We’re fast becoming used to technology and automation dominating many aspects of business. Some are bucking the trend.
Northern England supermarket chain Booths is making waves by removing most of their self-service checkouts in favour of human interaction. Why? Because they recognise something crucial: personal touch still reigns supreme in a world saturated with digital experiences.
This move by Booths isn’t just a shift in retail strategy. It is a powerful reminder for small businesses everywhere that high-touch, personalised service can be your game-changer.
In this blog post, I share some practical tips on how you can infuse personalisation into your content marketing efforts.
1 – Know your audience intimately
The better you get to know your customers, the better you can serve them. It’s that simple. Understanding your customers’ likes, dislikes, and preferences allows you to tailor your services (and content) accordingly.
Use data analytics to improve this understanding. Imagine a boutique clothes store sending personalised style guides to customers based on their previous purchases. An approach like this would be more than an email; it would be a personal stylist in their inbox.
2 – Engage in meaningful conversations
Social media was designed as something other than a broadcast channel. Get social with your customers.
Engage with your followers, respond to comments, and participate in relevant discussions.
Consider a local cafe that uses social media to share news about its latest offers and engages patrons in conversations about their favourite coffee blends or pastry choices.
3 – Customise the experience
Like Booths replaced self-service with personalised service, you can make your customers feel special with customised experiences. For instance, a small bookstore could create curated book lists for their regular customers, or a garden centre could offer personalised gardening tips based on past purchases and garden type.
4 – Feedback is golden
Always seek customer feedback and act on it. Feedback shows customers you value their opinions and are willing to adapt accordingly.
Imagine a family-run restaurant that tweaks its menu based on regular customer feedback, creating a sense of community and belonging.
5 – Tell your story
People connect with stories. Share your journey, the faces behind your business, and what makes your brand unique.
A local artisan could share the story behind each handmade product, making it more than just a purchase but an item with its own history and personality.
I’m often heard advising my clients to zig when others zag. In a world where digital automation is the norm, (re)introducing a personal touch can make you stand out. Personalisation can become your Purple Cow.
Start by reevaluating your approach and finding ways to inject personalisation into your content.
Your customers are not transactions; they are part of your story. Make them feel that way.
Want to elevate your content marketing with a personal touch? Get in touch to learn how I can help as your content marketing strategist, and together, we can make your brand seen and felt.
