Originally published January 19, 2023 , updated on July 11, 2024

Customers prefer brands that pay attention to their unique wants and needs. They want to know that brands listen to them. Personalisation can help with this. It’s a tactic that allows marketers to contextualise their services and messages for their customers.

Personalised content is a transition from generalised communication to custom digital interactions. Here, data serves as the foundation. Brands can gather, test, and leverage information about their consumers. This information can include a breakdown of their demographics, interests, and behaviours. Then, using these insights, companies can develop more appealing campaigns, communication, and experiences. 

Personalised communication is becoming quite popular as it allows you to create more engaging experiences. When customers are engaged, you connect with them on a deeper level. Let’s explore why personalised branding solutions are important. We’ll also dig into the benefits content strategy services can offer.

What Is Personalised Content?

Personalised content is communication tailored to the needs and interests of an individual. It includes everything from custom emails to targeted product recommendations. Personalisation in branding solutions allows you to provide individualised experiences. In essence, it’s a good tool if you want to connect with your customers on a deeper level.

Why Is Personalisation Important?

Customers expect personalisation from the brands they interact with. A McKinsey study found that 71% of customers expect companies to deliver personalised interactions. And 76% of consumers get frustrated when this doesn’t happen. As such, offering personalised branding solutions helps you meet your customers’ expectations. 

While customised copy requires significant time and resources, it’s worth the extra effort. Customers reward businesses that offer custom-made content experiences with increased engagement and sales. In fact, 76% of consumers said that receiving personalised communications made them consider the brand. Simply put, customers are more likely to engage with content that resonates with them.

4 Benefits of Personalised Branding Solutions From Content Strategy Services

1. Better Customer Engagement

In the same McKinsey study, 72% of customers said they expect businesses to recognise them as individuals and know their interests. Consumers associate custom content with positive experiences because they feel special. Sending your customers an email that checks in with them post-sale, or a social media message asking them to write a review, eventually generates positive perceptions of your brand.

Content strategy services can help increase customer engagement. They help you offer customers custom communication that’s relevant to them. As a result, your target audience is more likely to interact with the content. With personalised branding solutions, you can position your brand as thoughtful and attentive. This positive perception can surely be a useful competitive advantage in a crowded market. 

2. Improved ROI of Marketing Efforts

Personalised branding solutions can help you increase your return on investment (ROI). This benefit applies to all content marketing campaigns. Content strategy services can research customer segments and target them. As a result, it increases conversion rates and improves ROI. For instance, a targeted email will likely have higher open rates than a generic one. Likewise, customers are more likely to use a holiday sale coupon for a product in their wish list than a generic coupon. 

The data supports this as well. Personalisation drives performance and improves customer outcomes. Companies that grow faster drive 40% more of their revenue from personalisation. This is compared to their slower-growing counterparts. 

Customers are also more likely to share personalised content. Think about Spotify’s viral marketing campaign, Spotify Wrapped. Users get an overview of their music listening habits from the past year, and many share this unique data on social media. This kind of personalised branding solution helps increase brand awareness while boosting ROI. 

3. Better Customer Loyalty

Personalised branding solutions can play an influential role in customer loyalty. With the correct content strategy services, you can create comprehensive customised interactions. As a result, these interactions can help build more meaningful relationships and strengthen customer loyalty. 

Personalised communication can make customers feel more connected with your brand. And custom interactions can encourage them to buy again after their first sale. It also inspires loyalty over time and makes them less likely to turn to other brands. In fact, 78% of consumers said personalised content made them more likely to repurchase. 

Also, you can use personalised communication to reward loyal customers. By providing customers with targeted content, you can show you care. If customers feel valued, they’re more likely to feel satisfied with custom interactions. They may even refer your business to friends and family, becoming brand ambassadors in their social circles.

4. Increased Revenue

Content strategy services can also help increase revenue through personalised branding solutions. Companies that thrive in exhibiting client intimacy develop their revenue faster. 

According to research, personalisation results in a 10-15% increase in sales. Depending on the company and sector, that percentage can eventually rise to 25%. The benefits increase as a business gets better at using data to increase consumer intimacy and knowledge. 

Personalisation is especially useful for B2C businesses that are starting out. Content strategy services can help establish a strong relationship with your customers. You can do this even with minimal data. You can create optimal and tailored solutions to improve customer outcomes. This strategy helps with greater retention and loyalty and can lead to short-term and long-term revenue. 

Let’s Connect for Content Strategy Services and Branding Solutions

Goodman Lantern is a top-tier content strategy agency. We understand the importance of personalised communication for brands firsthand. Our team of experienced content strategy providers can particularly help you create personalised campaigns. 

We also offer a range of marketing services, including search engine optimisation (SEO) and social media strategy. Our team of experienced content strategists can help you create engaging and effective content, to build customer relationships and increase customer loyalty.

Book a discovery call today, and we’ll help you figure out your next steps! 

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