3 Strategies to Personalize Your Social Media Marketing Campaigns

Any marketer or social seller should know how impactful personalization can be within their marketing. Epsilon research recently found that 80% of consumers are more likely to do business with a company that offers a personalized experience. Personalization allows you to provide specific content to a very targeted audience that will find it most relevant. But that can be difficult on social media where you aren’t interacting with a single person, but a large number of followers at the same time. You can’t create content for one specific follower, the rest of your followers would never want to interact with it.

A 2017 study by Monetate, found that 79% of companies that exceeded revenue goals had a documented personalization strategy in place within their marketing operations. That’s a pretty strong correlation. Finding ways to inject personalization into your social media strategies, where personalization is much harder to pull off than in, say, paid advertising or email marketing, can re-shape the way that you think about social media.

But to understand how you can increase personalization in your social media marketing, let’s define what personalization is and how it works. After that, we’ll outline specific strategies for injecting personalization into your social media marketing campaigns.

What is Personalization in Marketing?

Consider a sales presentation. Good salespeople know that for a sales presentation to really hit home, they have to customize that presentation to their audience. You wouldn’t present a soccer training program for a hockey team. That is personalization at its most basic level.

But it goes much deeper. In sales presentations, personalization is all about catering that presentation to your audience’s specific needs. Some customers want to know more about specific features. Others want hard facts and statistics to illustrate the assertions that are made in the presentation. Others may want to have specific objections and concerns answered. Each member of the audience has different needs in terms of what they want to hear from the salesperson. Getting a feel for your audience and being able to deliver the things that they want to hear about your product is the trick, both in sales and in marketing.

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