Creating Customer-Centric Messaging Using Data

Data can tell you how to craft a message in a way that appeals to customers at each step of the buying journey. Here are the best ways to start.

Each day, you’re gathering more information about your target audience — to the tune of about 1.7 megabytes per person. Without a strategy or solution for organizing and managing this information, it becomes more challenging to deploy this information as part of your customer-centric marketing strategy.

At Pearl, we look at data as the foundation that supports customer retention and acquisition efforts; it’s critical for successfully executing your overall marketing strategy. This data foundation humanizes customers and helps businesses better understand what makes target audiences respond. You no longer need to guess whether your customer messaging strategy will resonate because the data will tell you how to modify your message in a way that appeals to customers at each step of the buying journey.

Download our Marketing Data Assessment

While actual messaging varies by business type, the approach is almost always the same. Here are the best places to start:

  1. Customize Welcome Campaigns

Showing gratitude to potential customers who opt-in to learn more about your business has become standard practice. Data allows you to customize your messaging based on each individual while creating a welcome campaign that highlights different aspects of your business, products, and services.

By deploying customer-centric messaging as part of your marketing, you’re not trying to cram every last bit of information into a single email. Instead, you deliver tailored content based on their interactions with previous messages to ensure your campaign is both useful and relevant to each recipient.

  1. Personalize Content

Much like your welcome campaigns, data enables you to add greater personalization to your customer messaging strategy. Instead of relying solely on marketing interactions, you can use past purchasing behavior, social shares, and other brand engagement data to make your content more relevant to each contact.

recent report found that 8 in 10 organizations felt personalization was critical to their marketing strategy. At the same time, a McKinsey study indicates that only 15% of CMOs believe their companies are taking the steps necessary to personalize all customer interactions. If customers feel like you’re speaking to them directly, it improves the overall customer experience and leads to greater sales conversion.

  1. Optimize to Build Customer Loyalty

Companies often concentrate their marketing efforts on customer acquisition, which is undoubtedly an important strategy for growing any business. Once you successfully build your customer acquisition strategy, though, it’s time to develop your customer retention marketing strategy.

Use customer data and customer behavior to segment your audience, building campaigns that individualize the brand experience while fostering customer loyalty. Incorporate retargeting efforts as part of this initiative, using previous interactions to deliver more targeted messaging to specific customers across multiple sales and marketing channels.

Striking the right chord in your messaging comes down to data. It tunes you into each individual’s wants and needs and helps you “speak” to them on a one-on-one level. Providing the right message at the right time keeps your business top of mind when someone is ready to make a purchase.

If you’d like to learn more about Pearl and how data can drive your customer-centric marketing strategy, please contact us  today. We have plenty of information on the topic.