How to Use Digital Marketing to Sell Personalised Gifts Online

Having the right digital marketing strategy is really important for any business, but can be especially successful for products such as personalised gifts, where you are able to sell a lot more than the product itself, but the thoughtfulness and the feelings that come with these gifts. Digital marketing is perfect to tap into consumers’ psychological motivators rather than just showing the product features. This article will break down how to use different digital marketing strategies such as social media, SEO, email and ads to gain awareness, nurture and convert your audience.

Personalised gifts are an easy go-to gift for birthdays, anniversaries, and so many other occasions. Your marketing should focus on these different occasions and the outcomes of buying thoughtful, personalised gifts.

Organic Social Media

Posting organically comes with great long-term results, but it does involve consistency over a long period of time. The main platforms to post on are Instagram, TikTok and Facebook. The strategy should prioritise video content, especially UGC. Work with content creators to create UGC style videos with the objective of showing ‘real reactions from customers’. This is going to be where you can showcase the feelings of receiving a personalised gift through content such as unboxing and gifting moments. Another type of content that will perform well on social media is behind the scenes of ordering the gift; this could be the POV of finding the photos for the gift or the provider actually making the gift. Organic social is perfect to create a community and build trust.

Meta Ads

Meta ads are perfect for brand awareness and also retargeting. For brand awareness, you can use ads similar to the organic, showing videos of gifting individuals different products and their reactions. For retargeting ads, you want to use ads that help to build further trust to convert. These ads can provide social proof, along the lines of sharing an ad with reviews or a review-style UGC. Partnership ads are also great to use for brand awareness to help the audience not feel like they are being targeted, as the ad will have the creator’s handles as opposed to the brand. It is really common to use micro-influencers nowadays as they tend to have higher engagement. Meta ads can also be used on a seasonal basis to promote products at certain times of the year, for example, a personalised calendar for Christmas.

SEO

The first thing we do when we’re not sure what gift to get someone is to search ‘gift ideas for my girlfriend’ on the likes of Google. SEO will allow your business to rank so when terms like this are searched, your business pops up in the first few websites, driving organic traffic to your business for the relevant terms. There are lots of different strategies you can use to see success with SEO, the smaller the business you might focus on keyword density in your content and backlinks, whereas bigger businesses might target high authority. No matter the business, there is a strategy that will work for you.

Email Marketing

Email marketing can be great for nurturing your customers, whether it’s a new customer to conversion or an existing customer to repeat purchase. For new customers, abandoned cart reminder emails can work nicely, but to be more successful than competitors, make the reminder emails more personalised and specific to that person, for example, “don’t forget John’s birthday present’. To encourage repeat custom, reminder emails for special occasions work really nicely and are not generic for things like Christmas, but specific to that user, depending on what they have bought from you before.

Conclusion

People buy personalised gifts because they want to buy someone something meaningful and not a generic present that everyone else might get. The businesses that get it right are those that market their products by creating this feeling of thoughtfulness. This is what drives people to buy.