When you boil it all down to its essence, what is big data marketing really all about? Sure, it helps you know your customer and segment your customers and target them with tailored messages, blah, blah, blah. The essence of big data for marketing is that you can personalize your customer relationships.
In other words, you can develop relationships with your customers one on one. Isn’t it ironic that the width and breadth and depth of big data is what inevitably gives us a personal, one-on-one relationship with individual customers? Odd, but true. Here are a few stellar techniques to take your personalization up a notch and start raking in success.
1. Adopt the Customer’s Voice
You are a marketing professional, but your customer is not. Your customers are something else — such as CFOs or supply chain managers or perhaps human resources workers. How do they speak? Get to know your customer’s voice and start sounding like someone they can relate to. Stop sounding like a marketing pest and start sounding like the guru they need to get things done.
2. Walk the Customer’s Journey
Where has the customer gone looking for products, reviews, and information? What have they left in their virtual shopping cart? What expert content have they sought out? Walk along with your customers and reach out to them were they are. Answer the questions they are asking with well-written blog posts. Show them good reasons to come back and buy out that shopping cart by sending them great product reviews on the items, or perhaps handy how-to guides that show how to use those products. Be there with your customer on their journey, and they’ll be there with you at the end of it.
3. Introduce the Customer to New Areas of Your Company’s Online Presence
What other content, products, information, and web pages would your customer like to see, based on the other places they’ve visited on your website or other websites? Would they benefit from seeing your YouTube video on how a product was developed, or perhaps read your recent research paper on how other customers are benefiting from your product? Use their online trail to lead them to places where you can deliver the goods they are looking for.
4. Get One-on-One With Customer Communications
Do your emails still read, “Dear Customer”? Well, stop. Personalize your customer communications by addressing them by name and/or title (whatever is appropriate according to the industry and that person’s position and status). Furthermore, stop inviting them to, “Contact our sales team,” and start asking them to, “Call Suzie in Customer Service.” Make your communications as intimate as possible while maintaining a professional image.
Delve deeper into your big data by using marketing automation to understand your customers and find new ways to personalize customer communications and make their unique customer journey a positive one. ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.
To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic. Get the power to let data drive marketing and higher performance.