How to Tailor Your Marketing to Individuals

Robert Wheat

PPC Strategist

Do you remember the days when a generic email blast was enough to impress customers? Today, this is not the case. Consumers want content that speaks to them on a personal level. And, it’s understandable. When one of our favorite brands takes the time to learn about our needs, we’re more likely to consider their product.

Gathering information about prospects and segmenting them into groups is a helpful practice. You can send out emails that are tailored to specific job titles, education levels, and ages. However, watch out, because younger generations will expect brands to go even deeper. Eventually, individual traits will matter more than generalized labels.

Let’s look at some of the information that you should be collecting to personalize your interactions and market exclusively to individuals.

Basic Information

Always start with the basics. This helps you create a framework of the types of people who use your product. Routine information includes job title, age, gender, marital status, and education level.

Life Events

Life events shape us as individuals. Consider your audience and the types of life events that are shaping their financial decisions. Is your audience just starting a family? Planning for retirement? Purchasing a new home?

Life Stages

Life stages matter just as much as life events. The life stage that a customer is in will affect how they spend their money. A family that is just starting out will probably be less financially secure than an empty nesting couple.

Recent Purchases

Knowing what types of products your audience has recently purchased is helpful, especially when trying to cross-sell items. For example, a customer who recently purchased a power drill may be interested in related products.

Abandoned Carts

If you have an ecommerce site, study abandoned cart information. What products are left in the carts? Why do you think this is the case? Things like unexpected shipping costs, late delivery times and an unclear return policy can halt the transaction. Fortunately, you can iron out the kinks, fix the issue and present the customer with a new offer.

Content Viewed

Keep an eye on the pages that web visitors engage with. As people move through the funnel, you can target them with highly relevant content based on their needs. For example, a person who is viewing your pricing page is probably closer to a sale than someone downloading an ebook.

Channels Used

Pay attention to the channels that your audience uses. If your emails sit unopened but your social posts receive engagement, you know that social is the way to go. Another thing to watch for is where visitors are coming from. Was it from a referral, Google search, or email campaign?

To be effective at tailoring your content, you must continue to gather information on your customers, their shopping habits, their life stages, and the way they interact with your content. You can never have too much information, as even the smallest details can lead to highly personalized emails that speak directly to the heart of your audience.

 

About the Author: Robert Wheat

Rob was born and raised in Freehold, NJ and is currently a PPC Strategist at SEMGeeks. He holds a B.S. in Business Administration with a concentration in Marketing from Ramapo College. Rob is experienced across all PPC platforms, including Adwords, Facebook, Amazon, and more. During his free time, Rob can be found on the golf course yelling at his golf ball to cooperate, but it never listens.

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