with your brand. Running social media only promotions like photo contests can help drive engagement and relate to your audience. Live podcasts and webinars allow you to interact with your followers in real time, which adds a human element to your marketing efforts. Asking for product and service reviews and other feedback through online surveys can help you improve operations and offer the right products.

Face To Face Engagements

The customer experience in small business will often come down to the quality of face to face engagements. When a customer enters your store, you want them to be comfortable. The purchase and payment process should be easy to navigate and leave the customer wanting to come back. Customer service and returns should be handled with respect and with an empathetic approach. People like to buy things from people they like. Get to know your customers and make their in-store experience as enjoyable as possible.

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