Welcome to episode one of The Knowledge Bank. The go-to resource for home interior marketers - delivering essential info on new tech thinking and marketing essentials in short, digestible sessions.
Episode 2 - Personalisation.
Customer personalisation is much harder than people think and something marketing teams tend to fall short on all too easy. The reasons for this often come down to the same three points:
- You have limited time and budget to thoroughly research your target markets and ideal customer personas.
- The temptation to jump straight into tactical marketing channels for the sake of quick wins.
- You have pressure from other teams to deliver leads quickly.
Sound familiar?
The problem is that more and more customers don’t just delight at a personalised customer experience, they EXPECT it. So, skipping this important step in your marketing will lead to a lot of wasted time and energy on tactics that are bound to fail.
How can we avoid this? It tends to be a simple answer, but a tricker execution. Personalisation takes research and it can take time to understand the nuances that make your audience tick.
However, the work is worth it.
Getting started is the key, and we recommend four stages to move forward:
1. Define your strategic groups. Businesses cannot be everything for everyone. It’s important that you define the market you are looking to work with.
2. Speak to your existing customers within that group. Once you’ve organised your target market group. Review your existing customers, identify the ones that match this group and organise to speak with them. What were their motivations for working with your product and not your competitors?
3. Reverse engineer your target market’s journey. Look at your journey points, are there trends within these points that you could prioritise to improve? A key email that people engaged with? These are the hotspots that you can prioritise your personalisation tactics first. Look at your answers from the first two points to identify the key drivers of your target audience that you could base your personalisation activity around.
4. Test everything. Everything in marketing is hot air unless you’ve tested it and proven it’s effectiveness. This is even more important when it comes to activity for personalisation. Personalising the user’s journey can take a lot of time and effort - so ensuring a return for your marketing investment is important.
We’re Onfigr and we create digital tools to help home and interiors brands increase their engagement and drive sales conversions. Personalisation doesn’t get much better than this.
Looking to bolster your personalisation strategy? Speak with our team and book one of our free sessions to see how our tools could help you.