The overriding goal of marketing has always been to connect with the right audience at the right time and in the right place. With most people spending a lot of time online today, marketers also need to communicate with them online, making digital marketing crucial for businesses large and small.
With digital marketing, you can target customers most likely to buy your product or service, reach a wider audience, track progress daily, and modify as needed. Consumers themselves anticipate and trust digital content and marketing to learn more about brands. However, a generic ad or content intended to appeal to a generic audience will no longer work. Digital marketing without personalization is irrelevant, especially in today's competitive and ever-changing business landscape. The fifth edition of the Salesforce State of the Connected Client report reinforces this understanding. 79% of Indian respondents expect companies' offerings to always be personalized, while 89% expect companies to understand their needs and expectations.
So how can brands ensure personalized customer engagement through their digital marketing strategy?
By following smart strategies, you can engage your audience at every stage, improve your conversion rate, and increase your sales. Here are five basic digital marketing hacks you need to know:
1. Know what is important to your customer
Personalizing the customer experience with your brand starts with knowing the customer, their needs and their expectations. Most customer interactions with the outside world, including your brand, take place online and can provide valuable customer data. Use behavior patterns, engagement metrics, order history, and affinity categories to identify customer personas and build comprehensive customer profiles. This will help you understand what the customer wants and how you can make your digital marketing more effective. This paves the way for a hyper-targeted strategy, where communications are delivered to the target audience in a way that motivates them to move down the sales funnel and become paying customers.
2. Create compelling content with a clear CTA
Persuasive and actionable content tailored to a customer's preferences is likely to generate the highest level of customer engagement. Click-bait content can increase online traffic for a while, but for content to work for you in terms of generating attention, leads, and sales, you need to deliver value to the reader. Therefore, content should be educational or engaging (or both), easy to read, engaging, and easy to understand. You should include a clear call to action (CTA), e.g. For example, a link to your website or a form to fill out to encourage your customers to take the next step. You also need to reach your customers on the platforms they know.
One of the biggest mistakes businesses make is creating content expecting it to grab immediate attention. Ideally, your content strategy should emphasize both short-term and long-term goals.