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The Power of Personalization: How Small Business Can Use Their Real Selves for Marketing

Today, we’re diving into how you, as a small business owner, can boost your marketing by being more you. Personalization in marketing means using what’s special about your own small business to connect directly with your customers. It’s like turning your business’s unique traits into a superpower for attracting customers. Let’s see how using your real stories and unique qualities can make your business shine!

Personalization in Small Business Marketing?

Let’s clear up what we mean by personalization. For small businesses, it’s all about showing your customers who you are and what you stand for. It’s using your business’s personal touch to craft messages that speak directly to your audience. Whether it’s your backstory, how you operate, or the people behind your business, these details make your marketing messages resonate more deeply with customers.

The Power of Being Real

Being genuine has its advantages. When you share the real story of your business, you build trust. Customers are drawn to businesses that are upfront about who they are and what they do. Think about it—wouldn’t you prefer to buy from someone who’s honest and relatable over a faceless company? Here’s why showing your true self can make a big difference:

  • Trust and Reliability: Customers feel more comfortable with businesses that don’t hide behind corporate jargon.
  • Unique Connections: Personal stories can turn casual customers into loyal fans.
  • Stand Out: In a sea of advertisements, your genuine story can make you memorable.

Integrating Personalization Into Your Marketing

Here’s how you can start weaving your unique story into your marketing efforts:

Tell Your Story

Share the journey of your business. How did you start? What challenges did you face? People love rooting for the underdog and supporting businesses with heartwarming or inspiring origins.

Show Off Your Team

Let your employees say hi! A quick post on your social media showing your team hard at work or sharing something fun about them helps customers see the human side of your business.

Tailor Your Messages

When sending out newsletters or posting on social media, mention things your customers care about. If you know your audience well, customize your messages to meet their needs or interests.

Tools That Help With Personalization

Here are some tools to help you get personal:

  • CRM Software: Keeps track of customer preferences and history so you can customize your interactions.
  • Social Media Platforms: Great for quick, personalized updates and interactions.
  • Email Marketing Services: Use these to send out personalized messages and promotions based on customer behavior.

Challenges in Personalization and How to Tackle Them

Personalization sounds great, but it can be tricky to get right. Here are a few common hurdles:

  • Overdoing It: Too much personalization can feel intrusive. Keep it balanced.
  • Keeping It Relevant: Make sure your personal messages are relevant to your audience. Not every story needs to be shared.
  • Data Management: Handling customer data can be overwhelming. Use reliable tools and practices to keep data safe and organized.

Examples of Personalization in Marketing

kooler personal social 1

Matt at Kooler uses social media to get the real version of himself and his company to existing and future customers. This marketing strategy has made his company more transparent. The transparency of his leadership and the company goals.

crm consulting company 1

MyOnlineAdmin owner, John Smoak, talks candidly about his company. This isn’t a flashy 30 second commercial giving vague details. He has a 1:46 video talking about why he started doing CRM consulting, who he is, and what is company is about. This video is listed right on his home page, check it out here:


Personalization is all about making your small business marketing feel more human and connected. Start small, perhaps by sharing a story about how your business came to be, and see how your customers respond. Remember, the goal is to make your customers feel like they’re part of your business’s journey.

By embracing your uniqueness and being authentic, you can create a personal connection that not only attracts but also retains customers. Ready to get personal? Your customers are waiting to hear your story!

Eric Hagelin
Eric Hagelin

Post Author: Eric Hagelin

Founder of Clear Skies Marketing Group

“I believe that small businesses are the backbone of America and I have made it my mission to deliver helpful tips and results to small business owners to increase their web presence.”