Personalisatie in marketing: meer doen op sociale media

5 maart 2018 3 reacties Ana Gotter

Personalisatie, of gepersonaliseerde marketing, richt zich op het geven van specifieke inhoud aan de mensen die het relevant zullen vinden.

Aanbevelingen die vrijwel zijn afgestemd op specifieke personen zullen, niet verwonderlijk, na verloop van tijd een veel hoger slagingspercentage hebben.

En nu, met onze marketingtechnologieën zoals ze zijn, wordt personalisatie steeds wijdverspreider en belangrijker dan ooit.

Een  studie uit 2017  van Monetate wees uit dat 79% van de bedrijven die de omzetdoelstellingen overschreden, een documentatiestrategie voor personalisatie hadden .

In deze post gaan we het belang van personalisatie in marketing nader bekijken , waarom het zo belangrijk is en hoe u de personalisatie kunt verhogen met zowel socialemediamarketing als uw Google Adwords-campagnes .

Ik heb bijna anderhalf jaar bij Kay Jewelers in de verkoop gewerkt en ik kan je vertellen dat ik veel liever een terugkerende klant zou zien dan een geheel nieuwe klant.

It wasn’t that I didn’t like meeting new people (the opposite was true, and it’s the thing I might miss most about that job), but instead because it’s so much easier to help returning clients you know well. I could even flag a few down as they were walking past the store to go to the movie theatre next door with a quick “We have this gorgeous necklace that matches the blue diamond bracelet you bought last month."

This shows the importance of personalization

What Is Personalization in Marketing?

Some of the best salespeople can cater everything about a presentation to the customer in front of them. I had some men who came in who wanted to know the hard facts of the 4 Cs, and I focused on all the data. Others came in, all swept up in the romance; I called over a co-worker who loved to love love.

This is much more difficult to do with marketing messaging, but with the advancement of technology, it’s becoming increasingly possible.

Amazon can show you a whole laundry list of product recommendations for things you might want to buy based on your past purchase history. Email autoresponders can shoot you a message reminding you about an item that you’ve added to your cart but haven’t bought yet.

In a world where we’re struck down with a combination of information overload with too many choices and straight up decision fatigue, this is a big deal.

If you’ve ever been out shopping and saw something that you knew would just make the perfect gift for someone, that’s the same feeling good personalized marketing should give you. It feels perfect for you, and it increases the chance of conversions significantly.

Personalization in marketing will not only increase conversions, it can also strengthen customer relations.

Your customers will feel like your brand gets them and their needs, and more purchases over time lead to a strengthened bond. It’s much cheaper (and a lot simpler) to keep a client, after all, than to acquire a new one, but personalization can help you do both.

Personalization in marketing is undoubtedly important. We know that.

Now let’s take a look at how to utilize personalization to get more conversions and build stronger relationships on social media.

Retargeting Campaigns

Retargeting campaigns have incredible capabilities now on Facebook and Instagram.

You can target users, for example, who have looked at certain pages but not converted, utilizing dynamic ads to show them the exact product they were contemplating purchasing. This is about as personal as it gets, and you can even put products into different groups to show more relevant ads to the right people.

In many cases, segmented marketing also allows for incredible personalization in ads.

Showing users products with specific copy designed to appeal to common pain points or overcome objections can help the customer feel like you really get them. This can help to win them over a lot faster and build a strong foundation for a relationship early on.

Many email distribution tools like MailChimp can give you some of this information (like which customers purchased which products), which you can use to develop these campaigns.

DSW, for example, knows that I’ve ordered both booties and slip-on sneakers in the past year. They showed me ads for both. This was excellent retargeting.

Even re-engagement campaigns with copy like “It’s been awhile and we’ve missed you" can feel a little more personal to users who haven’t purchased recently. It reflects on their current standing with your business, and even though it’s clearly a mass email, it doesn’t necessarily feel like it to many users.

Personalized Videos

Recently, we’ve been seeing some personalized videos pop up. One example of this is the little videos Facebook likes to make for users, showing them the social history of a particular friendship, or all the highlights from their birthday messages. These videos are immediately personalized. They are, in fact, about as personal as you can get.

Cadbury ran a campaign in Australia using a somewhat similar tactic. They used Facebook information like a user’s age, location, and even their interests after users agreed to connect with the brand and let them see their on-platform information. Then, they used this information to match users with a flavor of chocolate and created a video using this and a combination of personal photos and information. It was generated automatically, and users were given a truly personalized video.

Cadbury GLOW | George Young’s personalised video

 

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The campaign was, undoubtedly, a huge hit. While this would be a little pricey for a lot of small businesses to implement, this sort of tactic is possible. It’s basically a slightly more complex version of a quiz you ask users to take, which we all know users love to share on their own profiles. Over time, this technology may become even more accessible to more brands.

Personalization in Google AdWords

It’s definitely a lot easier to offer personalization in both organic and PPC posts on social media than it is to create personalized ads on Google AdWords.

That being said, it’s still possible to take a few small steps to make some of your AdWords campaigns feel like they’re a perfect fit to the viewer’s search query.

The solution to this is dynamic keyword insertion on Google AdWords. This allows you to create a set phrase that will automatically be swapped out with the keyword users searched for.

If, for example, you were running an ad promoting a sale for electronics like televisions, stereos, and speakers, you could have a base ad that reads “Discount on Electronics" automatically be displayed as “Discounts on Televisions" if that’s what a user was searching for.

When you’re entering in your AdWord text, use a {} to signal which phrase you’d like to use as a dynamic keyword, as seen here:

Not all AdWords campaigns fit well with dynamic keyword insertion, however; you can only run these campaigns if you’re targeting keywords that would look good if appearing in the ad copy. “Discount for a Best Buy TV," for example, doesn’t look so good (and is illegal) if you’re Sears.

You can check out this post to see if dynamic keyword insertion is right for your campaigns.

Conclusion

Personalization is marketing is a must-have as it is. It’s going to become even more important as we move forward into the future.

Technologies will continue to increase to make our content more personalized and more relevant, and the businesses who don’t keep up will be left behind (and left in favor of their competitors).

Start now by implementing these small, easy-to-use methods of personalization in marketing on social media. Measure metrics like engagement, clicks, and messages to your Page instead of just sheer reach; this will show that you’re doing well in creating more relevant content.

I’m positive that you’ll see better results, including more sales, better retention rates, and even better re-engagement rates, too.

What do you think? How do you incorporate personalization in your social media marketing? Which strategies have you used before? Share your thoughts and questions in the comments below! 

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