Unexpectedly, some amazing turnaround happens when you listen keenly to the customer during direct marketing. The new version of this idea is one-to-one marketing. If you want to increase the customer base value of your business, then one-to-one marketing is the latest and trending option that can work wonders. Digital marketing experts are concentrating on this particular style of business promotion to get big returns for the time and money invested. So what is it all about?
Altering your marketing traits and tactics according to individual customer profiles, their needs, wants, as well as your opinion about the customer is one-to-one marketing. Before you join the many people who have joined this bandwagon, you should understand the primary requisites.
Primary requisites
Planning and preparation will be the most important aspect of one-to-one marketing. You should prepare well for the customer before visiting them. This planning is quite different from the conventional door-to-door marketing techniques. Read more about the particular company or the person you are going to meet. Gather information and understand the expectations of the particular client. Based on your acquired knowledge, you can change the tactics on the spot while meeting and interacting with the customer.
Focusing on individual clients
This is a conventional technique taking on a different shape through one-to-one marketing for your digital marketing efforts. Before you send a personalized email to anyone, plan to understand the particular customer with whatever data is available to you. If it is a marketing company or an industrial enterprise, it is easy to gather information from the web or any other conventional resource. However, when you focus on individual clients who are not popular, only superficial information is available. This can be a major challenge, but you must make the most with what you have at hand.
Adapting to the changes
This is where you need to wait for the responses you get through the one-to-one marketing tactics you follow. When you get a chance to interact through email or over the phone successfully, use a flexible tactic depending on the given context. Adapting to the change makes sense here, and the presence of mind will provide you with the maximum advantage. Based on what the customer tells you, you can present the information to suit his interests.
Sometimes, the customer is wise enough not to reveal anything about them initially. In such a situation, you need to read all the potential possibilities around them. It can be the company’s ambiance; it can be its portfolio; it could be his social media presence or even the product and service portfolio. He can also be a direct staff member of the particular corporate owner. Anything you have gathered as information related to their particular profile can be utilized to promote your business proposal accordingly. This is the particular aspect of one-to-one marketing, a kind of customized sales proposal that is diligently put forward on the spot.
Personalized emails
Gone are the days when you could use your company email address with pride when you were sending bulk emails. Today, things are different. Some people are smart enough to move emails to the spam folder directly, and there are provisions automated for this purpose. This is the major reason why the one-to-one marketing campaign has become a remarkable success in the past few years. Personalized emails are a win-win situation for both the buyer and the seller.
Prospective clients will consider a proposal if they see meritorious and profitable presentations in a personalized email. Under these circumstances, it is important for the marketing professional, using the strategy, to present the content lucidly. When you are demonstrating your potential in the right way so that the person at the receiving end understands completely, you are going to be successful most of the time. It is good to use your name, and address the person’s name at the receiving end.
Automated tools
Being busy with your business affairs, if you do not have time for all these formalities, there are automated tools to help you. No one will identify this automated process, and you can send bulk emails that resemble the personalized template. Advanced marketing automation tools are available specifically for one-to-one marketing purposes. However, responses are important. For every single command from the customer, you need to respond. Responses should be diplomatic. When you are maintaining this level of personal correspondence through social media with the customers, that is when you can win their hearts and relationship-based marketing becomes possible. Short-term user behavior can be better understood by analyzing all these interactions eventually.
How to retain the customers using one-to-one marketing strategies?
How do you calculate the churn ratio or journey time? When are your subscribers and customers no longer purchasing from you? When are they stopping? From the point of entry to the point of discontinuity, what is the amount of time for which they are showing loyalty to your brand? What is the average period of all the customers who did not continue at some point in time? If this average ratio is considered a churn ratio, then this is a useful metric for you to analyze the effectiveness of your one-to-one marketing technique.
Customer feedback loop
You need to maintain a log sheet where you will log information daily. This log sheet is all about the interactions you have with the customers on a periodical basis. What are the special occasions during which you interacted with the customer? What is the feedback? We mark a calendar of events and present details for analytical evaluation to the mentors around us. If the customer feedback loop is well maintained in the one-to-one marketing process, useful inferences can be derived. This data-driven analytical method approach is always going to help you retain customers.
Retaining customers has always been a difficult task for even the biggest brands across the globe. So what is the best strategy today in the advanced technological conditions for you to retain customers? If you want to boost customer retention, then the best strategy that can work wonders in modern times is nothing but one-to-one marketing.
Customer loyalty
You provide an opportunity for the individual customer to customize his order according to his current requirements. You assist him in doing this flawlessly by providing him with the necessary features in your eCommerce platform. Even though there are many other options available, this is considered the trending marketing method for digital marketing.
Customer loyalty is the most important need for any brand to sustain itself in this market. If you look into the marketing strategies followed by the established and well-recognized brands in the market, you will realize that their primary focus is to create customer loyalty towards their products and services. The only difference is the difference in techniques that they follow to maintain customer loyalty.
Only satisfied customers are going to show you loyalty. In this case, customer service has a major role to play in making sure that there is an affinity between the seller and the buyer. Any software mistakes and service issues can be taken care of by this extra step that you put forward to satisfy the customer’s requirements at a personal level.
What is customer loyalty that you gain through one-to-one marketing?
You will know if the customer is loyal to you or not. Experienced marketing campaigners are very much used to this process of incessant research and study about the existing client. One-to-one marketing techniques can help you build massive amounts of customer loyalty, and you can evaluate this based on the upselling potential that you create for yourself in due course of time.
The lifetime value of the customer’s repurchasing frequency will tell you about their acquaintance with your branded products and services. This also clearly reveals that your marketing strategy is working in your favor. Initially, you may do this through simple, personalized email campaigns. Based upon the response rate, you can come to proper conclusions about the prospects of further lifetime customer loyalty.
The personality of the person involved in the one-to-one marketing process of building relationships with customers on a long-term basis is crucial. You must ask yourself, what is your customer engagement score? If you cannot evaluate this, you should leave it to your colleagues. A person looking at things from a different perspective will help you evaluate things better. As long as you are willing to receive inputs, you can arrive at the best customer engagement score that you have achieved through your one-to-one marketing efforts.
The success rate of the one-to-one marketing strategies?
- 90% of the time, people unsubscribe from the company emails with which they were previously associated (HubSpot).
- The opening rate of greetings emails is a whopping 85% (GetResponse).
- Overall, customized marketing initiatives are profitable, with up to 4300% return on investment (OptinMonster).
Digital marketers today compete in the global village where web-based one-to-one marketing campaigns and related tools have become inevitable.
Tags: customer engagement, Digital Marketing, Digital marketing strategy, one-to-one marketing, one-to-one marketing strategies