Introduction
Currently, the promotion of companies through social networks has become a reasonably effective tool for attracting customers and increasing profits. Various methods of increasing demand for goods and strengthening customer confidence in goods and services advertised on social networks have been actively developed. One of these methods was personalization, that is, an individual approach to each client. Offers are displayed based on the unique requests of each consumer, their preferences, and their desires to purchase a particular product or service. In this case, social networks help employees of the company engage in its promotion to get to know their customers more closely to create a unique sales offer.
Collecting Feedback for Better Personalization
Personalization pays excellent attention to the needs of its customers. It involves conducting surveys, collecting feedback to see what people like, and developing this direction and what they do not like, to fix it and make the company work better. Reviews will also help other customers make a choice, as people often pay attention to other people’s opinions. This is often the main reason why new buyers or consumers of services leave reviews so that the next customers can conclude based on public opinion.
Constant work on social media pages will help raise the level of customer confidence and attract new consumers. Commercial pages should constantly update information, conduct engaging interactivity, and try to offer people what they opened this page for. For all processes to work, including personalization, social media activity is mandatory since if it is periodic, people may begin to doubt the seriousness and authenticity of the company.
The Main Purpose of Personalization
For personalization to work correctly, it is necessary to identify target audiences and develop various approaches for them. It turns out that when a client from a specific target audience visits the site, they will receive an offer that, thanks to personalization, will most meet their needs and financial capabilities. In addition, personalization will consist in sending messages via e-mail. A properly configured system of electronic messages will help to increase the number of site visits, increase the number of sales, and allow acquiring new customers.
The primary purpose of personalization is to study the audience’s needs to make them an offer that will interest them and make them customers of the company. To do this, it is necessary not only to study what is attractive to the audience and potential customers but also to create a unique informational text for them. It is needed to make sure that consumers receive benefits from the text, for example, a message about a promotion or gifts and bonuses. Amazon, as an example of a company using personalization, analyzes the client’s past behavior on the site and outputs results following it. Customer, having received an email with helpful information, a gift, or a discount, is more likely to visit the site and place an order.
Stages of Personalization
This is essential for the client to work with a specific enterprise and not go to another one. It is necessary to adjust the entire content of the site for each group of users. It is important to collect as much information about the customers as possible to precisely set up targeted advertising. This type of advertising works with a specific target audience and adjusts all other algorithms to the needs of any group. Having collected a large amount of necessary information, the company creates the most relevant content and advertising. Analyzing the client’s actions on the site and then saving all the information received in a central database is important for future strategic planning.
By analyzing social networks, a company can get a lot of information about a client, for example, brands they prefer, financial situation, gender, and preferences. Collecting such information will help create the most personalized offers that can be supplemented with pleasant offers from the company, such as a free trial period, demo version, free samples, etc. Having tested the product on their own experience, their trust in the company will increase significantly. They will be able to purchase the full version of the product or service with greater confidence.
Setting up personalized advertising is essential for the operation of each site, that is, directly for the company that sells goods or services, as well as for some customers. This is important for the company because it will help attract new consumers at any stage of its work. For instance, the initial stage at which it is necessary to generate a primary flow of customers or a company that has stagnated on a certain number of regular customers and which needs new customers. This will have a significant impact on attracting customers in any business area. Personalized advertising is also necessary for buyers to see the product or service they are looking for, not to waste time looking for other options and in a couple of mouse clicks to purchase the company’s effect.
Making a Content
Good content is an essential and integral part of successful marketing. For example, I often pay attention to what the company demonstrates, what texts it writes, and how it presents itself. For me, a beautiful picture, clear text without unnecessary “water,” competently written, and the main idea of the post itself is essential. I read many promotional mailings that come to my email, and I am always interested in what the company can offer based on personal data about me. Previously, I did not understand based on what I was getting offers about what I was looking for, and I was skeptical, but later I realized that this is a new and working kind of digital marketing.
Personalization of the Experience
The most complex but effective system will be the personalization of the experience, which will build the site so that each client sees their interests and needs. This will require fixing the results of customer search queries and then using the information obtained to build a website. Such a solution is quite complex and will require a lot of time, but the conversion rate will increase significantly, and the company’s profit will grow from this. Before starting work, it is necessary to assess the time, labor, and financial costs and work out a clear work plan. Properly prioritized, distributed efforts and high-quality work will allow personalization to work in the right direction. Personalization is one of the most critical and influential tools for working with existing customers and attracting new ones. In addition, such a tool will allow the company to be in a more advantageous position compared to competitors.
Social Networks Advertising
A decade ago, people could not even imagine that they would be able to advertise not only on television or advertising banners but also on the Internet. Later, websites of individual brands began to appear, by visiting which the client could see the entire range of services offered or the entire product line. Currently, people can use social networks to promote their products, and many are actively using this opportunity. Undoubtedly, people communicate through the Internet and social networks, and technology has reached the level that people can contact each other, even being in different corners of the globe. In addition to cross-cultural communication, people can also sell goods abroad, and advertising on social networks will contribute to this.
Socialization via Social Networks
Customers can constantly socialize on social networks, being on the page of a particular brand. This is because they share reviews, valuable tips, and recommendations regarding products or services offered by the brand. Often, the opinion of users who have already had experience using a particular product is decisive for the idea of new customers. Some companies use this framework and precisely create a place for users on their page where consumers can discuss their experiences, consult with each other, and make their wishes to the company. Thus, the brand has two valuable tools at once: communication and rapprochement of customers, which increases loyalty to the company, as well as feedback and suggestions from customers, by accepting which the company can make its product better.
Communication with Customers
In addition to communicating regular customers with potential consumers, the company has the opportunity to share with fans of the brand personally. Consumers will always have questions that they would like to ask members of the company, and this opportunity should be used. Periodically, the company’s experts can organize a forum or a live broadcast where customers ask their questions online and immediately answer them. This approach will strengthen the positive attitude towards the brand and make the company more competitive in the market. Engaging discussions, catchy posts, promotions, and prizes will help attract more customers. Also, communication with consumers will give the company a chance to form groups and form the primary target audience, which will help employees understand which audience is more necessary to target the product.
Customers help to Advertise
Social networks are a good source of advertising, not only due to well-configured targeting and algorithms but also thanks to the customers themselves. By purchasing products, people can share photos marking the brand and thereby widely spreading information about it. With the advent of social networks, people began to appear who are interested in showing people beautiful photos, sharing knowledge, and collaborating with brands; that is, the blog people are called bloggers. Companies often turn to bloggers with various advertising offers while paying for their work in a way that they can agree on. For some people, bloggers are authoritarian personalities and based on their messages and reviews, people purchase specific products.
The presence of a company in social networks allows one to increase the number of potential customers, form groups, and identify the primary target audiences. Based on consumers’ preferences, interests, and favorite things, it is possible to build a brilliant strategy for the development of the enterprise. In this matter, the main thing is that the company does not lose itself in the pursuit of adaptation to each client. Still, after learning about what can annoy consumers or what they like and what they are interested in, you can become a strong competitor for other companies engaged in the sale of similar goods and services.
Advantages of Advertising via Social Networks
Advertising on social networks has its advantages and disadvantages. One of the main advantages is comprehensive audience coverage not only in the local area of the brand but also around the world. Companies can automatically become international, as they have buyers from anywhere in the world. People log in to social networks every day, watch fresh posts, search for various goods and services, and read reviews. In addition, the company may collect user data to improve its work and marketing strategy.
Advertising on social networks does not require significant financial investments. Undoubtedly, you can invest a lot of money in advertising and use all the opportunities simultaneously. Still, advertising through bloggers, social networks, and targeting will be most effective at relatively low costs. This is very beneficial, especially for those companies whose budget is small and cannot afford to advertise a lot and regularly.
Disadvantages of Advertising via Social Networks
Among the disadvantages of social media marketing is that it takes a reasonably large amount of time to work. A time-consuming process that obliges you to constantly create posts for clients, develop exciting promotions and contests, and answer many incoming questions and comments. Competition is relatively high, and therefore it is required to allocate a lot of time to communicate with customers on social networks so that they do not prefer another company that turned out to be more operational. With a content plan, a significant amount of time spent will bring a satisfactory amount of results.
Another disadvantage is that a lot of employee experience is needed for the brand page to be fascinating and attractive. Professionals will immediately assess what actions need to be taken and how best to conduct a marketing campaign. In addition, marketing professionals are always up to date with the latest innovations. They will be able to create unique content earlier than an ordinary employee who does not have the skills to work with social networks. An unprofessional approach to advertising can increase the costs of an enterprise without bringing satisfactory results. Significant investments are needed in the work of marketers and in professional equipment that will make the brand account more attractive due to visual effects.
Be Careful with the Information
It is imperative that the company competently uses advertising tools in social networks. The content needs to be attractive and immaculate so that the company’s reputation does not suffer. The avoidance of controversial topics will help to prevent conflicts between the company and customers and will not allow consumers to argue with each other based on information provided by the company. The absence of errors in the texts will help to avoid negative opinions about the company. Surely none of the managers want the company to be remembered as incorrect or stupid. It is crucial not to use the services of enterprises that help to “wind up” subscribers or comments. It will look ugly and cheap and will hurt the reputation of the company.