Personalization can make or break your success as a business owner. Consumers expect more from the organizations they interact with, especially when it comes to marketing communications and loyalty programs. Although large corporations have ready access to personalization resources, small businesses can also learn how to leverage these tools. From social media to crafting marketing messages around your company’s values, personalization can help create a heightened customer experience that keeps them coming back.
Why Does Personalization Matter?
Businesses should leverage personalization, including online reviews like a Boss Laser Review, since 91% of consumers are more willing to buy from organizations that use it. In fact, 83% of customers are willing to share their information with organizations if it will lead to a more customized experience. Consumers prefer these types of experiences since it cuts down on the amount of information they receive.
Personalization also benefits customers because it gives them more control over the information they receive and which businesses they engage with. The content they receive also becomes more relevant to what they are interested in.
Personalizing your business starts with knowing who your customers are and what they want to hear. This step of the process could involve primary or secondary market research. It’s also possible you’ll need to do both.
Primary market research involves conducting the research yourself with populations that represent prospective customers. Secondary research entails using insights from others’ existing research reports and papers. While primary research can take more time and money than secondary research, it can provide more accurate information.
Once you’ve figured out who your target consumers are, what type of lifestyles they lead, and what they are looking for in products or services similar to yours, you can start figuring out how to communicate with them. This often means crafting different messages for prospective and current customers based on where they are in the buyer’s journey.
For instance, they could be in the awareness stage where they are gathering information. Some of your customers may be at the stage where they’re ready to make a purchase. Others may be seeking out additional information as they narrow their choices.
The second thing you’ll want to do is figure out your customers’ pain points. A pain point is a problem they’re currently trying to solve or a gap that exists between their problems and available solutions. Depending upon the nature of your business, you may have various customer segments with different pain points. For example, customers that shop online versus those that prefer to shop in physical stores.
Another way to customize your business is to craft your message and objectives around your company’s values. A company’s values are often what distinguishes one organization from another. The values are the foundation of why the business exists and why customers should choose to patronize that organization.
A fourth way to customize your business is to amp up your social media efforts. This may mean focusing on Facebook pages and interactions. It could also mean branching out to more than one social media platform, such as LinkedIn and Instagram. Social media platforms are an effective way to communicate your organization’s unique value to existing and prospective customers.
Building personal relationships with your customers is another way to make your business stand out. Even large businesses have been doing this with the help of technology, such as smartphone apps and email marketing. Getting to know customers on a first-name basis and knowing their individual preferences when advertising or communicating with them goes a long way.
Providing a memorable experience for your customers is a sixth way to personalize your business. According to studies, consumers most desire quick response times, knowledgeable employees, and consistency with online and offline experiences. Organizations that allow customers to return purchases in any company-owned retail store despite geographical location is an example of providing a consistent experience.
Differentiating your service levels and experiences represent a seventh method of customizing your business. Service differentiation is often thought of going above and beyond what’s expected. However, service differentiation can also represent unique or creative experiences. Creating moments that customers can remember and that are remarkable is what is important.
Personalization is an Evolving Practice
Even though the listed methods can provide a blueprint for customizing your business, you will likely find that you’ll need to make adjustments over time. This is due to many factors. Your customers’ preferences and expectations can change. The makeup of your current and potential customers can also change as your product or service evolves over time.
Macroeconomic conditions and industry shifts can influence your personalization strategy. The available tools and recommended methods can also change as technology develops and industry experts find new ways of reaching customers. It’s also possible through your own experimentation that you’ll find that some tools and ways of personalizing customer experiences work better with your customers than others.
This is another way of saying that what works for one business owner may not work for another. Variations in what consumers want from those different businesses are what tend to drive this phenomenon. Differences in lifestyles, customer knowledge and experience, and their pain points are other reasons.
The existence of these differences should not scare you away from trying different things. You will find that some personalization techniques you thought would work well end up falling flat. The results of other methods will surprise you. It’s possible some of the methods you thought would be lackluster or fail to turn out to work well with driving customers to your business. Whether you’re a small business owner or a manager of a marketing department in a larger corporation, personalization is a practice that is not likely to go away. Becoming educated on the various techniques, as well as how to reach and communicate with customers, is becoming increasingly important to achieving success. Businesses that either avoid customizing customers’ experiences or fail to understand how to effectively run the risk of losing sales opportunities.