Best Ways To Personalise Your Content For Social Media Marketing
‘Oh hello! Shuk! Shuk! Red T-shirt!’ – Have you heard or have been called any of these before? I am pretty sure you have, and as a matter of fact you know that there is more to this list; unfortunately, I can’t spell all the sounds but you can hear those in your head right now, can’t you? Imagine if brands did this too! Of course not with the shuk shuk, but what if they didn’t address the communication? Many brands make the mistake of keeping things general for an entire TG. This is where one would say that a brand isn’t making the most of social media marketing and the tools at hand.
What is personalised marketing?
Personalised marketing is a method that utilises the data at hand to deliver more relevant and personalised marketing messages to your target audience. Businesses collect relevant data on their audience’s interests, demographics, and behaviour and utilize the same for creating more relevant and personalised content.
Why do brands need to use this approach?
Again, shuk shuk isn’t what makes people turn to you, calling them by their name does. Next, to keep the conversation alive, you talk to them only about what interests them. Similarly, when your brand reaches out to people, it needs to convey the communication by personalising it. This ensures that the recipient is more likely to be connected to the brand, engage more often, and eventually turn into a loyal customer. Wait! Let’s not get ahead of ourselves. Let’s have a look at the different ways of personalising your content for social media marketing.
Personalised Retargeting
Retargeting is a way of sending a targeted ad to people who have already visited your website, or simply read a blog, or have added items to their cart. A brand can target these very people using automated tools, and send personalised messages/ads of the same product or service they were checking out before. One can also showcase/recommend other relevant products after a customer makes an initial purchase. Another approach is that of Amazon, where the brand shows what additional items a person can buy with their current choice of product. It’s genius!
Quizzes
This one’s my personal favourite. Also, don’t confuse this with the ones that tell you when will you get rich, when will you get married, etc. Quizzes could be product or service related, and the questions could be tailored to be fun and informative at the same time. The quiz on one hand does the job of revealing more about a product/service one question at a time, and on the other, you get a good insight into every responder’s behaviour and choices. The data from these quizzes can then be converted into personalised emails, ads, messages, etc. One should be mindful to inform the audience of how their data is going to be used.
Chatbots and AI
Chatbots are great. Artificial Intelligence is at a stage where it can change the course of many things, and in fact, it already has. Chatbots are simply a communication tool, where a user is talking to a bot that has been fed with relevant information on various topics. Many brands use chatbots to reduce the influx of queries coming in on a daily basis. This is a reactive way of using a chatbot. A simple tweak in written content could help a brand upsell a lot more. AI based emails, DMs, tweet replies, etc. can be used in a similar manner. Here’s an example to help you understand better – You’re looking to book 4 movie tickets on a Friday night, but the theatre is full. Normally, you’d move on to find a different slot, or a different theatre and this can be time consuming. On the other hand, an AI integrated chatbot would quickly display a message showing available seats, slots, and theatres as per your previous choice. This eliminates hassle, and creates customer delight. You were unhappy 2 seconds ago, and now you’re going to use only this app for booking movie tickets.
These are some of the popular techniques to make your communication feel more personalised. Now, let’s go down to the nitty-gritty of refining the communication to make it even better.
We live in times where personalisation is a key factor for consumers to differentiate or rather prioritise brands. It’s a very small thing to do, but has a very huge impact. It’s high time that brands start to focus more on the way they communicate than what they showcase.
Yours sincerely,
Red shirt