5 ways to increase engagement with personalization

Patrick van Eechoud | 05-09-2024

Customer interactions can't be confined to just one platform. We all move from website to search engine to social media, using our laptops, tablets, and phones. This is precisely why creating a personalized experience is so important. Personalization goes beyond traditional strategies and offers unique experiences tailored to individual preferences. This not only improves engagement but also enhances the effectiveness of your marketing communication.

What do we mean by personalized marketing?

Personalization is all about creating marketing experiences that closely align with an individual’s preferences and previous interactions. By leveraging insights from customer data, you can create tailored communication, ensuring each interaction is adapted to the unique preferences and behaviors of the user. It’s all about delivering the right message at the right time, through the right channel, to the right recipient.

How do you apply personalized marketing?

1. Using customer data for personalized content
Create messages that feel personal by tailoring your content to the specific needs and interests of your audience. Use data from your CMS and personalization tools to deliver relevant articles, videos, and other types of content that match the user’s preferences. Of course, you can do this within your own website, but for greater impact, also consider what’s possible beyond it.

2. Personalized email campaigns
This goes beyond your ‘standard’ lead nurture flows. It’s about activating your audience by sending emails at just the right moment, tailored to their personal preferences and previous behavior. Enhance these emails with content that resonates with their interests and previous interactions with your brand.

3. Personalized year-end reports
This is a fun option toward the end of the year. Give your customers a personalized report summarizing their interactions with your brand over the past year. These reports build loyalty and provide a sense of value and recognition, strengthening their connection to your brand. This may not be for everyone, but if it fits your brand, it’s incredibly valuable. Just look at the widely shared recap Spotify creates each year.

4. Personalized follow-up communication
Send follow-up messages that are tailored to the specific actions users have taken on your website. Whether they viewed specific content or attended an event, these personalized follow-ups can increase relevance and engagement.

5. DMs for personal interaction
Use DM (Direct Messaging) via social media platforms to send personal messages. This strategy enhances the immediacy and personal nature of your communication, strengthening customer relationships and loyalty.

Effective personalization in practice

To implement personalization effectively in your marketing strategy, it’s essential to embrace technologies that make it possible. You need tools that can manage extensive data and deliver timely insights. Think about platforms that facilitate automation and integrate seamlessly with other systems like CRM and ERP. This is crucial for effectively delivering personalized experiences.

Leveraging Sitecore for personalization

A powerful tool to achieve this level of personalization is Sitecore. Sitecore’s advanced personalization capabilities allow you to tailor content to individual users based on real-time data and interactions. Thanks to its integration capabilities with CRM systems and other platforms, the flow of information is seamless, ensuring more accurate and effective marketing efforts. By leveraging Sitecore, companies can increase customer engagement, build loyalty, and ultimately boost conversions.

Want to know more about personalized marketing? Feel free to contact us!