Today, a whopping 71 per cent of small businesses have an online website, increasing 21 per cent since 2018 alone. With more small businesses online than ever before, brands that offer personalisation at every touchpoint will be the ones who stand out from the crowd.
So why is it important? According to reports, the average person is exposed to between 4000 and 10,000 ads per day. This messaging overload means that businesses must provide personalised content and experiences of interest to new and existing customers if they want them to interact with their brand.
So, how can small businesses make the most out of personalisation?
Collect data, and lots of it
The only way to truly know about your customers is to collect and obtain data. Lately, there have been a lot of conversations around the use of third-party cookies, however, as we prepare for a cookie-less future, the time is now for small businesses to leverage technology to rightfully obtain first-party data. This will also help build trust with your consumers as they are willing to give you access to their data without sourcing it from a third-party.
So, what data do you need? Anything from contextual data, such as the device and browser used or the shopper’s location, to demographic and behavioural data. However, when deciding which data to use to personalise the experience, you need to keep two factors in mind. Firstly, ensure you’re using fresh, up-to-date data. People change, which means so does their requirements for personalisation. Secondly, leverage data from all your customer touchpoints. The data you collect on one customer might not provide all the answers but a true analysis that combines broader trends and market movements can help you set your business up for success.
True personalisation
We hear a lot about personalisation and why small businesses and marketers need to take advantage of it – but what is true personalisation? True personalisation helps businesses, regardless of their size, to build better relationships with their customers, increase loyalty and boost ROI. In fact, done correctly, personalisation can increase conversion rates and sales, and it means that the products and services you’re offering to potential and existing customers are effective.
The role of predictive technology
There are many different ways small businesses can create personalised experiences for customers. One way, in particular, is to leverage the use of technology. Predictive technology, like Digital Experience Platforms (DXPs), enables small businesses to create personalised content for customers across every touchpoint. Creating a seamless digital journey for customers is what sets good businesses apart from the great. Technology assists by taking the guesswork out of it for small businesses. With less effort and more control, businesses can continuously personalise interactions with customers so that every experience is better than the last.
As online competition continues to be fierce, the time is now for small businesses to enhance their user experiences and offer customers true personalisation across every touchpoint. By collecting the right data, small businesses can improve campaigns, increase conversion rates, grow engagement from within target accounts and create hyper-personalised experiences for customers.
