If you were greeted by your name, shown to a reserved table with a view, given a tailored menu and a complementary wine of your choice every time you went to a restaurant, how would you feel? Most likely, very special. It would make you want to go back again and again, wouldn’t it?
The idea that this restaurant appreciates your business so much that they’re willing to go out of their way is enough to make you even want to tell your friends about it. So wouldn’t the same formula work in the digital marketing world?
Of course personalisation would work and it does
Personalisation is nothing new. It’s existed well before the internet. But even though it has been around since forever, digital marketers are only beginning to catch on now. According to a report by Econsultancy, in partnership with Redeye, a staggering 38% of marketers still don’t use personalisation in their marketing efforts. This even though another report by Econsultancy shows that the strategy can lead to an average 20% increase in revenue.
Gaining your customer’s trust through tailored content
Revenue aside, personalisation is also essential to nurturing a sustainable relationship with an audience. It’s not all about being on a first name basis though; rather, personalisation is about providing content that the individual wants to consume.
Imagine constantly receiving notifications about a sale for men’s underwear and you’re a single woman. How relevant is that? In fact, 74% of customers report being frustrated when they receive updates about websites that have nothing to do with their interests, while 78% of consumers believe that brands are committed to building sustainable relationships when they share custom content.
Lead nurturing with a personal touch
So customising information to suit a consumer’s needs is important. But is that all there is to it? No. There is also lead nurturing. It starts from the moment a potential customer lands on your site, remains consistent while they browse your products or services and doesn’t end even after they make a purchase.
If you don’t try to start a conversation with a lead to get to know them better and provide what they want, they won’t convert. Put into figures, 79% of prospects don’t purchase anything because of a lack of lead nurturing.
On the other hand, 80% of sales happen between the fifth and 12th time that contact is made with the customer. So clearly meaningful and customised conversations between your brand and the consumer do go a long way. These can be in the form of personalised incentives, product reviews and guides, and abandoned cart email reminders.
In short, what needs to stay consistent throughout this entire process is the consumer receiving a somewhat tailored experience. If done correctly, personalisation can be a powerful tool for building brand loyalty, increasing engagement and boosting revenue significantly. All it takes is knowing who your customer is and what they want and, most importantly, giving it to them.
Do you have anything to add to this conversation? Leave a comment below.