11 Tips To Create A More Personalized Marketing Campaign For Your Target Audience

When creating a personalized marketing campaign, marketers may want to focus solely on creating for their target audience based on the audience persona or other interest that they have. From integrating technology into your tech stack to investing in data analytics, making a more personalized campaign can be done in many efficient ways that will cater to the challenges the target audience may face or their personal needs.

These methods aren’t the only successful steps marketers can take when aiming for their target audience. Below, 11 Forbes Communications Council members share many other tips to follow to make a more personalized marketing campaign.

1. Deliver Content And Experiences For Engagement

Remember that the objective of personalized marketing is to deliver content and experiences that drive engagement from your target audience. It’s not a tactic to reach the most number of people. Measure your success accordingly. – Rekha Thomas, Seismic

2. Integrate Technology Into Your Tech Stack

When thinking about creating marketing campaigns tailored to your target audience, my best tip is to integrate technology into your tech stack so you can engage with customers when they show intent of interest. Timing your campaign to meet your audience exactly where they are can help increase your content’s reach. – Margaret Franco, Finastra

3. Hire Talent That Relates To The Audience

First, it’s important to have a clear understanding of the target audience. It’s impossible to create relevant content without understanding the unique challenges and needs of an audience. Second, when producing content or ads for that group, make sure the team working on the personalized campaign can authentically write copy, produce ads and hire talent relevant to this audience. – Suzy DePrizio, Centene Corporation

4. Know Who Your Buying Group Is

Know your buying group, which boils down to the right people on the right accounts. Once the buying group is identified, marketers can leverage artificial intelligence and zero in on a customer or prospect’s specific preferences and priorities. Then, they can deliver more relevant, impactful and value-driven campaigns that bring in more high-quality engagement with the buying group, converting into more revenue. – Mariana Prado Cogan, People.ai


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5. Use The First Name Of The Person

This old trick works! Use the person’s first name as much as possible. Direct mail allows for a conversation with the recipient better than any other medium. Just like hearing our name in conversation, we like seeing it in print; it draws us into the topic. If the marketer targets correctly and the message is relevant and meaningful, the repeated use of the recipient’s name helps solicit action. – Melanie De Caprio, SG360°

6. Avoid Mass Data Harvesting

When building a personalization strategy, marketers must avoid mass data harvesting. In the new privacy-conscious landscape, we need to be more selective. Rather than focusing on demographic data, build buyer personas based on transactional data and purchase behaviors. What have people bought and what do they plan to buy? All other data is surplus to requirements and reduces accuracy. – Anil Malhotra, Bango

7. Shape The Message For Your Demographic’s Situation

Tailor your message toward the situation your demographic will be in when they use your product. Then help eliminate some friction that gets in their way. Tell them in the simplest terms how you are going to make this situation easier for them. – Scott Stevenson, Blackstone Products (North Atlantic Imports LLC)

8. Include Your Purpose In Your Marketing Efforts

Making a connection between a company’s marketing and its target audience can be a challenge. This becomes easier to address when companies integrate their purpose into their marketing efforts. The purpose is the reason your brand exists and that needs to be communicated across all efforts, including marketing. Doing so will ensure an authentic message that your audience will connect to. – John Jorgenson, Cambium Learning Group

9. Ask Questions And Use Intent Data

Before creating content, do some preparation. Ask questions and use intent data to identify what they are searching for. From here, you can direct them to specific content that will solve their challenge. It’s not just about getting a name anyone can “personalize” that way, it’s about understanding their role, the problem they are trying to solve and directing them to that information. – Kimberley Drobny, Theatro

10. Make A Connection With Your Target Audience

A great way to know how to personalize is to talk with your current audience. Get connected to your top clients so they can be a sounding board for you to bounce ideas off. Learning straight from the horse’s mouth will give you a direction to aim for personalized campaigns. – Sarah Lero, A.L. Huber

11. Gain Creativity From Your Audience

Personalized marketing is first and foremost about having a clear understanding of who you want to address. Lean on the audience persona to spark your creativity and anticipate their needs. The profiling you have done should be top of mind from the beginning to the end of your personalized marketing development process. There is no room for a cookie-cutter approach. Success is a detail-driven period. – Florence Giuly-Davis, PR Paradigm