Personalization has become a key driver in b2b marketing. When managers have to deal with tight budgets, they get more selective about who they decide to do business with. While knowledge is still very important, relationships built on trust often take a higher priority. Here are ways you can benefit from personalized marketing.
The ideal way to build an online following is to keep adding names to a growing marketing list that is organized into market segments. The marketing list can then be used for sending updated content such as newsletters and emails. This communication can point to links on your website or social media pages. Many times user interest begins with a blog or social media post.
You can enjoy much stronger relationships with your users by building customer profiles that track their tastes, experiences and comments. This strategy can be achieved using email marketing software. By keeping track of customer history, you will be better able to address the needs of each individual. Personas can be defined according to your business, based on factors such as most loyal clients, location and type of vendor.
An effective way to engage with your customers in a personalized manner is to create custom lists that are organized by personas, which are snapshots of buyer lifestyles and characteristics. Each persona represents a segment of the market. Even if you run a speciality business with a well-defined niche, chances are that your brand appeals to multiple types of customers, partly based on demographics.
Sometimes it’s easier to visualize personas by associating them with photos or cartoon characters. You can name the personas, which makes them even more memorable. One of the big advantages of creating a persona is that they help you craft different messages for different segments of your market. Personas are useful tools when you analyze your market and communicate to certain segments through email.
Just as you can expand your marketing list by writing blogs, you can also expand it by responding to blogs. Find out who the thought leaders are in your industry and then start reading their blogs. By posting your comments about their blogs you can develop new relationships that can expand further through social media or email. The more personalized your comments, the better chances you have to be remembered as important to the thought leader. The more thought leaders you know, the more chances you can gain exposure through guest blogging, especially if the thought leader has a big following.
Guest blogging has cross-promotional value and allows both bloggers to expand their audiences. The magic of a blog series is that you can share your expertise with the world through guest posting and have the opportunity to connect with like-minded people. Interactive blogs attract the attention of search engines, especially when the blog is followed by a significant number of other thought leaders.
Spreading the Word Online
There are many different ways to promote your content and attract an online following. Adding personalization when sharing a blog online makes recipients feel important, especially if it’s on social media where others can see the interaction. People like to feel special and connect to entities that interest them. The key to being successful online is to establish yourself as a thought leader who can interact with followers and answer their questions.
Email is still one of the best ways to reach customers, as it allows you to maximize personalization. By using personas, you can send out messages to certain market segments without annoying the people who you know have not shown interest in the past. You can focus on segments most likely to respond to specific campaigns. Make sure your emails use proper concise subject titles to attract attention.
Market research is the ultimate guide to learning what works and what doesn’t with your target market. Analytics allow you to find out what type of content gets the most clicks and how long visitors stay engaged with your content. This data helps you learn how to reach a common ground with each individual. Personalization is the method for letting your customers know you care and want to learn more about them.
More and more businesses are moving toward personalization as a form of communication that builds b2b client loyalty. Customer relation management (CRM) software can be an effective solution for organizing and personalizing your marketing list, blogs and newsletters. You can save upfront costs by subscribing to an email marketing service to help you distribute personalized messages to your clients.