How to start a relationship marketing campaign

Social media personalization is an up-and-coming trend in the social media world.

This is when brands make a meaningful connection with their audience by interacting with them directly. In turn, this creates a personalized experience catered especially to that customer.

Personalizing content is proven to make brands look more "authentic" in the eyes of consumers, giving them the feeling that they have a person-to-person relationship with your brand.

Millennials are particularly huge fans of this way of marketing. In fact, 62% of millennials want to feel like they have a connection with the brands they interact with.

But making a personalized social media experience isn't easy—so we're here to help.

In this article, we'll show you the basics of how to make an awesome relationship marketing campaign for your small business. 

Ready? Let's dive in.

Know your audience

Before you can personalize your next social media campaign, you need to know your audience.

Do some research to find what demographic is reading your social posts. Additionally, ideate your ideal audience based on the products and services you sell.

Combine these and make a persona based on a middle-ground between the two. Then, create your social posts with their interests in mind.

And even more importantly, make sure you're posting to the social networks where your audience is most active. For example—in the case of millennials and Gen Y—you'll want to market on Snapchat and Instagram.

On the other hand, if you're marketing to professionals, you'll want to stick to LinkedIn and Facebook.

Learn more about your audience with Social Report

We make it easy to find social media demographic info using Social Report.

Use the cross-channel geography and audience reports to find valuable demographic info about your audience, including location, age, and gender breakdowns.

Create an authentic brand voice

Now that you know your audience, create a brand voice that fits your brand and your audience.

This may sound like a daunting task—but trust us, it isn't that bad. Just make your voice based off the demographic you found earlier.

If you're marketing to college students, you can be more informal than a professional services company. You can use casual and conversational language and even add in a few GIFs and emojis, too.

But an informal voice doesn't work for everyone.

For example, professional services companies, doctors, and conference halls will want to take a more formal approach to their social as that's what their audience expects.

So in short: create an authentic brand voice that fits you and your audience. Doing this will make your brand more relatable and authentic.

Respond to your customers one-by-one

Another key part of a personalized social media experience is interacting with your audience.

Actively monitor your brand's mentions and related hashtags on social media. Then someone talks about you, respond to everything.

So when someone tweets you a problem, send them a solution. When they leave a great review, thank them for it. And if someone even mentions your brand, get in touch with them ASAP.

But more importantly, make these responses personal and address your audience by name. And for bonus points, sign off tweets and statuses with the author's initials.

This makes your responses sound like they're coming from a real person, further proving your authenticity.

One good way to find brand mentions is by using Social Report's Search feature. This feature lets you create ongoing searches for terms across social channels—pretty neat!

Even cooler, you can respond to messages right from the Social Report dashboard.

Now it's your turn

Does your brand use personalization to build a loyal following? Let us know your favorite personalization tactics and methods in the comments below. We're excited to hear your insights!

Need a great social media marketing tool? Try Social Report free for a month.

Try Social Report free for a month