Supercharging Customer Engagement With Personality

Welcome to this week’s edition of CX's & O's, your go-to source for everything customer experience and marketing excellence. In this ever-evolving world of marketing, personalization has become more than just a trend—it's a necessity. But how do we take personalization to the next level? The answer lies in understanding and leveraging the unique personalities of our customers. Welcome to the fascinating world of personality-based marketing!

Unlock the Power of Personality Types

At the heart of personality-based marketing is the Myers-Briggs Type Indicator (MBTI), which classifies individuals into 16 distinct personality types. Each type has its preferences, motivations, and decision-making styles. By tailoring your marketing strategies to these types, you can create deeply resonant and effective campaigns.

Let's dive into each personality type with practical examples to guide your next marketing campaign:

1. Detail-Oriented Deciders (ISTJ)

Traits: Appreciate reliability and concrete information.

Marketing Approach: Use straightforward, fact-rich content. For example, a detailed comparison chart showing your product's advantages over competitors can be very appealing.

Banking Example: Offer a detailed comparison chart on your website showing the benefits of different savings accounts, including interest rates and minimum balance requirements, to help ISTJ customers make informed decisions.

2. Community-Centric Shoppers (ISFJ)

Traits: Value community and tradition.

Marketing Approach: Highlight customer testimonials and community involvement. A campaign that shows real-life stories of how your product helps people can create a strong connection.

Banking Example: Highlight your bank's community involvement and customer service excellence in newsletters, emphasizing support for local projects and personalized banking assistance.

3. Purpose-Driven Buyers (INFJ)

Traits: Look for meaningfulness and integrity.

Marketing Approach: Share your brand's values and commitment to social causes. An email campaign focusing on your company's sustainability efforts can inspire loyalty.

Banking Example: Share stories of how your banking services contribute to social causes or offer ethical investment options in your email marketing, appealing to INFJ customers' desire to make a positive impact.

4. Strategic Planners (INTJ)

Traits: Seek efficiency and innovation.

Marketing Approach: Focus on the unique features and future-proof aspects of your product. An infographic outlining the roadmap of your product's development can spark their interest.

Banking Example: Create content that outlines the strategic advantages of long-term investment plans or retirement accounts, showcasing how your bank helps customers plan for the future efficiently.

5. Practical Explorers (ISTP)

Traits: Prefer hands-on experiences.

Marketing Approach: Offer free trials or interactive demos. A video tutorial that explores the versatility of your product can be highly effective.

Banking Example: Introduce a new mobile banking app feature with a hands-on, interactive tutorial that allows ISTP customers to discover and utilize banking services on their own terms.

6. Expressive Seekers (ISFP)

Traits: Drawn to aesthetics and authenticity.

Marketing Approach: Use visually appealing, authentic branding. Social media posts showcasing the beauty and real-world use of your product can attract their attention.

Banking Example: Use visually appealing, creative social media posts to showcase the personalization options for debit and credit cards, appealing to ISFP customers' love for aesthetics and self-expression.

7. Values-First Consumers (INFP)

Traits: Prioritize authenticity and ethics.

Marketing Approach: Craft stories that resonate with their ideals. Blog posts about how your product is made or the ethical considerations behind it can engage them deeply.

Banking Example: Write blog posts or social media content focusing on your bank's commitment to sustainability, ethical banking practices, or support for charitable causes, resonating with INFP customers' core values.

8. Analytical Researchers (INTP)

Traits: Seek knowledge and logic.

Marketing Approach: Provide detailed backstories and specifications. A deep-dive webinar into the technology behind your product can captivate them.

Banking Example: Offer detailed, data-driven webinars or whitepapers that delve into the analytics behind personal finance management, investment strategies, or market trends, engaging INTP customers' analytical minds.

9. Spontaneous Navigators (ESTP)

Traits: Crave excitement and immediacy.

Marketing Approach: Create time-sensitive offers and flash sales. A dynamic countdown on your website for a special deal can drive quick action.

Banking Example: Promote limited-time offers on credit card sign-ups or loan interest rates via dynamic email campaigns or social media, encouraging ESTP customers to take immediate action.

10. Experiential Enthusiasts (ESFP)

Traits: Seek social and sensory experiences.

Marketing Approach: Host live events or interactive sessions. An Instagram Live session showcasing your product in a fun, engaging way can draw them in.

Banking Example: Host interactive, in-branch events or online banking workshops that provide a fun, engaging way for ESFP customers to learn about managing finances or exploring new banking products.

11. Inspirational Engagers (ENFP)

Traits: Look for creativity and connection.

Marketing Approach: Use storytelling and emotional engagement. Email newsletters with stories of creativity and innovation related to your product can inspire them.

Banking Example: Use storytelling in your marketing materials to share how different banking services can help customers achieve their dreams, from buying a home to starting a business, tapping into ENFP customers' aspirations.

12. Innovative Challengers (ENTP)

Traits: Enjoy debate and novelty.

Marketing Approach: Engage them with thought-provoking content. A blog post posing challenging questions related to your industry can stimulate their interest.

Banking Example: Challenge ENTP customers with innovative banking products or services that disrupt traditional banking norms, such as blockchain technology for secure transactions or AI-driven financial advice.

13. Decision-Making Leaders (ESTJ)

Traits: Value order and practicality.

Marketing Approach: Highlight the practical benefits and efficiency of your product. A case study showing how your product solves a problem can appeal to them.

Banking Example: Provide clear, concise information about the efficiency and reliability of your banking operations, such as streamlined loan approval processes or robust online banking security features, appealing to ESTJ customers' leadership and efficiency values.

14. Relational Harmonizers (ESFJ)

Traits: Prioritize relationships and harmony.

Marketing Approach: Emphasize the social aspects of your product. A campaign featuring user communities and how your product brings people together can resonate.

Banking Example: Emphasize the relationship-building aspect of your banking services, like personalized financial advice or community banking days, to draw in ESFJ customers who value harmonious, supportive banking relationships.

15. Impactful Influencers (ENFJ)

Traits: Driven by making a positive impact.

Marketing Approach: Showcase the broader impact of choosing your product. A newsletter series highlighting the change your customers are part of can motivate them.

Banking Example: Launch a campaign showcasing how banking with your institution can lead to broader community and individual impacts, such as through loans that support small businesses or banking plans that contribute to community projects.

16. Visionary Executives (ENTJ)

Traits: Seek efficiency and leadership.

Marketing Approach: Demonstrate how your product leads the market. A press release announcing your latest innovation can attract their attention.

Banking Example: Offer exclusive insights into financial planning and investment strategies through a VIP banking service, appealing to ENTJ customers' desire for leadership and strategic advantage in their financial decisions.

Putting It All Together

Personality-Based Marketing is your key to transforming generic outreach into meaningful, personalized connections. By tapping into personality types, you can craft marketing strategies that resonate deeply with each unique audience segment. This approach not only elevates customer engagement and loyalty but also sets the stage for more effective and impactful campaigns. Embrace the power of personalization to meet your customer's desires for recognition and tailored experiences.

Ready to revolutionize your marketing efforts? Let's dive into the future of engagement, where understanding and personalization lead the way to success.

See you next week!

Sincerely,
Louis

PS - Welcome to everyone who joined CX’s & O’s last week! Let’s keep the conversation going. Connect with me on Linkedin for daily tips and insights!

PPS - If you like these insights, check out my new book “One to One: How to Wow Your Customers With Personalized Experiences.” Learn more.