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B2C Personalization in Social Media Marketing Marketing

One of the not-so-secret weapons in business-to-consumer marketing is personalization. Rather than broadcasting a general message to an unspecified population, marketers are increasingly empowered to transmit a very specific message to an incredibly narrow audience—in some cases, an audience of one.

You can probably think of some vivid real-life examples of marketing personalization, even if you never quite thought of it in those terms. For one close-to-home example, just think about your favorite streaming service—Netflix, Hulu, Prime Video, even Spotify. Have you ever noticed how these channels tend to have “recommended for you” menus, showing you programs or songs that have been algorithmically determined to be right up your alley? This is a clear example of B2C personalization—e.g., the streaming service marketing a specific product directly to you, based on the data they have accrued about your tastes and preferences.

There are other examples, as well, including instances of personalization among smaller businesses. Indeed, your company may not have the resources for Netflix-level algorithms, but it probably can afford some basic demographic analysis, page affinity studies, marketing segmentation, and the creation of buyer personas. These tools allow companies to personalize their content not necessarily at the individual level, but at least at the group level; consider clothing companies that advertise items “now trending for moms to be.” This is a powerful example of products being pitched to just the right audience, as determined by analytics.

Email marketing is one area where we’re seeing more and more focus on personalization. Gone are the days of the generic “Dear Sir/Madam” emails. Today, email marketers can craft content that uses the individual’s name, a great way to help the customer feel like a valued human being—not just a number. And on social media, personalization can take the form of ads that recommend specific products or subscription services, with discounts and special promotions, all tailored directly to the individual.

Personalization can yield a number of significant advantages—foremost among them the fact that personalization gives consumers what they want. Today’s buyers want to have direct, personal relationships with brands, and to be treated as individuals. Personalization creates a unique user experience, one where the buyer feels truly valued and understood. And of course, personalization also allows you to more perfectly match your message with your audience: Drawing on data and analytics, you can pitch the right product to someone who’s likely to buy it—allowing for far more effective marketing ROI.

For brands looking to personalize their marketing outreach, social media provides a logical opportunity. Social media personalization can result in higher engagement, improved Facebook relevance scores, greater brand awareness, and strengthened customer loyalty and brand affinity. What’s more, there’s a bright future to social media personalization; brands can expect to see more and more ways to mine the available data and personalize their marketing content in kind. As you move forward in your own marketing efforts, remember that your customers want to have a more meaningful, personalized experience with your brand—and there is great value in offering it to them.

Author: Kelly Hall