This is a guest post by Donna Moores. Want to contribute? Check out the 2018 publishing calendar.

It is a fact that consumers of today do not want to be treated like numbers. Customer loyalty now solely depends on personalized marketing strategies used by coaching and other businesses.

Marketers today need to focus on a fresh perspective and forget whatever they already know about real-time personalization. They need to begin delivering cross-device strategies for conversion in real time that could amplify users’ experience and, hence, increase their digital revenues by ensuring that their customers remain loyal to them.

Same is the case when it comes to coaching, machine learning and digital marketing.

Notable statistics

Before embarking onto the journey of customer loyalty and real-time personalization, let us first take a look at some statistics:

• Statistics show that more than half of the entire consumer population are perfectly okay with providing their personal information on any website, as long as they know that it is for their own benefit and is being used in responsible ways.

• 73% of consumers prefer to conduct business with brands which use personalized information for making their retail experiences more relevant.

• 86% of consumers believe that personalization plays a key role in their decision to make a purchase.

• 45% of overall online shoppers report to be more likely to shop on any site which offers personalized recommendations.

• 40% of consumers tend to buy more from the businesses that personalize their customers’ shopping experience across channels.

• Statistics show that personalization efforts on the part of businesses actually work in their favor. 88% of US businesses report that they observed significant and measurable improvements as a result of personalization – with a large number showing a lift of more than 10%.

Benefits of real-time personalization for your coaching business

The benefits of using real-time personalization are dramatic. There are more than seven billion people in the whole world. Each one of them has their own likes and interests, buying patterns and consumer differences.

When it comes to coaching, not everyone is alike or has the same needs. No matter how good of a coach you are or how great your sales pitch is, it cannot be possible to ensure that your content applies the same way to the entire audience.

With the help of real time personalization, your coaching business can automatically modify its content to fit in the needs of the different audiences arriving at your doorstep, ensure their interests are met and your content serves them adequately.

Here are some benefits of using real-time personalization:

Customer engagement

One of the most significant uses of real-time personalization is the expansion of an average visit of 90 seconds to 120 seconds, three minutes or even more. Personalization ensures customer engagement by increasing the relevance of your content for a longer time and hence, stimulating the consumer to visit your website more frequently. One of the ways in which this can be achieved is the deliverance of targeted content.

Customer acquisition

If personalization was one of the key-factors on your coaching website, customers are more likely to visit again based on the personalized one-on-one interaction that they experience. Several personalized factors including targeting the visitor’s location, offering a welcoming message or identifying the source which led the visitor to your website can prove to be especially effective.

Increase in conversions

Personalization causes a direct increase in conversions. Personalizing the approach of cross-selling and gaining knowledge of the visitor’s purchasing history can ensure that the client leaves with more than one item from your website. Therefore, the more the personalized experience for the potential client, the greater the conversions will be.

Customer retention

When a consumer enjoys a tailored experience of your coaching brand, it is bound to increase consumer retention for your business. Personalization here mainly focuses on gaining access to consumer data, which can be later put into use for tailoring promotions and making recommendations to the individual needs of each potential client.

Ways to use personalization to build customer loyalty

One thing is for sure: consumers hate irrelevant marketing material. Anything that does not relate to their interests and needs will go straight to the trash. Therefore, those marketing campaigns remain successful and thriving are ones that strengthen their relationship with the consumers rather than driving them away.

Personalization is definitely a key. Personalization has proved itself to be one of the most successful marketing strategies, but it is also the one which is the most under used.

According to a study by Salesforce, consumers will happily go somewhere else if their expectations are not met by your brand as far as personalization is concerned.

The following are some ways in which personalization in real-time can be achieved by your brand, particularly if it is a coaching business to build consumer loyalty:

1. Personalizing emails

This one technique can keep your consumers from unsubscribing to your link. Email presents itself with one of the most accessible ventures for personalized marketing. As a personalizing strategy, email remains an obvious start as it brings the consumer closer to the business. Birthday emails tend to generate 342 percent of more revenue than any other promotional emails, surveys have shown.

2. Recommendations on the basis of user behavior

This has been discussed above as a great way to personalize your brand. The knowledge of the visitors’ previous purchasing and browsing history can help pave the way to ensuring that the consumers find your brand more enjoyable. Amazon is one such example of a brand which uses personalized recommendations based on previous behavior of the users. Special algorithms are employed for this purpose which take information about a consumer’s past purchases and buys.

3. Segment leads

This is relatively a simpler and more convenient way to find out more about your consumers by simply asking them some straightforward questions. Even a small pop-up with two simple options can help the consumer know what they are looking for and hence, know your website in a better way.

Final words

With the right techniques and technology, it is obvious that real-time personalization can increase consumer loyalty in every business, especially in the coaching business. Data from first, second and third parties can be fused together to understand your consumers better in the future through personalized efforts. Relevance in real-time thus is a great need of the hour and a sure-shot way of gaining consumers’ loyalty.

About Donna Moores

Donna is a professional marketer with more than 5 years of experience behind my back. Being an acclaimed expert with several communities and web magazines, she covers numerous topics on marketing, HR and freelancewriting.You may reach out to Donna on Twitter or Facebook.