According to McKinsey, personalized messages can increase sales by 5% to 15% and according to Marketo, 85% of end users expect it! Creating personalized marketing messages can be difficult, but if you start with just one person in mind when crafting a message, the process is much more efficient and generally more successful. Recognizing the human reading or viewing the message is essential, so create a space for them to feel special. There is a trend towards personalized messages, but the application must be designed to be or appear personalized.
The email I received from Coach is a perfect example of how not to do this. I had a pair of black moccasins in my basket and they sent me an autoresponder telling me that if I like black moccasins, I will love flowery handbags… hmmm, this is not a good match . A member of the Coach Marketing team should review the recommendation settings to make sure the AI engine is doing its job for the recommendations. Make sure someone on your team is handling autoresponder messages so they’re consistent with the humans reading them.
Some key elements of a marketing message are your product, your target market, your character (a general description of the person and their needs), that character’s pain point, keywords and phrases, written content that is the basis of the video, podcast, memes, and other social media posts that you’ve described for the outcome you’re looking to achieve. It can be a complicated situation for what takes priority. The reality of a marketing campaign is that the priority of this list of activities is based on the character / person, the experience they enjoy, the communication method they prefer and the way they are delivered – email, blog, video, etc. For example, an email requires different thoughts than an SEO-optimized landing page or a direct mail letter.
The method of communicating with your targeted personality depends on how they prefer to “consume” the content. The persona designation is based on demographic (statistical characteristics of a human being) and psychographic (characteristics of their attitudes and aspirations). Then there are hypotheses, which must be tested to be validated. If you’re marketing to 40-year-old female entrepreneurs, Pinterest (70% of users are female) and LinkedIn (43% female, but business-oriented) may be just as likely to be ahead of them. But you have to generate content and track results to validate this speculation.
Creating a clear path through a Lead Map of Personality, Message, Medium, Channel and Purpose will enable a campaign that can be innovated. If you’re looking for female business buyers, it’s essential to check out the platforms they use for information on business solutions, like LinkedIn.
When you focus on a person or character to convey your message to, you have a better chance of creating a customer. If you personalize it to the individual, you will have a customer for life.
Emanuel Rose is the founder of StrategiceMarketing.com and has over 20 years of business experience in sales and marketing, including using Google Maps and lead generation. He has extensive experience in designing, managing and optimizing marketing campaigns to drive sales growth and is committed to getting results by focusing on the customer first. As well as being obsessed with your marketing results, Emanuel is a fly fisherman.