It’s Personal AND It’s Business: Using Personalized Marketing for Your eCommerce Business
So, you’ve used every customer acquisition strategy in the book. You’ve done your homework on Search Engine Optimization, and you’ve built an effective social media presence. Now what?
Well, now it’s time to start figuring out how to turn potential customers into real customers and turn those real customers into repeat customers. Personalized marketing can help turn casual website visitors into loyal shoppers…
Personalization For First Time Visitors
It’s important that first-time visitors to your site know that they’re in the right place and in good hands. Visitors will want to know that you’re ready to get your product to them.
They’ll expect to see that your site is functional on whatever platform they use (tablet, mobile, PC, Mac, etc). And they might just need a little extra incentive to begin that transformation from visitor into customer.
You could have a shopping cart that reveals shipping information to a customer’s location. Or you could have a modal or slide-out that offers a discount to new customers. You could even put to use Dynamic Keyword Insertion that allows you to set your marketing content to change based on the search that brought the visitor to your site in the first place.
In any case, by changing your messaging to recognize a new visitor, his or her location, and his or her platform of choice, you’ve presented your site as customer-friendly. And because you’ve acknowledged and engaged a new visitor, you’ve shown that you’re ready to guide your buyer exactly to the product he or she is looking for.
Personalization For Returning Customers
Now that you’ve done all you can with anonymous data collected from first time visitors and succeeded in converting a visitor into a customer, it’s time to get even more specific in your messaging.
Using the personal information you’ve collected through purchase and browsing history, you can further build your relationship with your customer. Here, you’ll want to use marketing software or third party data aggregates to ensure that you’ve collected all the relevant information into a database. You’ll also want to utilize marketing automation that tailors emails, slide-outs, and modals to the specific customer based on his or her purchase history.
And now that you have relevant information about your customer and you’ve begun to build a lasting relationship, you can develop new marketing strategies based on what works and what doesn’t.