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  • Writer's pictureKayla Stinnett

The Art of Personalization: How to Make Your Small Business Marketing Messages Stand Out

Personalization in your small business marketing is essential, and in the age of Artificial Intelligence (AI), it’s easier than ever. Personalizing your marketing message helps you stand out from a sea of small businesses offering the same product or service. And you can have a little fun while you’re at it! Dive into this blog to learn how to personalize your small business’s marketing message, measure results, and overcome challenges.


Understanding Your Audience

The key to crafting a great marketing message is knowing who you’re conversing with. Understanding (and defining) your audience is the first step in crafting an effective small business marketing message. A great way to do this is to craft buyer personas or a distinct description of your ideal customer.


Dig into sales data to determine your ideal customer's geographical location, income, family status, and more. Detail their motivations for buying your product or service and what they really value when making a purchase.


Pro Tip: A buyer persona is like an “about me” for your ideal customer. It should speak to who they are, what they value, and the specific pain points your small business is solving.

Crafting Personalized Messages

Now that you understand your audience, it’s time to craft your message! But remember that crafting your small business marketing messages isn’t just about the people you’re talking to but the medium you use to do it. And if you have more than one buyer persona or customer segment, you should also consider tailoring your marketing messages for different audiences.


Personalization can also be as simple as automation! This could be an email that uses the recipient’s name or a landing page that greets your customer with a personalized salutation.


The point here is to make sure that you’re talking to your customers, not at them. So, make it count!


Pro Tip: You can use the same marketing message across multiple mediums; just make sure that you’re making changes relative to the platform you’re using

Measuring the Impact of Personalized Small Business Marketing

Measuring the impact of your efforts is key to a great strategy! Make sure you’re pairing your personalization efforts with marketing automation. Key metrics include engagement, shares, opens, and clicks. You can measure these metrics on the back end of your platform of choice or level up to software like DashThis or DataPad.


Pro Tip: Once you have your data, make sure your marketing changes are relative to what it’s showing you. Remember, you’re tracking your results for a reason!

Personalizing your marketing is an easy yet effective way of leveling up your small business marketing! Not only can it increase sales, but it can also encourage real connection with your customers.


So, what are you waiting for? It’s time to embrace personalizing your small business’s marketing message!



About the Author, Kayla Stinnett: Kayla Stinnett is a self-described chef, gin lover, and rambling woman. With over eight years in the marketing world, she’s the CEO of Iron City Social, HBIC at Quake Plus Size, and Managing Partner + CMO of StellaTripp Brewing Company.

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