65% of consumers say that they expect personalization as the standard of positive customer service. Why? Because today’s consumer has grown to expect the same level of personalization from small businesses as they do from companies like Amazon, Wal-Mart and other large corporations that target their ads and marketing messages almost seamlessly.
How often have we heard jokes from people saying they were thinking of a product and then suddenly saw ads coming from that business? Of course, these companies aren’t that good… yet, but they are hyper-focused on making sure consumers who show any sort of interest in their product will see more of it. Now, small businesses need to personalize their messages, but not in the same way.
A company who does a great job of this is ScanMyPhotos: “We are very personal and each email is customized to refer to the customer’s order,” said Mitch Goldstone, president and CEO of ScanMyPhotos. In other words, knowing your data and keeping careful track of what a customer has purchased from your business in the past makes all the difference in personalizing your engagements with them. When a customer gets their oil changed, it’s a great idea to reach out to them through text or email when it’s time for their next appointment, with a message tailored to their needs: “Hey Jessica! We noticed it’s almost time to get your Highlander’s oil changed again. Would you like to schedule an appointment for this week?”
Another great way to personalize your interactions with customers based on previous services is through the art of appreciation. Saying, “Thank you” is so simple, and yet it’s often overlooked. There are so many ways to show appreciation for customers, and among those is a follow-up after each service appointment. Sending a quick text or automated email to your customer after each and every appointment to thank them for choosing your business is a great way to establish a stronger relationship with them, while also personalizing your interactions.
Consumers are no longer interested in or intrigued by the copy-and-paste method of marketing. Interactions need to be tailored to meet the needs of each individual customer. Reaching them on the platform they prefer and with the right message is what is going to make your business stand out from the competition.
For more insights on marketing strategy that actually works for small business, subscribe to the FreshLime Newsletter here. Connect with Jay Bean, Founder of FreshLime and Small Business Marketing Expert on LinkedIn and Twitter. And last of all, if any of these tips have helped you or if you have anything to add please comment below. We’d love to hear from you!