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Personalizing Digital Marketing… What Exactly does this Mean?

Tik Tok to Instagram, over to Nextdoor, all while engaging in three text message conversations... It doesn’t matter what your age is; we are all on our smart devices and scrolling like crazy.

Statistics show people are online an average of 6 hours a day across various devices, platforms, and websites.

With an endless amount of content out there, how is your business going to compete? Do you feel like anything you do just gets lost in the gigantic digital world? Do you completely avoid digital marketing because... it’s expensive and confusing, and you don’t have time for it?

45% of small businesses feel they need more tools and resources to compete online with larger companies. (Kizilkan, 2024)

The fact is, marketing is more important than ever for businesses of ALL SIZES!  

You have to put out content that will attract and retain customers, build trust and credibility, and drive sustainable growth for your business. Sounds simple, I know! 


First Step: Understanding Your Audience


Do you know who your target audience is? 


By definition, a target audience is the specific group of people who are most likely to be interested in your products or services. They share common characteristics and preferences that make them ideal customers for your business. Identifying your target audience helps you tailor your marketing efforts to reach and engage with the right people, ultimately driving business success.


You have amazing information at your fingertips. Yes, YOU!

Use Google Analytics, social media analytics, email marketing analytics, your CRM software, or SEO tools to gather insights into your audience.

The more you know, the better you can tailor your marketing efforts to meet their specific needs.


Create Personalized Content


Once you've identified your audience segments, it's time to create content that speaks to them individually. Tailor your messaging, imagery, and even the tone of your communication to speak in a way that resonates with them. 

Whether it's through personalized email campaigns, custom landing pages, or dynamic content on your website, the goal is to make every interaction feel like a one-on-one conversation.


Content feels more relevant and relatable to us when it addresses our unique needs, challenges, or aspirations. A one-size-fits-all approach to marketing will just not work. Instead, focus on crafting tailored, relevant, and authentic content that will resonate with your potential customers.

73% of small businesses indicate they need more support in marketing and outreach efforts to boost their business visibility.

Automate. Automate. Automate.


While personalization is inherently about individual connection, it doesn't mean you have to sacrifice efficiency. Automation tools are essential for providing personalized experiences and are incredibly easy to use, making them valuable assets for small business owners.


Use customer relationship management (CRM) systems (Salesforce, Hubspot, etc.) and marketing automation platforms (Mailchimp, Constant Contact, etc.) to streamline the personalization process, ensuring that your audience receives the right message at the right time, consistently.


Listen To Your Customers


Of course, there is always going to be that one whining customer, but as a general rule, listen to what your paying customers are telling you. 


By regularly monitoring and analyzing customer feedback across various touchpoints, such as social media, emails, and review platforms, you can identify areas for improvement and make necessary adjustments to products, services, or customer experiences.

This feedback loop also ensures your customers' voices are heard, and they feel their feedback matters and is acted upon.

In a digital world overflowing with content, personalization and attentive listening are key to standing out and driving business success. Embrace these strategies, and watch your business thrive in the ever-evolving digital landscape.


If you need help with marketing, I'm here to offer my expertise and support to help your business thrive and stand out!


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