The Pertinence of Personalization

In real estate, “location, location, location” is often the key phrase that goes around, but in 2020’s social media marketing environment, it’s “personalization, personalization, personalization!” From what types of content you’re posting on particular platforms, right down to what the copy in that content says, gone are the days of a “one size fits all” type of campaign. A generalized campaign often shows a lack of thought when people statistically want their brands to come off as more authentic and intentional in their marketing and products alike.

Content and Demographics

To start, let’s talk about content and demographics. The people actively using Facebook are likely not the same ones trying to go viral on TikTok. The people looking at pictures on Instagram are usually not the same ones posting jokes and rants on Twitter. There’s overlap, of course, but overall who you’re talking to will vary considerably (think about your grandma being Facebook and your niece or nephew being on Instagram– you don’t speak to them the same way). That’s why it’s essential to make sure you’re posting relevant content to relevant people. Twitter may love that meme format, but will Facebook? Maybe not! Each potential customer is just as important, however.
So you’ve got what platform works with potential customers, but what about gaining followers, responding to questions, or providing additional content? Social media doesn’t sleep! People, particularly young ones, can spot a bot or a generic response a mile away, and it’s a major turnoff that can lose you customers in the long run. Your social media is the face of your company, and you need to be sure you’re coming off as authentic and caring as possible. Whether responding to something good or bad, every interaction with your customers is something they will remember, even if you don’t. Taking time for a thoughtful response can go a long way.

Personalization of Social Media Content

Personalization not only benefits the customer, but it’s also a great way to show off the personality and voice of your company! Take Wendy’s, for instance. There are countless fast food options to choose from, so it’s no easy task to make yourself stand out, even for a classic company everyone knows. Their Twitter has been a massive success and an excellent example of social media done right. Whether it’s joining in on trending memes, searching for conversations to join in on, or responding to bad Wendy’s food experiences and good ones, they make you feel like they’re more than a corporation in a stuffy board room.

Not even social media ads themselves are safe from personalization. Sure, you can advertise to the people who follow you or two who you think your audience is, but what about those “almost” customers? If you’re anything like me, you’ve gone to a website, looked around, maybe even put some items in your cart before thinking better of it or running out of time, closing the tab, and moving on. Targeting those people and providing them with more information about the product or service they were looking at is an excellent way to reel those people and convert them from visitors to paying customers. 

I’ve talked about personalization at a high level today, but it’s quite a complicated topic that could have its class taught. You don’t have the time to learn the ins and outs of social media, nor should you be expected to. When it comes down to it, keeping all of your audiences and all of the strategies used to reach them is a lot to keep track of. You’re the expert in your field; allow us to showcase our expertise by handling your social media marketing campaign! For more information, call us at 321-255-0900.

About The Author

Shannon Sullivan Shannon Sullivan