Like it or not, we live in a society that values self-importance, self-expression, and most consumers carry the idea that they matter. It’s not crazy or conceited to think that way, as consumers hold a lot of power, and we want to attract consumers.
You might be asking why you should care about consumers and how to attract them, as your business focuses more on service than goods, but the truth is that our sophisticated clientele is comprised of consumers.
So why am I droning on about the power of consumers and the importance of reaching them?
What does any of this and the idea of dynamic consumers mean, and how does it relate to marketing?
Personalization. You must get personal to reach your audience. They want to feel special. They want to feel heard, feel seen. And while most companies recognize the importance of a tailored customer experience, they tend to miss the mark when it comes to consistently building personalized experiences, or they don’t know where to start.
While you can’t know every consumer on a personal level, you can give them the impression that you’re in tune with who they are and what they need through personalized content, email campaigns, and through their experience on your website.
Consumers who feel seen and heard are more likely to place their trust in you and… consume your service.
Getting Started
Before we can discuss ways in which you can put personalization to use, let’s take a moment to discuss customer personas. In order to effectively reach your audience and reel them in, you first have to know who they are and what they need. This might sound commonplace, and you might be saying, “well, duh,” but stick with me here.
Taking the time to break down who your audience is and what they need will do wonders for your marketing. Think through who they are, where they live, what their struggles are, and what steps and considerations they would have that would lead them to you as their solution.
You might even have more than one type of persona to which you are attempting to market. Mapping out all of these personas and keeping them in mind when marketing to them in any form will allow you to tailor your language just for them, giving your prospects the impression that you really do know and care for them.
That level of trust and understanding is key in business, especially one as deeply personal and often emotional as varied law practices. Taking time to study your prospects will do wonders for your engagement and return.
Personalized Content
An easy place to begin your personalized marketing initiatives is on social media platforms. Yes, some folks only use the platforms to garner likes on their selfies or wax philosophic on their personal political beliefs, but it’s through those forms of self-expression that we get an idea of what our prospective clients want and how they want it.
Take a look at what is trending on Twitter, implement a poll for your audience, and flat-out make yourself available. It’s incredibly frustrating to use a social media page’s contact/message feature, only to find that the company you are seeking has left you on read. Some companies even have dedicated customer service accounts on various platforms for the sole purpose of a personalized experience—making themselves available to their clients, and actually responding in a timely manner when those clients seek out more than a FAQ page.
Personalized Website Experience
In providing a personalized experience to clients and prospective clients on your website, you’re able to extend to your audience offers and options that they need. Don’t make them hunt and click down rabbit holes on your website to find their solutions.
Analytics and geographic segmentation are beneficial for identifying who your prospects are and for what they are likely searching. Some back-end programing on your website can allow for pop-ups and offers on your page that are relevant to the prospects who are perusing.
Personalized Email
Another option for offering a personalized customer experience is through your email campaigns. You might not be all-in on the technology behind sophisticated approaches for identifying your prospect base, but a good, old-fashioned spreadsheet is all you need to begin a dynamic and personalized email campaign.
While those fancy tech tools are uber helpful in email campaigns, you can do some of the leg work on your own with the information you’ve stored in your CRM. Take a look at this info, think about what certain people have in common, and draft emails with pain points that matter to them. Check out the basics of email personalization.
We could talk endlessly about the powers of personalization and how it should be the foundation for every marketing effort you make, so please reach out to our team if this tech talk is still Greek to you. The By Aries team is excellent at decoding it all and would love to guide you on perfecting your digital presence!
