There is no question that companies need to know the pain points , preferences and behaviors of their target groups. However, it is not enough to just have a rough picture of your potential customers. After all, you don't want to drive away interested people with marketing messages and promotions that are too general.
Instead, divide your target audience into different segments depending on factors such as previous purchases, location, online activity and more. A powerful CRM solution is worth its weight in gold here: It gives you detailed insight into each person's behavior, background and preferences, making it easier to segment your audiences.
Create detailed buyer personas for each group that include name, age, occupation, likes, dislikes, interests, and other qualifying characteristics. This will allow you to tailor your messaging to each customer segment and subsequently improve the customer experience.
Personalize your communication
According to a recent study, 62 percent of consumers will abandon a brand if it does not provide them with a personalized buying experience. Another report from PwC shows that 61 percent of customer loyalty leaders see a personalized customer experience as one of their top priorities.
Why is this relevant to your SME’s marketing strategy?
A one size fits all strategy won't do. If you tar your entire target audience with the same brush, you can't expect miracles in terms of conversion rates or customer loyalty. Instead, you need to personalize the customer experience at every touchpoint, from the first follow-up call to the order confirmation email.
The good news?
If you've segmented your target audience, you're already on the right track. Next, you should use marketing automation tools to create tailored content, product recommendations, and promotional offers for each audience.
A CRM platform with integrated automation features like Act! CRM can help you with this. With Act! you can adapt your communication to the individual buyer personas cambodia telegram mobile phone number list at every stage of the sales funnel.
Let's say a lead opens your weekly newsletter and clicks a button that takes them to your next webinar, but doesn't sign up for the webinar. Using automation software, you can send the person a personalized reminder prompting them to sign up.
Personalized shopping experience
Implement automated email campaigns
an illustration of a person looking at messages and envelopes depicting email marketing.
If there’s one customer experience tip you should definitely follow, it’s this: personalize the customer journey with automated email campaigns.
If you run an SMB, you're already familiar with the benefits of email marketing . Yet many campaigns fail to resonate with customers. That's because emails are run-of-the-mill messages sent to hundreds (if not thousands) of people. Including the recipient's name in the subject line or email body is no longer considered "personalization."