More and more consumers are asking for personalized experiences. After all, in today’s online marketplace, people are asked to give up more personal information. Therefore, it only seems fair that they should expect this information to be used for their benefit.
Unfortunately, many businesses – especially small businesses – are at a loss when it comes to knowing how to provide these types of experiences. Further, the time, money and resources that are required to develop these types of experiences also can seem overwhelming.
The truth is, however, that creating these types of experiences don’t have to be as complicated as you might think. In fact, you may already be doing many of the things that allow you to customize the overall customer experience.
Below are some the easiest and most practical ways to offer your customers and prospects the personalized experiences they are looking for – without expending a great deal of extra time, money and manpower.
- Targeted searches. When your customer is searching for something, quality always trumps quantity when it comes to search results. Focus less on volume and more on targeted offers.
- Specific content. Again, more doesn’t mean better. Nothing is more impersonal than content that is merely sales copy or copy solely designed to drive a reader to a particular website. Instead, make sure your content connects, educates and inspires. Solving a problem for a customer or prospect is the ultimate personalized experience.
- Do your research. If you aren’t conducting market research it is impossible to know what your market wants. And if you don’t know what your target audience wants you can’t give them a personalized experience. Try to hone in on specific segments of your target audience and market to these particular segments separately instead of using one broad marketing message.
- Get interactive. Calculators, quizzes and other tools that help you engage with your target audience are more popular than ever. Further, when these tools help an individual determine a product they could use, for example, the personalization factor increases dramatically.
- Don’t forget to be human. In many cases, the most effective personalized experiences are just that: person – to – person. Don’t get so caught up in trying to give your target audience the latest in digital technology that you fail to really get to know them on a personal level. After all, the most personalized experiences occur when your customers and prospects feel that you really want to get to know them.