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Solving Core Business Problems with Personalized Digital Marketing Tactics

November 19, 2023
Person writing "audience" on whiteboard | Personalized Digital Marketing Tactics | VIEWS Digital Marketing

Many small businesses need help with their customers, from reaching the right audience to converting that audience into leads to retaining existing customers. Each of these problems requires a unique solution. Personalized digital marketing tactics can help solve all of them.

Personalization enables businesses to create more impactful and compelling messages that resonate with their customers more deeply. By leveraging personalization, companies can strengthen their relationships with their audience and build a more loyal following.

But what does personalization mean? What are the core problems many businesses face, and how can personalization solve those problems? Today, we will delve into core issues companies face, the meaning of personalization methods, and how those methods can help small enterprises confront and overcome common pitfalls.

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Understanding Small Business Challenges

While each business faces a unique set of challenges and hurdles, we will discuss 5 core issues that, in our experience, small businesses often come across that can impede their growth and progress:

  1. Reaching the right audience
  2. Building strong relationships with customers
  3. Increasing brand awareness
  4. Generating sales and leads
  5. Retaining existing customers

As part of our work to help businesses succeed, our agency develops effective and practical solutions to tackle these challenges. One of those solutions we use is personalized digital marketing tactics. By customizing marketing strategies, companies can create a unique and engaging customer experience, leading to increased brand loyalty, customer engagement, and business growth.

Demystifying Personalization in Marketing Campaigns

In marketing, personalization goes beyond distributing the same message to a group of recipients. A personalized campaign is about crafting messages that cater to each customer’s individual needs, preferences, data, and behavior patterns.

For example, a prominent instance of personalization would be including one’s first name in the subject of an email, which can be seen below:

Email subject line 1:

Ready to scale your business? Let’s discuss your SEO strategy

Email subject line 2:

Ready to scale your business, John? Let’s discuss your SEO strategy

Here is a hypothetical example:

Joe is a shoe store owner who sends out standard monthly newsletters, updating his customers on the latest products available at his store.

He began customizing his emails to mention shoes people had purchased, added to their carts, or pages visited.

For 2 customers, in particular, Lisa and Steve, these newsletters would display the following information:

Graphic of high heel shoe
Lisa’s Newsletter

Lisa’s newsletter would show new black pumps as she showed interest in women’s dress shoes by adding a couple of pairs to her cart and later purchasing them.

Graphic of running sneaker
Steve’s Newsletter

Steve’s newsletter would show athletic and running sneakers as he showed interest by visiting the pages of several different athletic sneakers, spending much time on those pages, and adding those sneakers to his cart.

As a result, Joe started seeing higher engagement with his emails, as more people were willing to click on the new shoes (since the shoes shown closely match their interests), and subsequently, he saw an increase in sales.

Other real-world examples involve consideration of people’s behavior and interests:

  • Netflix uses personalization to recommend movies and TV shows to users
  • Amazon uses personalization to recommend products to customers
  • Spotify uses personalization to recommend music to users

Each instance’s specific goals and intended action are different: open an email, watch more movies, buy these products, and listen to these bands. But the idea is the same: people are more likely to respond to these different messages if those messages reflect and address people’s interests and needs. And the results of these efforts show.

The McKinsey Next in Personalization 2021 Report found, “Over three-quarters of consumers (76 percent) said that receiving personalized communications was a key factor in prompting their consideration of a brand, and 78 percent said such content made them more likely to repurchase.”

Going Beyond First Names

An important note is that personalized digital marketing tactics involve more than only addressing customers by their first name or adding their location to the message. Personalization is a comprehensive component of a digital strategy that uses customer data to gain insights into their needs, goals, and habits and involves tailoring messaging to address or resolve those needs, goals, and habits. As a result, the goal is to increase the likelihood of converting your prospects into customers and improve the overall customer experience.

Solving Challenges with Personalized Digital Marketing Tactics

An important note is that personalized digital marketing tactics involve more than only addressing customers by their first name or adding their location to the message. Personalization is a comprehensive component of a digital strategy that uses customer data to gain insights into their needs, goals, and habits and involves tailoring messaging to address or resolve those needs, goals, and habits. As a result, the goal is to increase the likelihood of converting your prospects into customers and improve the overall customer experience.

1. Reaching the Right Audience

Businesses can improve their chances of reaching and making meaningful connections with their target audience by utilizing specific personalized digital marketing tactics, such as targeted email campaigns based on particular interests.

Segmented Audience

Dividing your email list into segments based on shared characteristics, such as demographics, interests, or purchase behavior, allows you to send more targeted and relevant emails to each group. For example, you could send an individualized message to new subscribers versus people who have been subscribed for months.

Personalized Subject Lines

Personalized subject lines are more likely to be opened than generic ones because the recipient feels the email is written specifically for them. Other personalization methods include mentioning specific products or services people have expressed interest in or using other data such as their company name.

Dynamic Content

Dynamic content allows you to display different content to subscribers based on their preferences or behaviors. For example, you could show product recommendations to each subscriber based on their shopping history or discuss how your services help their specific industry or field.

By understanding their customers’ unique needs and preferences, businesses can tailor their messaging and content to provide a more personalized experience, ultimately leading to increased engagement and brand loyalty.

2. Building Relationships with Customers

Taking the time to engage in personalized interactions can be a powerful way to express customer appreciation and recognition. Such gestures show that you value the person’s business, feedback, and your relationship with them, and can leave a positive impression of your brand in their minds.

3. Increasing Brand Awareness

Personalization can help brands differentiate themselves from their competitors in a crowded marketplace. By offering a unique and tailored experience, brands can catch the eyes of potential customers. In addition, when people have a positive, personalized experience, people are more likely to share that experience or content with their social networks. That shared content can lead to increased brand awareness and new customer acquisition.

4. Generating Leads

Personalizing marketing efforts helps businesses attract interested leads by tailoring their messaging to specific needs and interests. Personalized content and experiences can capture potential customers’ attention and increase engagement, leading to more interactions and a higher chance of converting them into customers.

Here are some examples of how businesses can use personalization to generate leads and sales:

Website Landing Pages

Businesses can create personalized landing pages for different types of visitors based on their interests, demographics, or other factors. Personalized landing pages can increase conversion rates by delivering a more relevant and engaging experience to each visitor.

Sales Outreach

Salespeople can personalize their outreach to potential customers based on their needs, pain points, and interests. Personalized sales outreach can build trust and credibility and increase the chances of closing deals.

5. Retaining Customers

When customers receive personalized messages, offers, and experiences, those people feel like the brand is taking the time to get to know them and understand their individual needs and are more likely to have a positive perception of the brand and be more loyal to the brand.

Personalized experiences also reduce customer churn by keeping customers engaged and satisfied with the brand and can make each customer more valuable by encouraging them to make repeat purchases with the brand.

Here are a few examples of how businesses can use personalization to retain customers:

Loyalty Programs

Businesses can offer personalized loyalty programs that reward customers for their engagement and spending. These programs can include customized rewards, exclusive offers, and early access to new products and services.

Customer Support

Businesses can provide personalized customer support. Companies can efficiently resolve customer issues by using customer data to understand each individual’s needs and pain points while improving the support experience.

Work with VIEWS to Personalize Your Marketing Strategy

Personalized digital marketing tactics are essential tools that can unlock your business’s full potential, helping you reach the right audience, build lasting relationships with customers, increase brand awareness, generate leads and sales, and retain customers successfully.

However, integrating effective personalization strategies requires expertise and time; that is where VIEWS Digital Marketing can step in. Leveraging our vast experience and strategic insights into digital marketing, we partner with small businesses like yours to navigate the complexities of personalized marketing. We aim to employ these tactics optimally to translate into tangible business growth.

Whether you want to understand your audience better, deliver engaging content, build strong relationships, or anything else digital marketing-related, our experts are here to help. Reach out to VIEWS today. Your journey toward successful business transformation through personalized digital marketing starts now.