Why Personalized Marketing is Essential for Small Business

Small businesses typically do not have the budget, manpower, or resources that bigger businesses have. However, if you’re a small business, you can make up for this by adding marketing personalization to your efforts.Group of People Receiving Personalized Marketing MessagesWhether your customers are visiting you online or in-person, they are looking for a personal experience when shopping. What current efforts do you have in place that speaks to your target audience’s specific needs and wants? How are you making it personal for them?

According to research conducted by Infosys, 86% of shoppers say marketing personalization has at least some impact on what they purchase with 25% revealing that personalization significantly influences what they purchase. That’s a large chunk of customers you might be missing out on simply because you aren’t adding a personal touch to your small business marketing. Not to worry, you can fix this and update your strategies just in time for the busiest shopping days of the year!

  1. Personalize Your Message

    Think about who you are trying to connect with before launching your next marketing campaign. If you identify targeted audiences you think will find value in your products, you can better position your messaging to speak directly to them.

    For example, if you are in the salon business, maybe one of your targeted audiences is the stressed out parent who needs to take time for themselves during the hectic, end-of-the-year season. Alternatively, if you sell insurance, maybe your messaging is geared toward parents who want to protect their families.

    Rather than thinking in terms of buying and selling, think in terms of providing answers to questions and solutions to problems. When you take the “business” aspect out of the equation for a minute and hone in on what your customers need, you’ll find personalized marketing strategies come more naturally. Here are a few ideas to get you started:

    • Include the recipient’s first name in each email campaign you send out.
    • Include language that speaks to how a person is feeling across all your marketing copy.

      Examples: “Feeling stressed out? Let a [salon service] help you relax.” or “Protect the most precious commodity you have – your family –  with [personalized business products for insurance].”

    • Segment your audiences and send promotions most relevant to them.

      Of the hundreds of ads your customers will see this holiday season, an offer specifically catering to their interests is the one that will produce the positive results you’re looking for.

    Personalized messaging is essential so you can target different audience segments with the products or services they need most rather than taking a one-size-fits all approach that misses the mark.Man Shaking Hands with Trade Show Attendees

  2. Personalize the Trade Show Experience

    One of the biggest advantages of attending trade shows or open market events is the opportunity to speak one-to-one with customers who are already familiar with your brand and those who are new to your products and services. While your physical presence already makes the interaction more personal, this is an opportunity to further personalize your company, small business products, and services in way that leaves a lasting impression.

    Make the most of your end-of-the-year trade shows while preparing for the upcoming season. Also, local vendor festivals and holiday markets are popular this time of year. Add a personal touch no matter which events you decide to attend to better connect with your audience and make your brand memorable.

    • Show instead of tell.

      Set up a product demo, if applicable. Even if you’re in the business of selling a service rather than a tangible product, guide attendees through the process. Show how simple, convenient, and valuable it is.

    • Create a welcoming space.

      Host a raffle or free giveaways with personalized marketing products at your trade show booth. It will entice people to stop by and chat with you longer while boosting your brand’s visibility.

    • Know your audience.

      A convention-style trade show has a different vibe and different expectations than a local vendor show. Adjust your “presentation” to accommodate the audience you are going to be talking to.

    Personalizing the trade show or vendor market experience is essential to connect with new audiences who may not have as much familiarity with your brand.

  3. Small Business Owner Putting Together a Marketing Personalization Strategy

  4. Personalize Your Merchandise

    Decide what makes your brand memorable. When you’re a small business, it’s all about making the personal connection to encourage loyalty from customers. As Small Business Saturday creeps up, create personalized business products and create ways for people to interact with your business in a fun and engaging way.

    • Personalize tote bags emblazoned with your logo, company name, or tagline.

      Fill it with local treats, coupons, and other small items that won’t make your budget suffer and will make your shopper feel special. You can also use this giveaway as messaging to direct your online audience (via email or social media) to your physical store. “First 25 customers to visit us this Saturday will receive a free tote bag full of goodies.”

    • Customize a banner and host a pop-up shop.

      If you’re hosting an event somewhere other than your store, you’ll want the brand recognition to remain with you.

    • Create a direct mail campaign with branded stress relief products.

      Stress is common among the holidays, so why not address it in a fun way and offer your customers a promotion or offer at the same time.

    Personalized marketing through merchandise is essential to strengthen your brand presence in the market and help create loyal customers through a genuine connection.

    Small Business Personalized Marketing Strategies

    This holiday season, create a marketing personalization list and check it twice to ensure you are providing a special shopping experience for every person who interacts with your business. You can achieve this by personalizing your messaging, the trade show experience, and your merchandise.

    Continue this one-to-one connection through your interactions online, over the phone, and in-person. Rather than the one-and-done shopper, you’ll find with marketing personalization, you’re more likely to create customer loyalty for a lifetime.