When we talk about passive personalization in the business world (now used by as many as 70% of digital publishers), we generally refer to the use of information trails that consumers naturally create. However, considering passive personalization techniques at the business end can also help to power marketing processes that always land in the right places without necessarily requiring added input.
This is especially essential for small businesses or startups that may not have the resources to tailor sales personalizations otherwise. The question is, what does passive personalization of this kind look like, and how can it help to enhance marketing reach, and ultimately grow your business, overall?
1. Always automate
Small teams will inevitably struggle to achieve contextualized sales pitches or one-on-one outreach for every promising lead. Instead, automated personalization processes implemented through outlets like email or even an SMS api, make it far easier to reach mass audiences at a personal level. And, profits will surely benefit as a result.
Simple techniques like using consumer names/factoring for search history may seem surprisingly simple. But the fact that personalized email taglines alone increase open rates by 26% proves that putting systems in place to enable this benefit will most certainly pay off.
Aside from inputting basic information at the start of usage, employees won’t even have to worry about these processes, thus freeing them to dedicate more time to products that are far more likely to also appeal to consumers on a personal level.
2. Let people personalize for you
There’s also a lot to be said for moving back towards a more active consumer approach.
While this might have worked against you a few years ago, increasing consumer skepticism about data usage means that personalizing based on forms that customers fill out themselves can especially help to get people on board.
What’s more, far from having to sift through endless reams of data, this more tailored personalization focus enables you to automatically adjust to consumer needs within minutes of their arrival on your site.
Read also: 8 Business Tasks You Can Easily Automate with the Help of Modern Technology
3. Personalize your channels on a wider scale
Outside of consumer-specific personalizations, you can also better reach the right audiences by simply taking the time to consider what your consumers are looking for across each channel.
Obviously, automating data handling can help here, but even in-built platforms on things like social media pages and your website can prove invaluable for personalization on a surprisingly mass scale.
For instance, taking into account things like the average ages of your social media followers can help you to adapt content/product mentions to those tastes.
Equally, considering the most popular geo-locations of website visitors enables you to provide location-specific experiences. This might not be personalization at the level that you need it but, paired with the other techniques mentioned, it’s guaranteed to help you better secure conversions in the long run.
Personalization is an invaluable tool and, as you can see here, taking the right approach can help you to get it right without adding to your workloads in the slightest!