How to Make Your Digital Marketing More Personal - JO Social Branding

How to Make Your Digital Marketing More Personal

When it comes to digital marketing there is A LOT of noise in the space.  From a marketer’s standpoint there are multiple methods to communicate and many stories to tell.

As the target audience of many businesses and organizations, daily emails inundate my inbox with messages to “Buy Now”, “Click Here”, “Read More”, etc.

As a Digital Marketer with messages to shares, how do you stand out among this noise?  

It’s Simple – Be Real and Be Relevant.

You need to take your marketing to a personal level and talk directly to your audience.  In order to do this you need to know:

  • Who you are talking to.
  • What they find interesting.
  • And be okay with talking to a smaller group of your overall audience (target marketing).

Example:

Let’s take a Pet Shop Owner as an example.  The owner could send one email message to their entire email marketing list about upcoming specials and a promotion for 20% off select sale items.

OR

They could divide their contact list and separate list contacts into segments: dog owners, cat owners, bird owners, etc.  Then they could send a targeted email to dog owners sharing a new canine shampoo product line they started carrying. The owner could even add a special coupon for just that product.

The pet shop owner makes the message more real and puts the contact’s name {Name Tag} in the first line of the email.  When the subscriber opens the email, their name is the first thing they see and it feels like the Pet Shop Owner is talking directly to them.

You see what they did?

The owner made the message real by using their name and made the email relevant by targeting the message. 

On top of that they provided relevant content, that was easy to consume (one simple option) and tied directly to their pet’s needs.

This type of communication is the way of the future.  Let’s take a look at Amazon. I highly suggest you read the Entrepreneur Magazine article “Is Amazon’s First Brick-and-Mortar Bookstore the Future of Retail?

Amazon, the King of online marketing is opening up a brick-and-mortar store.  That is right, they are taking their online business and bringing it offline.  Think about when you login to your Amazon account online.  It has your name in multiple places, select items that you would find interesting, past purchases and items others’ purchased who have bought similar products to you.  It even includes the link to buy immediately or save for later.  It is very personal experience and convenient to the shopper.  It almost feels like a personal shopper is doing the work for you.

So how will they replicate this personal experience in a brick and mortar store?  They can’t have sales associates for everyone that walks through the door.

“Amazon is able to achieve this exceptional feat by leveraging data to really understand the wants, needs and hesitations of individual shoppers. It also harnesses the collective consciousness through personal recommendations, cross recommendations and inter-personal references. The overall shopping experience is informative, personal and empowering.” (Entrepreneur Magazine)

The key here is data analysis.  By having an online presence you are gathering data, whether it is through email open and click-through-rates or perhaps it is Facebook insight data.  This data is valuable in understanding who your target audience is and what they want or need from you.

How do you make your marketing more personal?

Ask yourself these 4 questions:

  • Who is your audience(s)?
  • What do they want that you can give them? 
  • What is your message?
  • How will you deliver it?

Let’s revisit the pet shop owner example:

  • Who is your audience(s)? Dog owners
  • What do they want that you can give them? New shampoo
  • What is your message? Introduce the new shampoo product line with a coupon. 
  • How will you deliver it? Targeted email campaign

Now it is your turn!  Take these 4 bullet points and start targeting your marketing.

Have you used targeted marketing campaigns before?  I would love for you to share your experience with the subscribers of this blog in the comments section.

A way I am bringing a more personalized experience to my subscribers is through my new Social Eyes Podcast.  A weekly update of the latest social media news.  You can subscribe or view past episodes here.