Personalized Marketing Content: Why it Matters Renee King / April 28, 2021
Challenging times can provide companies with opportunities to prove to their customers and the rest of the world that they are there to help when it matters most. But, reaching your customers online with authentic and meaningful messaging often requires targeted, personalized content. This shows prospects you see and think beyond the obvious and connect with your customers creatively, and with empathy.
Show Customers You’re Listening
Personalized content is more important than ever in a world where people’s lives have changed so much due to COVID-19. Delivering the best personalized content requires strong marketing strategies and a seamless online experience to meet people where they are.
Think of it as a conversation. Imagine that someone is telling you about their day, and you’re either not fully listening or you don’t quite understand something they’ve said. You have a couple of options. 1) Respond with a generic “That’s nice” or a smile and head nod. 2) Guess what they’ve said and respond from that. For both options, the probability of success is low.
Your customers share their thoughts, feelings, likes, dislikes, and their typical coffee order as data, and they know when you’re not listening. For example, industry-related topics are always beneficial when establishing your expertise in a particular field. But when you take it a step further and layer personalized content that speaks directly to a particular demographic–this is much more effective in grabbing their attention.
Adjust your messaging accordingly, and keep adjusting, because your customers are going to keep changing. You have to present the right message to the right customer on the right channel at the right time.
Deeper Connections Build Loyalty
Community and feeling connected are likely to remain important as we transition to a post COVID world. This will increase the value of customer relationships even further. Businesses that have taken steps to personally engage with customers during this difficult time will take customer loyalty to unprecedented levels, only seen before by the most iconic and most trusted brands. Over the years, those brands have built passionate customer loyalty. Difficult times call for creativity and new ideas. It is the perfect time to develop a personalized digital marketing strategy for retaining customers and gaining new ones.
VendCentral is a digital marketing agency solely focused on the refreshment services industry. Our team of digital marketing specialists can help deliver personalized, targeted messaging for your company. Interested to learn more about how we can help? Let’s chat! Contact us today to get started.