You open your email to see the same old messages full of useless spam and tireless attempts by a brand to convert you into a customer. The messages are crafted with detached language that makes it easy for you to drag these emails into your junk mail folder.
What if these messages were personal and appeared to be written just for you, though?
Imagine if all the marketing efforts you encountered seemed to speak to you directly and not a mass market. Fortunately, there is a marketing tactic that can turn a customer’s encounters with your brand into a personal experience. It’s called personalization marketing.
Personalized marketing is becoming one of the most effective digital marketing strategies available to businesses. For companies that work in the healthcare industry — such as rehabilitation clinics — personalization is essential.
What exactly is the definition of personalization marketing, though, and what value will this strategy bring to your marketing plan? Below, learn why personalization marketing is the right choice for your clinic.
What is personalized marketing?
It’s easy for prospective clients to overlook your ads, emails, and requests — especially given the fact that people live in a world where they’re bombarded by non-stop marketing in every aspect of their lives.
While traditional marketing methods may leave your audience feeling disconnected or detached from your brand, personalized marketing provides a different approach that breaks down the barriers present between marketers and consumers.
When developing your marketing plan, your marketing team will collect information about your audience through careful analysis and data collection. Prospective clients are likely to fill out forms on your website, like a contact form, with their information too.
You must protect the sensitive information offered by your clients, however, while also using this data to deliver a personalized experience to potential clients. This means starting emails with a person’s first name, providing service recommendations to consumers, and more.
By definition, personalization marketing aims to bring a personal approach to branding and advertising with the hopes that it will increase customer satisfaction and conversion rates for your center.
Why is personalization marketing valuable to rehab centers?
Maybe you’re still debating about personalization marketing and can’t quite understand the value of curating a personalized experience for your audience. There is tremendous value for using this marketing tactic, though.
The six most compelling reasons why personalization marketing matters include:
1. Higher conversion rates
When you approach potential clients with a broad message that doesn’t contain any personalization, you’re not as likely to persuade these clients to choose your center. You want your words to resonate with your audience and to show them that they matter to your clinic.
Using a person’s name, customizing call-to-action text, and conducting follow-up emails are all personalization marketing approaches that increase your likelihood of improving your conversion rates.
By analyzing your clients’ behavior and investigating your in-house data, you’re more likely to create advertisements that will convince your audience that your clinic is the right choice for them.
Not only do you instill a greater sense of trust in your services, staff, and facility, but you also convince people that joining your clinic is the right decision.