Here’s the deal, we all love being made feel special, we love feeling cared about, we love being paid attention to. It’s human nature, no shame in it.
So, what does this mean for you as a company?
It means that whether marketing your brand, product or service, great content is no longer merely creative or informational or unique. Great content is all those things with another secret ingredient, PERSONALIZATION.
So now, what does getting personal mean for your marketing?
It means that your content needs to be personalized and contextually relevant in order to engage your consumers. To get there, you’ll need to identify who your target audience is and truly get to know them. This means taking the time to gather consumer data. In addition to the obvious demographics questions such as age, gender, income strata etc., dig deeper – find out what they value, their lifestyle choices, their decision making process etc. Once you have this data, be sure to integrate the findings into your content creation process.
You might now be wondering, why go through all this trouble?
Well, it goes back to the opening paragraph – human nature. We love feeling special. We are more likely to form emotional connections and loyalty to brands that resonate with us on a personal level. The marketing space is filled with noise and in order to stand out, your brand should always send out a message that you understand and care about what your consumers want. When people recognize their wants and needs being fulfilled by your brand, they’ll keep coming back. Keep in mind that it costs a lot more to acquire new customers than to retain old ones.
So, main takeaways:
Consumer data is the name of the game. That is the key to getting to know your audience. Utilize that key to roll out content that will reach your consumers on a personal level.