Nowadays, if you have a great business idea for a personal brand, you can probably launch it in the online world with minimal investment and quickly gain global exposure. That said, this is not to say that success is a guarantee, because launching and building a successful personal brand can be a tough challenge. Your business idea might be an amazing one, but you still need to come up with viable ways to monetize it, you need a winning marketing strategy, and you need to do it all while maintaining a work-life balance.
After all, that’s what being a mompreneur is all about. So, if you’re starting a business from scratch in 2021, one of your top priorities should be to create a strong marketing strategy that will get your business off the ground quickly. The best way to do that is to personalize your marketing. Here’s how you can use marketing personalization to generate loyal brand followers, reach more potential customers, and achieve your long-term goals.
Start with meticulous audience research
To personalize all of your marketing efforts, you first need to gain a deeper understanding of your target audience. Building a personal brand is a very nuanced challenge, and you can’t try to appeal to everyone at once – you have to segment your audience and personalize your marketing according to their needs and wants. Keep in mind that marketing to millennials is way different than marketing to Gen Z-ers, not to mention the older generations.
You risk completely alienating one of those if you try to push marketing that’s optimized for a different demographic. So, make sure to research your audience. Know whom you’re talking to, and create detailed buyer personas.
These personas should fall within a certain age group, they should have a job and hobbies, and lead a certain lifestyle. Once you have all this information, you will know how to talk to them in the most effective way possible.
Personalize the buying journey of your customers
If you want your marketing efforts to yield the best results possible, you need to understand the journey of your customers from the moment they realize they want something, to the moment they end up making a purchase on your website. This is a long and arduous process, and it’s imperative that you understand it so that you can optimize your content, emails, SEO and social media, and all other marketing tactics to support them on their journey and inspire them to make a positive decision.
Keep in mind that different customers are at different stages of their journey, so make sure to personalize your marketing according to user intent. User intent has three categories:
- Navigational.
- Informational.
- Transactional.
The first one is when people are just trying to find a reputable website. The second one is when people are looking for informative content. The third one is when people are ready to buy. You need to personalize your marketing for all three groups, because you don’t want to push sales-oriented content on a persona who is just looking for quality information – because you will alienate them for good.
Personalize your domain and your website
When you’re building a personal brand, one of the most important steps is to personalize your website and your domain. Don’t come off as corporate or sales-oriented, instead, choose a domain name that is relatable and personal, and opt for a top-level .me domain that will get your website ranking higher and create a more personalized customer experience.
Typically, you’d want to put your name in the domain, but you can also go for a catchy and memorable brand name that is closely tied to your work and your personal brand. Once you have that, you can start personalizing the content on your website using the research from before. Make sure to personalize and humanize your CTAs (calls to action) in order to motivate visitors to stay on your site, check out your other pages, sign up for your newsletter, and more.
Craft amazing personalized emails
Email is one of the most cost-effective ways to communicate with your audience, and it should go without saying that it’s one of the most powerful tools in your marketing arsenal. That said, one of the top marketing errors business leaders make is that they’re not personalizing their emails enough.
This is the age of hyper-personalization, so it’s no longer enough to just address a recipient by their name – you need to establish a more meaningful relationship. Make sure to send out regular follow up emails that really show the customer you recognize them, appreciate them, and care for them.
Make sure to stay consistent across all channels
Lastly, don’t forget to stay consistent no matter how many marketing channels you use. People expect to see the same person and get the same experience they had on your website, or wherever it is they first came in contact with your personal brand. That’s why brand consistency is so important nowadays, because if your social media persona is different from your persona on your site, you will immediately break the spell.
Over to you
Marketing personalization is one of the most powerful ways to build your personal brand and take your business to new heights. With these tips in mind, you should have no problem dazzling your audience and building a loyal following of brand advocates and lifetime customers.
BY TECHIE MAMMA