The average person sees 5000 ads a day, forgetting most of them. The ads that are remembered are those with a message that resonates with the consumer.
Personalized marketing is a highly effective strategy. Research shows that businesses that personalize web experiences see an average 19% increase in sales, and personalized marketing emails receive 29% higher open rates and 41% higher click-through rates.
Personalization is a method that will ensure that your message is not only being heard, but remembered.
Know Your Audience
In order to effectively sell, you need to know who you’re selling to. Take eldercare for example. The market for eldercare is highly specialized because it not only applies to a very specific segment of the population but it also is fraught with emotion. Choosing an eldercare provider is a very personal decision. Generally, people are thinking about which provider would best suit the needs of their loved one.
The first step is to identify who is interested in your product. A twenty-something year old isn’t going to be interested in eldercare, for instance. People who purchase eldercare are generally adults, age 30-55, who are making a decision for their older relative. Keep this in mind as you advertise. Where will your message reach your audience best? A Facebook ad targeted at older adults?
Whatever the medium, a message targeted at a specific audience will receive more responses and waste less resources. Content marketing costs 62 percent less than traditional marketing and generates three times as many leads.
Understand Prospects’ Needs
Another key step is to know what your customer wants. This is why gathering data is so important. First, make sure you’re analyzing all the data you automatically have available to you. This includes all website data— how long people stay on your website, what links they click, etc. It also includes demographic information about your clients—where they live, their age, income bracket, etc. Don’t forget about online reviewing sites like Yelp; they are valuable (and free) sources of information on your facility.
The next step would be to start collecting more information. One way to do this is to conduct surveys. Ask current clients what made them choose your eldercare facility. If it’s important to many people seeking eldercare to have a facility close to home, email clients in your zip code highlighting your location.
Another way to get data is through subscribing to a tool or platform that aggregates user data across all streams. This will help you get specific data on what consumers are searching for, which will allow you to provide a highly targeted message. For instance, if someone searches for Alzheimer’s and senior living facility on a search engine, show them an ad that emphasizes your memory care unit. The more information you can get on your potential customer, the more targeted you can make the ad, and the more likely they will be to buy.
Build Your Brand
Once you have the information on who your audience is and what they want, the question is how to advertise to them. It is important to keep in mind the personal and emotion nature of choosing an eldercare provider when designing advertisements. If you market correctly, you can use these feelings to your advantage. Emotion is a major part of the way consumers make decisions. In fact, fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions rather than information.
One way to use this emotion is to emphasize the reliability and compassion of your eldercare facility. The customer will have a strong emotional investment in picking a facility that will treat their loved one with care, and they may even be willing to pay more for it. If you recognize your customer’s pain points and respond to them, they will place more trust in you.
Another way to build trust is to include testimonials from past customers that reinforce the dependability of your service. This will help lend credibility to your advertising. Most consumers, especially those buying eldercare, are looking for a more compassionate experience, and past testimonials will add a human touch to your brand.
Bring it Together
The most important thing to remember is that buying eldercare isn’t like buying a pair of shoes or a fridge. No one ever wants to buy it, and buying it is often an emotional experience.
However, it is a necessity for many people and with the right marketing, you can target your ads to the people who will be most likely to respond to them. If you can show the customer that you understand what they’re going through and that you genuinely care, they will be more likely to trust you and purchase your product.