Customizing your marketing strategy refers to adjusting the products or services to give the customers the best experience possible—for instance, many industries like retailers, software giants, financials, and construction. They all use the method to market their products/ services.
Mass customization is more of an art rather than a strategy. That is, producing goods/ services to give the customers the best possible services through packaging, marketing, or manufacturing a product that would eventually adjust to the environment. However, mass customization makes products or services more personalized to the customers. As a result, the business can be much more flexible, giving the products or services to the customers. In the meantime, that also lowers the production cost of products as they get produced in bulk.
Often referred to as made-to-order or built-to-order. Cutting-edge production methods and technology have permitted the manufacturers to produce easy-to-change parts that the customers can personalize. One such instance is from the furniture industry, where customers can customize certain furniture sections according to their liking. Furthermore, mass customization enhances customer experience and also drives up sales. It is important to note that the outcome is achieved by low production costs.
It is high time we discuss tips for customizing your marketing strategy to the industry.
Companies use customized marketing strategies to gain an upper edge in the market over their competitors. These competitors sell generic products in the market. It is vital to inform the customers that they can develop some part of the product. That often assists in creating a loyal clientele and a deep-rooted sense of ownership. The following are the benefits of a customizing your marketing strategy;
- Spike in sales
- Lower production costs due to bulk production
- Higher revenue
- Accommodating
- Engaging customers
- Brand loyalty
- Gain an upper edge in the market
1. Address an issue
Every industry tries to address an issue in the market. The first step in addressing a problem is to ask the right questions. Here are some of the questions you have to ask to identify the problem;
- The business objective that needs support through marketing
- The audience you want to customize the product for and the segment. The demand for the products from the market.
- Sales strategy for each segment
- Creating a content strategy and its timely deployment
- The sort of message you want to send to the customers.
- Messages and content positioning for each segment
- Where to use the content and customization.
- Determine where to execute the strategy, for instance, landing page, emails or forms, etc.
Potential customers may want to try the product you are selling. For that, they would like to schedule an appointment. You can use an appointment scheduling software like Picktime. The software digitalizes the appointment scheduling process, which would improve the business efficiency. The automated message over email or SMS reminds the customers to be on time for the appointment. Picktime also has beneficial features for businesses to flourish.
2. Customer data
Customer data is often necessary to market the products to them. Marketing professionals often struggle to decide due to information overload. To avoid such a scenario, you can categorize the data collected according to the following;
- Demographic data include name, title, email, mobile, etc.
- Firmographics data, including the name of the company, industry, number of staff, annual turnover, etc., such data is helpful in B2B Marketing
- Behavioral data gives insight into their activities while visiting the website, links clicked, number of visits, etc.
- Contextual data includes the type of web browser, device, location, and time.
3. Email marketing
Potential customers these days prefer email communication from brands. To personalize the email, you can address the customers by their names. You can categorize the customer based on their preference. As a result, you can effortlessly target the right audience for your business. Remember that while sending the email, keep the language of the email friendly so that they can quickly relate. Moreover, email marketing has higher conversion rates.
4. Social media platforms
Social media platforms are an excellent avenue for marketing the business. Remember that social media these days is overcrowded. Therefore, the content posted on social media is vital to luring potential customers. However, you can effortlessly target the intended audience. You also have to maintain your social media profiles regularly and professionally. At the same time, you must keep consistent in sending the message to the customers.
5. Video content
Potential customers spending time online consume video content. Therefore, you can create personalized video content. Customized video content gives a human touch to the videos. For instance, customer testimonies effectively tailor marketing strategies and instill customer trust. You can use Facebook and Instagram to create personalized videos for customized marketing strategies.
6. Sales strategy
For the effectiveness of the customized marketing strategy, you have to determine whether you want to sell the products directly to the customers or B2B. Direct sales have proven to be very effective irrespective of the industry. Building networks, personalization, and effectiveness of storytelling are viral to drive direct sales. Another effective method is inbound marketing. That is converting the traffic into sales.
7. Appreciate
You have to appreciate the people because everyone likes getting appreciated. You can send a personalized thank you note via email. Moreover, that ought to allow establishing a personal relationship with the customers. Another way to develop a personal relationship is to ask customers to complete surveys. For instance, as a business owner, if you commit a mistake. You have to take responsibility for the error and send an apology email to the customer.
8. Website
In this time of rapid digitalization, you must create a unique business website. The website is also the digital business card of the business. While designing the website, you can let your imagination run wild. Remember that it should be easy for potential customers to access information about the company and its products. You can also convert and generate leads from the website, improving the sales conversion rates.
9. Determine the goal
For any marketing campaign to succeed, you have to determine the goals you want to achieve, especially for customized marketing campaigns. For instance, the plan you want to achieve is market disruption. Then you have to implement strategies to disrupt the market of its existing practices. If market penetration is the goal, then you have to implement strategies to penetrate the market. For the marketing campaign to succeed, you have to determine the goals you want to achieve.
10. Pick the right tools
Once you have determined the goals you want to achieve, then you have to begin picking the tools. Online sources like social media give insights into the effectiveness of the campaigns. On the other hand, you can also use Google Analytics to check the performance of the blog and the website. Besides, you can use scheduling software to upload posts on social media platforms. In the end, you have to pick the right tool to promote the business, as many tools are available in the market.
In conclusion, these tips should help you in customizing your marketing strategy to better target your specific industry. Keep in mind who your customer is, what needs they have, and how you can reach them most effectively. Plan your marketing campaigns around these key points and you’ll be sure to see an improvement in your results.
