How to Harness the Power of Social Media Personalization

By on April 19, 2019

 Image courtesy of Wokandapix from Pixabay

Almost eighty percent of consumers say that personalized content increased their purchase intent. In fact, when personalization is launched in more channels, overall consumer spending increases by up to five hundred percent, according to a study conducted by OneSpot.

Personalizing your social media content can increase your conversions by getting consumers to be more engaged with your content. It has been one of the big challenges for the last several years now, and it’s still an ongoing focus in 2019.

Before You Personalize, Know Your Targets

Personalization is impossible without understanding who you are personalizing your content for first. That is why data analysis is so important – it helps you understand your customers so you can build personas. Once you have personas for every customer type you wish to cater to, you will have a better idea on how to prepare personalized content that really speaks to them.

Creating personalized content requires teamwork and collaboration. Streamline content creation with the use of right tools – the right software makes all the difference. Does your current software solution have all that it takes to easily access, share and work on content? Have you already invested in cloud-based solutions? If not, do your research on which would be best for you and your team.

It’s always best to go for complete solutions that will have everything you need – from text editors to collaboration and sharing options. The two most popular options include Office 365 with OneDrive and cloud storage and Google Docs with Google Drive. Do you have everything you need, or are you using different services for each step of content creation?

Let’s get into some ways which you can personalize your content.

Using Retargeting Ads

Setting up retargeting campaigns, sometimes referred to as remarketing campaigns, is one of the best ways to personalize your social media content. This is possible on many social media platforms and is very popular among Facebook advertisers.

Facebook allows you to set up ads that target a very specific audience: In other words, people who already have a previous connection with you. Here are some examples of people you can target:

  • People who are on your email list
  • People who are on your customer list (you have their phone numbers)
  • People who already visited your website
  • People who went shopping on your site but abandoned their cart or did not complete the checkout process

This allows you to create highly personalized ads. For example, you can create ads that target people who have browsed a specific product page on your website.

Let’s take leather jackets as an example. If someone was browsing a product page on your site where you sell a leather jacket, then you know that they already have an interest in leather jackets. An ad for leather jackets will catch this person’s attention right away.

Make Social Media Polls Actionable

One way to increase engagement is to create social media polls and bind them to hashtags. People love to vote on matters that they care about and see what others are saying as well.

On Facebook and Twitter, you can easily create multiple-choice polls. The same goes for Instagram, though polls are only available by creating an Instagram story. Polls make users feel as though you are listening to their opinion and that their voices are being heard. By adding a call-to-action after the poll, which users can click on based on their answers, you can increase engagement.

Using Stories

Stories allow you to give your posts a personal flair and tone. The best part about stories is that they only stay up for 24 hours. This means that you can post content which you otherwise would not have posted on your social media channels.

For example, you can provide sneak peeks into your business, such as your team meetings, so that your audience feels that they know you better. Live streaming is another way to personalize your stories and create a personal connection.

Another idea is to use user-generated content in your stories. This basically includes anything your customers send in. You can feature testimonials, pictures of customers using your products, or tips that customer sent in.

Shopping Via Social

Social media is a great way to sell products. Platforms such as Facebook and Instagram have built-in tools to help e-commerce stores sell products that are personalized to their customer base.

Dynamic Product Ads on Facebook are a great start. Remember that we mentioned retargeting? Dynamic Product Ads do exactly that. If a customer has looked at a specific product on your site, they can be shown the product again on Facebook. You can also retarget other audiences who have already interacted with you.

You can also use multi-product ads to display more than one product.

Instagram also allows you to sell products. You can add your store link to your Instagram stories to allow consumers to go straight to your store. In select countries, you can also tag your product posts so that they are clickable and take users to your store. You will need an Instagram business account for this (it is free) and you will need to connect your Facebook store catalog.

Personalized Messaging and Customer Support on Social Media

Finally, make sure that you provide personal customer support on social media. Allow users to tag you in tweets or posts. Comment on posts you were tagged in. If it is a complaint, reply that you will message them directly or simply answer their question with another tweet. Ask followers for feedback and to comment on your posts.

Personalization is of key importance in this competitive age, as customers want to be treated well. By using the above tips, you can stay on top and show your customers that you truly care about them.

About Eric Gordon

Eric Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenue. You can find Eric on Twitter.
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