Becky Halls is a Co-Founder of Hyperise, a Hyper personalization toolkit for B2B marketers. She’s an experienced Growth Marketer, passionate about product design/development and online marketing.
Hyper-personalization takes a step beyond standard personalization by using real-time data aided by AI to create a highly tailored customer experience. It focuses on deeply understanding customers’ needs and desires using big data and offering a frictionless experience that enables them to make better purchase decisions.
Important components of a successful hyper-personalization are an effective, well-thought-out strategy as well as a proper choice of technology and data to be leveraged, to create these exceptional customer experiences.
You can use the power of hyper-personalization for an array of purposes that can help you scale up your business. It can also be used to enhance your other marketing efforts, supplementing them with accurate data and enabling new approaches to utilize them most effectively.
One such example is using hyper-personalization to aid your Influencer marketing efforts by connecting with influencers in a highly personalized manner.
This article will cover the steps to create an effective strategy to deeply connect with influencers and take your Influencer marketing investments to the next level.
Benefits of hyper-personalization
Many benefits are closely tied with personalization and many businesses already benefited greatly from using it. Going deeper, by utilizing hyper-personalization you can identify the critical ingredients to add value to your audience by specifically tailoring your content just for them.
With hyper-personalization, you can:
- Eliminate customers’ choice-overload and show you’re actively listening to them
- Build brand trust
- Create an effective outreach strategy
- Better allocate your resources
- Discover the ingredients to craft exceptional solutions that solve problems
Hyper-personalization improves the relevancy of your content and helps you make all the little adjustments to effectively reach your audience, including influencers.
Influencer marketing leverages the popularity and trustworthiness of influencers to showcase the products or services of brands that partnered with them. In essence, it is one of the fastest ways to build strong social proof and significantly increase brand awareness among many other benefits for your brand. It is fast and reliable because influencers already have their pool of dedicated followers that view them as experts, thought-leaders, or authority figures in certain niches.
By using influencer marketing and partnering with influencers, you can:
- Improve your content strategy
- Drive more traffic
- Increase your brand awareness and engagements
- Fortify your social proof and improve your brand’s trust
- Acquire high-quality leads that convert more effectively
- Build your brand
There are also advanced and specific uses for Influencer marketing, like introducing new products or features, rebranding, and many more.
Building connections with hyper-personalization
There are many ways to build strong relationships with influencers and how to go about it depends on their specifics. Therefore, how you approach nano, micro or mega influences will differ a lot. Hyper-personalization will open doors to acquire their specifics and provide insightful data to define the most effective strategies for creating winning partnerships.
Let’s see some of the best ways to do this using hyper-personalization.
Use hyper-personalization to create influencer-specific content
Many influencers want to work with brands that fit their image. In a nutshell, your values, efforts, and mission should match or even boost theirs and one of the best ways to showcase yours is through content. Creating high-quality content that revolves around your brand and has strong ties with the influencer’s values, interests, niches, and audience is a way to go.
You can give shoutouts to specific influencers (that match your brand) in your blog posts or take them as successful examples to break down certain topics or ideas. Even better, you can mention them in your guest posts on other popular, renowned blogs that have a lot of readers (and traffic).
You can also comment on their blogs, posting useful, value-adding comments, or quoting & linking to them on your blog or social media posts. This should be done before reaching out to them to offer a partnership.
However, to uncover influencers’ values and interests, you’ll need a lot of accurate, real-time data. To dig even deeper and convert that data into meaningful insights that can be incorporated into your content, you’ll need to use hyper-personalization.
The secret behind hyper-personalization is that it gives the context behind the data and you should use it to understand influencers you want to team up with.
With many personalization tools on the market, you will be able to discover specifics about them and their audience.
Their personal preferences:
- Their favorite social networks they are most active at
- Time of the day when they are the most active
- Their location and favorite places they spend their time at — coffee bars, restaurants, malls, etc
- Their desired travel destinations
- Their hobbies, routines, and other activities
- Demographics of their audience
- Type of content their audiences engages with the most
- Topics their audience prefers the most
- Specific metrics that apply to their audience
Basically, you will be able to identify all those thighs that matter to influencers and understand how your brand can bring value to them — besides paying for a partnership. You will also be able to measure and analyze the metrics related to their audience
Hyper-personalized emails to connect with influencers
Hyper-personalization tools will help you make creative and unique emails that are highly customized to match the influencer you are reaching out to. You can personalize both the text content (with specific and relevant information about the influencer) and visuals (through personalized video, image, or other graphics).
For hyper-personalized email text copy, you can mention things that resonate with influencers you are connecting with. That can account for many things, including the events they attended (or will attend), travel destinations they plan to visit or specific causes they’ve supported — e.g. running a marathon for charity fundraising. You should also properly structure and highlight certain parts of text copy to make it eye-catching.
Remember, it is important to match these with your brand’s values, products, services to build content that resonates.
To personalize visual elements in your emails, you can add influencer’s name & their logo to an image in your mail or attach a presentation of their best blog articles or engaging posts/videos that went viral. You can also add dynamic layers to images to highlight influencer’s name, screenshots of their “wow moments” you took, and even a map showing their favorite bar, travel destination, or conference they attended.
You can even create a personalized video that shows their name, personal highlights, and important moments from their career. You can see a snippet of how a personalized video can look like on the gif below. By including a video, which directly addresses the influencer by their name, in your email, you can really stand out and catch the influencers’ attention.
When connecting with influencers, you need to have an effective and fool-proof strategy to choose the right ones. The process of Influencer discovery can be cumbersome and time-consuming, carrying the risks of influential frauds and unpredictability. You could spend a lot of time searching and partnering with influencers just to later realize your efforts were ineffective or that particular influencer wasn’t a good fit.
That said, you need to have a clear and concise strategy concerning how you’ll implement your Influencer marketing campaigns and for that, you need real-time, reliable data. Luckily, there are Influencer marketing analysis tools that can help you conquer this market and find great influencers that make your partnership efforts meaningful.
With these tools, you can save time and speed up Influencer discovery as well as understand and analyze influencer’s audience.
These analyses will help you get data-driven insights into the profitability of the potential partnership and understand if and how your brand and influencer’s audience match. That includes audience demographics, preferences, engagement rate, and preferences.
Furthermore, you can improvise and use the valuable insights from these tools to connect with influencers.
It can be done by reaching out to them and pointing out the flaws or spaces for improvements in their business, based on reports from influencer marketing tools. You can also use your expertise (if you are a marketer) and offer them help to properly segment their audience or increase their reach.
This branches a lot of possibilities, like analyzing their blog and checking for broken links, and improving their linking efforts by suggesting high-authority sources.
All of this can be incorporated into your outreach attempts to connect with them. This enables you to create an incredible, hyper-personalized outreach strategy that adds value from the start and automatically shows them a snippet of benefits from partnering with you.
One of the best ways to connect with influencers and build winning partnerships is through hyper-personalization. With it, you can get all the necessary data to create meaningful insights and the tools to make a distinctive, highly personalized outreach strategy.
It is important to be creative and express the human side behind your brand to effectively connect with influencers. That means that hyper-personalization should be used as a tool that is driven by your own ideas and creativeness. Trying to create mutual value for both your brand and the influencer (through top-notch content ) should be a top objective when suggesting partnerships.
You should treat influencers as your audience when trying to partner up with them, by using and having their specifics in mind. In particular, that is the part where going hyper-personal will help you the most, and is up to you to leverage it the best way possible.
Hyper-personalization is also a great way to nurture your partnerships with influencers after you’ve connected, by seamlessly giving you the resources to go the extra mile to deepen them.
One of our experts will get back in touch with you soon.