Building Customer Trust Through Data
Customer loyalty is an incredibly invaluable resource, especially when budgets and spending are tighter than ever. While it might be difficult to land new customers right now, it's essential to invest in the customers you have now. Gaining that trust will not only strengthen your relationship with that customer, but it will also help you to develop content to reach new customers in the future. But it all starts with loyalty. Personalized content is an excellent tool to support that loyalty, but you need to know what your customers expect from you.
Use the Data
By using data analytics to see what is working and what isn't, you can also derive the content that people need most right now. Looking at that data can tell you what people are reading and engaging with, giving your team a huge opportunity to tailor content to what your audience is reading. Diving into this data is the best way to craft personalized content that meets your customers' specific and dynamic needs.
When we talk about personalization, it goes much further than just using someone's first name in an email campaign. When you are creating personalized content, think of it in terms of a conversation. It's easy for any content to read like a one-sided conversation, but the beauty of a real conversation is the back-and-forth between two people with different perspectives. If your content is going to be successful, you need to understand your audience's perspective: the obstacles and challenges they are facing, what the customer journey is like, how your solution is meeting their needs, etc. Using data analytics, you can get a better picture of your customer's perspective. The data will tell you what your customers are responding to and generate better ideas for future marketing efforts.
While the data can show what your audience is currently engaging with, it also allows your team to adapt to a change in subject. In a conversation, the topic can change all the time. A good conversationalist changes with the topic, which is how marketers need to operate. Your content is only personalized to your audience if it's timely. If they have moved on from the subject you're covering (and they will), you need to change with them. Flexibility is one of the greatest tools at a marketer's disposal, and the data is an incredible resource to help your team stay flexible.