Marketing is one of the most essential expenses for any business, but with over $345 billion spent on marketing each year in the US, it’s important to find ways to cut costs without losing business. One way to do this is by using personality in your marketing strategy.
Fortunately, there are ways to cut costs without losing business. You just have to know how to improve your conversions and get the most out of your marketing strategies. One way to do this is by using personality in your marketing strategy.
What Is Personality in Marketing?
In marketing, personality is how you deliver your messages to the public in a personalized manner. For example, any brand can offer a promotion with “save 25% on our latest product,” but that doesn’t apply to all of their target audience.
Instead, brands can use a mix of personality and behavioral science to target their content to individuals within their target audience. This can take the form of personalized emails, website content, and more. The goal is to use data science on specific personalities and tailor your content to appeal to that intended audience. This data can be based on demographics, age, gender, motivations, interests, and more.
A concrete example of this would be a business mobile app trying to play on “hustle culture” by offering faster ways to keep track of important meetings, deadlines, and more. If they targeted this content toward younger professionals who have expressed motivation for work, it should be more effective than a generalized ad campaign.
Why Is Personality Important in a Marketing Strategy?
Now that we know what it is, what exactly is the point? Here are a few key benefits of personality marketing!
Improved User Engagement
Improving user engagement on your website is crucial for the success of your business. Not only does it increase retention, but it also improves your SEO strategy, social media following, conversion rates, and customer loyalty. By using personality in your marketing efforts on your website, social media, email campaigns, and ads, you will see a significant boost in these metrics.
Consumers tend to prefer brands that are authentic and original, and using personality in your marketing strategy can help you stand out and connect with your audience.
Building a Brand
Creating a strong and recognizable brand is not just about choosing the right colors and fonts. It starts with developing a clear brand persona. The more defined and consistent your brand’s personality is, the more engaging and memorable it will be for consumers. This is where personality marketing comes in as a valuable strategy.
To put this strategy into practice, it’s important to understand your target audience and their preferences. Some consumers may prefer a more professional tone, while others may prefer a quirky and unique approach. Whatever your chosen brand persona is, it’s crucial to remain consistent across all marketing channels. This will help build a strong and recognizable brand that consumers can connect with on a personal level.
Give them a reason to feel that way about your brand by connecting with them at their level. Personality marketing is a great way to facilitate a positive relationship with your brand.
Higher Conversions
Both of the benefits mentioned above have a direct impact on conversions. Did you know that personalized emails generate 26% more conversions on average? By tailoring your marketing efforts based on your target audience’s personalities, you can increase conversions and ultimately improve your bottom line.
How to Use Personality in Your Marketing Strategy
1. Define Your Personality Goals
Are you using the Big Five personality traits? The Myers Briggs Type Indicator? Work/life habits?
It’s important to identify exactly which personality traits you are targeting, and how they apply to your brand. For example, a makeup brand would likely target younger women concerned with their looks. This is entirely demographically and behaviorally oriented.
Conversely, a brand using the Big Five or Myers Briggs may look for an extraverted personality trait if they’re selling group tickets to concerts, travel tours, or something similar. This is a more personality-oriented example.
2. Use Web Analytics
Analyzing your users’ behavior is essential in personality marketing. This is how you track user behaviors, interests, and demographics. Google Analytics is the most well-known tool, but you can use any that you like!
If you have access to their digital footprint, even better! Browsing history, purchase history, and preferred social media platforms can tell you a lot.
3. Conduct Research and Testing
Conducting research through surveys, compartmental tests, and A/B testing are effective ways to understand the personality traits of your target audience. It’s essential to continuously conduct these tests throughout your marketing campaigns, as audience preferences and behavior may change over time. By regularly gathering and analyzing this data, you can ensure that your marketing efforts are tailored to the specific personalities of your target audience.
4. Acquire Target Data
To quickly improve the effectiveness of your marketing campaign, consider acquiring targeted data from third-party providers. These companies gather information about online user behavior through the use of cookies, and can provide valuable insights. By purchasing this type of data, you can gain a competitive edge and jumpstart the success of your campaign from the beginning.
5. Utilize Automation Tools for Efficiency
Implementing a successful personality marketing strategy requires a significant amount of data collection. However, utilizing the appropriate marketing automation tools can greatly streamline this process. These tools allow you to gather detailed information about your audience’s personality types, enabling you to create a highly personalized and effective marketing campaign.
Launch Your Strategy Today
Personality is a powerful tool for connecting with your audience. It can be used to build trust and make your brand more relatable. Don’t be afraid to use it! Just remember that there are a lot of different ways you can integrate personality into your marketing strategy. The most important thing is that they fit the tone of your business, so don’t try to force something if it doesn’t feel right.
Now that you know how to boost your marketing strategy with personality marketing, put these tips to use today. The sooner you do, the sooner you will see long-lasting results.
Stay up to date with our latest marketing news, and don’t hesitate to contact us with any questions or for help with your strategy!
