A 2017 research report from Segment, found that 71 percent of consumers are frustrated with a lack of personalized shopping experiences. Conversely, 44 percent of consumers say a personalized experience leads to them becoming repeat and loyal customers.
These statistics only reinforce how important it is to take the time to get to know your customers, who they are, what they like, what they want, and what they need. When you get a better picture of your people, you’ll be able to provide them with that meaningful, relevant, and personalized experience they’ve come to expect in 2019.
Because today is ‘Get to Know Your Customers Day,’ we’re going to show you a few ways you can get to know your people – from brand new prospects to loyal, repeat customers. After all, the Salesforce report also states that “More than half (52 percent) of consumers are somewhat likely to switch brands if a company doesn’t make an effort to personalize their communications to them.”
How do you get this information?
According to Salesforce, “Customers know that companies need more of their data in order to deliver personalized experiences — and a majority are now on board with that. Fifty-seven percent of consumers say they’re willing to share personal data in exchange for personalized offers or discounts.”
Naturally, we then have to ask the question, how do you collect this data to deliver personalized experiences?
Form Fills on Your Website
A majority of that data can come in the form of a form fill. Forms can be for email newsletter subscription, whitepapers, coupons, offers, contests, and more.
You can ask for basic information like name, email address, occupation, or, if you want, you can drill down deeper and ask for more details. Just keep user experience in mind, as your customers might be discouraged by a lengthy, laborious, or intrusive process.
You’ll also want to make sure that forms on your site use a CAPTCHA, which prevents bots and fake accounts from muddying up the waters. CAPTCHAs help keep your subscriber data clean and accurate.
Progressive Profiling Emails
Another great way to get to know your customers is through Progressive Profiling or Segmentation emails. These allow you to ask questions that help you better understand who your recipients are and what they’re interested in so you can better serve their needs in the future.
For example, if you’re an automotive dealership, you can ask if recipients are interested in cars versus trucks. You can further segment down their interests by make and model, year, parts and products and recency.
The more you drill down and further segment your recipient lists through these types of emails, you’ll be able to increase both your open and click rates are emails become more personalized.
TEGNA Marketing Solutions can help you create Progressive Profiling emails as a part of our Targeted Email Solution. Click here to learn more.
Leverage Social Media Data
Social networks can provide a wealth of data about your customers and prospects. At a high level, you can look into your audience’s personal life, their interests, hobbies, events they attend, the music they listen to, and so on.
Social Media also gives marketers a platform to communicate and interact with their audience. Start a group where people can talk about your brand, or be sure to monitor and really listen to comments made on social media and in these types of focus groups to get insights on your audience.
TEGNA Marketing Solutions can identify your ideal audience and create profiles based on geographic location, behaviors, likes, and interests to develop highly targeted ads, all from within our Social Media Advertising Solution. Click here to learn more.
Creating Persona Profiles
All of the insights you gather on your audience can be pieced together quite nicely in a persona profile. Personas are high-level overviews for each demographic of your target audience.
You can use the Make My Persona template from HubSpot to help you get started.
For example, let’s say you’re an auto dealership. You’ll want to know basics, like where your customers live, what social networks they frequent, how old they are, education level, household income, occupation, what a typical day looks like for them, buying behaviors, shopping habits, and most important, what problems are they trying to solve?
Next time you want to know pieces of information about your audience, you’ll have a handy cheat sheet like little cheat sheets that gives bite-sized pieces of information to help tailor marketing campaigns to your audience and their needs.
About TEGNA Marketing Solutions
TEGNA Marketing Solutions delivers proven results through simplified advertising solutions that bridge the gap between Linear Broadcast, OTT, and Digital Marketing in order to connect your business to the audiences that matter most to your unique brand. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact TEGNA Marketing Solutions and see how we can help you reach your marketing goals.
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