Personalization is crucial to today’s marketing and sales workflow.
Not only does improved personalization drive better customer responses, it can deepen customer relationships and lead to better long-term customer loyalty.
In a digitized marketing and sales environment, there are other aspects that can influence the strength of your personalization tactics. Not only is it important for marketing and sales teams to drive personalization based on the typical buying journey of their ICP and target accounts, it is crucial for both teams to build content and personalization strategies that can help them effectively cater to different audience sets based on where they are, their localized tastes and content preferences among other factors.
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But the truth is, while marketers and sales people use their current technologies to understand more about what can drive their customer response and behavior, not many are completely attuned to building personalization plans that caters to global audiences. In larger enterprise teams, regional departments and sales-marketing heads of those teams are expected to nurture and drive regional marketing and sales campaigns,
But for small to mid-sized teams the typical team structure might not be the same, this requires a more robust personalization tactic that can help effectively tap into global audience preferences even with a lean team or smaller distributed workforce.
A Few Factors that Can Help you Ace your Personalization Game for a Global Audience
Segmenting your Audience, Region Wise
If you market to a global audience, audience segmentation has to be performed keeping certain things in mind. While marketers usually follow a set of standard parameters when it comes to audience segmentation, for marketers and sales people who run campaigns and outreach for a global market, dividing lists based on where segments are located has to be a basic first step in building out a better personalization tactic. After this, utilizing additional elements like age, other demographics, buying intent and relevant data points to further segment the lists can help provide the required information that marketers need to craft suitable campaigns and messaging to help drive faster customer response.
Keep Marketing Content and Marketing Themes Evergreen
For marketing programs to scale easily and drive optimized output for a global audience, the basics need to be strengthened first. For lean marketing teams, having a solid marketing strategy that covers evergreen themes (not seasonal ones) can help them use content that is already sitting in their centralized media assets drive or CRM and repurpose it to drive ROI from audiences based in other regions or nations.
Larger teams that have the bandwidth to top this up with a few localized flavors can use localized events and festivals to drive more impact into their marketing messaging and tap into the market faster.
The good part about relying on evergreen themes is that it allows marketers to quickly re purpose content to run campaigns to newer audience sets or repeat campaigns to existing target audiences.
Understanding What Triggers Local Audiences
Using marketing data to breakdown past buying behaviors of customers can help drive future campaigns, but for marketers sitting in one part of the world and running marketing campaigns to global audiences, it is integral for them to know what triggers local audiences and why.
For certain segments it could be a local celebrity or festival, for some it could be a sentiment. When it comes to ‘’knowing your audience’’, there are many other attributes that need to be identified for a global audience base to help drive better output from relevant messaging and campaigns.
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Email Sends with a Local Name or Local Flavor
Most marketers drive a part of their marketing with a well thought out email marketing cadence. When formatting email sends for a global audience, it can be useful to adjust the name of your sender to suit localized preferences!
A standard generic name can be useful too, but a localized version can serve its own benefits and pull more interest from potential customers.
Driving Further Impact with Local or Regional Languages
In how many languages can you say the word ‘’Hi’’ or ‘’Hello’’? Sometimes, even localizing a part of your emails sends or other multi-channel marketing campaigns and putting in a word or two that goes with the local language or local sentiment can help drive more impact.
When customers find that a brand understands them and their needs, they are more likely to respond.
Marketing to global audiences can be a fun and exciting part of every lean marketing team’s journey. The best part is, with the range of marketing technologies today, a small team of 05 can actually create a worldwide impact if they have the right tools and simplified, well thought-out processes in place.
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