Picture the scene.
It’s 2005. You’ve managed to get your mum off the phone so you can log back into MSN and hope your crush notices you and pops up. McFly’s “It’s All About You” plays softly in the background as you sip your Tizer and sift through your Pokemon cards.
These were simpler times in business. Happier times. Social media marketing was but a whisper on the wind. All you had to do was shout about how great your business was and people would come flocking.
Unfortunately, times have changed. The immortal words of McFly have now become lost in a sea of algorithms, competition and an ever-changing digital landscape.
So how do you stand out amongst all the noise?
Well- you have to remember that this isn’t all about you anymore. If you really want to engage your target audience with your marketing, you have to make it about them.
Personalisation is a fantastic way of making a customer feel like they aren’t just another number on a page. If you really want to produce great content, you should focus on two key factors:
Making it Personal
Give your content a human touch. Customers are overloaded with corporate spiel, jargon and stock imagery on a daily basis. Don’t be afraid to stand out from the crowd.
People value authenticity. Showing your customers what you do is great, but showing them who you are is so much more valuable.
The introduction of “Stories” is a great way to give your customers an intimate look behind the scenes of your business. Don’t be afraid of using raw footage either- you don’t have to be Steven Spielberg to produce great content.
Making it Personalised
Not to be confused with the above, personalised content is material that directly affects that customer on a personal level:
Does it mention them by name?
Does it solve a problem they personally have?
What value can you add to their lives?
Focus on developing mutually beneficial relationships with each customer and you’re much more likely to retain them on a long-term basis, dramatically increasing the Lifetime Value (LTV) of each one.
Yes- this does mean that you’ll have to spend more time on your content creation. However, the benefits of properly segmenting your audiences and delivering great, personalised content are astronomical.
Give the above techniques a try and you may be surprised at how much more traction your marketing gets.
If you need any help with improving your marketing strategy, just give us a nudge and we’d be more than happy to help.