The digital marketing world has evolved massively over the past decade. We went from traditional advertising on television and pop-up ads to social media and influencer marketing. But, with the majority of these marketing methods, it’s incredibly difficult to add a personal touch that will connect directly to your target audience.
It’s difficult to address both the CEO of a company and a young aspiring marketing manager with the same message. The most effective way to market your product or service is to add a more personal touch to your message and use language and ideas that will appeal directly to them. This is simply impossible to do with social media marketing, which is currently one of the world’s major business focal points.
You might get your business seen by many people, but it’s not always being seen by the right people. Even then, you’re not catering to everyone’s personal needs and preferences, only a small percentage of them. So, how can you personalise your marketing to ensure that you are maximising your ROI? All you need is a CRM and a contact list — keep reading to see how it works.
Is Personalised Marketing Effective?
Personalised marketing has become more popular in recent years, but the question on everyone’s mind is: “does it really work?” If you’re wondering whether marketing with a more personal touch really makes a difference, take a look at HubSpot’s 24 data-backed reasons why personalised marketing works.
Studies have shown that customers react far better to personalised marketing than a simple blanket email. This personal touch allows the business to connect to its customers, rather than just trying to sell them products or services.
Ultimately, you need to understand your customers to ensure that you’re connecting with them on a personal level. An email sent to the marketing manager would look different to an email sent to a sales consultant for example. This differentiation in your message, tone of voice, and even the product or service you’re marketing will make a big difference in creating a more personal bond with your customers.
The main obstacle that you’ll face in personalising your marketing is building up a detailed contact list. In order to make your personalised marketing as effective as possible, you need to gather as much information about your customers as possible. From their contact details to their job titles, and even their geographic locations. Any of this information can help you to better segment your contact list and send out more effective marketing material.
How a CRM allows you to Build a Contact List
If you’re using a CRM, you can build up an extensive contact list with ease. The majority of CRMs will allow you to create forms on your website that allows you to capture information. You need to make sure to create the correct prompts and questions that will allow contacts to build up their profile on your system.
For example, you can ask them which job title is most relevant to them, which country or region they are based in, and much more. Using these capture forms allows the CRM to build up a detailed profile of each customer, which is then stored securely in your business’ centralised database which is perfect for email marketing campaigns.
Once you’ve built up a solid database of contacts, you can start to plan how you’re going to segment them into different groups to send them personalised emails.
Segmenting your Contacts
Many CRMs can segment your contact list for you based on a specific range of data that you choose. This makes it much easier to personalise your marketing emails and send them to the relevant contacts that you already have saved into your CRM system.
Dividing your contact list into different groups will help you to personalise your marketing based on specific parameters that you set. But, you will still be responsible for creating content that is relevant to your audience.
There are hundreds of different ways that you can segment your contact list. You can communicate with your customers in different ways. 70% of people are frustrated with irrelevant emails — this shows that if you’re spamming your contact list with blanket marketing emails, you could lose them altogether.
Building Relationships
With your contact list built up and personalised marketing emails sent out, it’s time to start building relationships with your customers. It’s impossible to start a new email campaign for every customer that signs up to your email list. But, you can use your CRM to automate this process, which makes it much easier to ensure that every new customer that signed up using your form will receive the same emails. But, you can use these emails to learn more about your contacts and understand what they’re most interested in.
Building relationships is as simple as personalising the emails that you send to each of your contacts. Whether it’s recommending specific products or services based on a contact list’s geographical location or sending a free eBook that is relevant to marketing managers.
Conclusion
In a world where everyone is constantly bombarded with all sorts of marketing campaigns, personalisation is the best way to connect to your customers. It might take some time and effort to set up, but if you’re using a CRM, personalised marketing becomes a breeze. Get in touch with a GoCRM expert to find out how you can get your personalised marketing set up as soon as possible.
