In an increasingly competitive global marketplace, businesses of any scale or size are faced with a dilemma. They want to attract new customers, but keep them for the long term. Securing their loyalty is important to achieving that goal. The range of purchasing choices available to consumers can be overwhelming. How can one business survive in such a saturated market and leave a lasting impression? There is a myriad of answers to this question, but one strategy can be effective to become an everlasting brand: using personalization when engaging customers in their digital experience. 

Segmented Marketing

If your company is not making full use of the digital resources available, you can be sending potential customers toward your competitors – because they will likely find and engage with your target demographics eventually anyway. By using performance analytics on your websites, social media pages, and email campaigns, you can isolate various user segments in one of the most efficient ways possible. By analyzing the data that is available to you, you can uncover audiences who you may never have expected to be in your target.

Leveraging User Data via Engagement

Once you begin to utilize the power of analytics to uncover your audience, you can take steps to personalize your engagement with them. Knowing what each customer is interested in and looking for in their searches or purchases are effective ways to personalize your content. An example of this might be sending different email newsletters based on which of your emails various subscribers have put in their cart but not purchased in the past.

You could take it to the next level for your customers by personalizing the experience further. There are a number of ways to accomplish personalization. One option is to make recommendations for future purchases based on those made in the past; if a customer buys an item or two on your e-commerce site, you might email that person a recommendation of value-driven packages designed to streamline the customer’s buying choices. Another way to personalize engagement is to use social media analytics to send specific content to users; you can do this by paying attention to their public discussions and patterns on social media.

Making It Personal

No matter which marketing strategies you employ, don’t forget that the more individualized the process is, the greater the impact it may have on your audience. Whether you use digital analytics of online engagement, or you remember each shopper’s name and preferences as they frequent your brick-and-mortar store, keep it personal. Many customers will appreciate that your business cares enough to make the effort, and that could have a significant effect on retention rates and sales.