Today’s consumers don’t just enjoy personalizing content – they expect it.
However, more often than not, we think ADD
In this article, we’ll look at why personalization is important, and how to start implementing personalization across your customer journey.
Personalization is about reducing noise and delivering exactly what the client or customer needs to hear.
It’s a way to create a deeper, more meaningful connection with the people you’re trying to reach.
From a business perspective, customization has a huge return on investment (ROI).
Epsilon research found that when companies use personalization in their content, 80% Customers are more likely to make a purchase.
And according to Google research, a highly personalized shopping experience makes customers 40% They are likely to spend more than they originally planned.
If you want to create high-performance content that delights and attracts customers, personalization is key.
Metadata is the key to personalization
Data is the backbone of any personalization strategy.
Metadata is simply information about your data. Why is this important?
Well, to personalize content, you need to connect your customers with the right content, which means you need data about both the customers and the content.
Once you collect customer data, you can use this information to create personalized content.
The more information you have about our content, the easier it will be to target it to the right audience.
One way to do this is to tag your content with information like audience, persona, funnel stage, and campaign.
You can tag content in many content management systems (CMS) such as HubSpot.
Email is a great area to start incorporating some content personalization.
Adding first names to email subjects is a common place to start, but there’s a lot more you can do.
Let’s look at some examples.
If a tech company sends a marketing email to your entire email list to promote a sale, that’s pretty good.
But the best is to send promotional email to different groups based on their personality. This way you can customize the content based on interest.
Instead of sending a generic “thank you” email after someone downloads a resource, send them an email suggesting more content related to what they downloaded.
We have sent this email to potential clients who, based on their personality, may be interested in this white paper.
With some basic analytics, you can discover which pages of your website your potential customers spend the most time on.
And if they send a newsletter or download email address, you can follow their exact journey on your website.
With this data, you can create personalized email messages that specifically target the information they interact with.
Now, this strategy is not scalable, and it will take a long time to track every lead.
But for B2B companies, it’s helpful to analyze your potential journeys and take note of any large, untargeted leads.
A few well-placed emails to a potential customer who is actually interested can make all the difference.
If your business is international, you can create marketing email messages that reflect your customers’ local seasons and holidays.
More important than trying to learn about every vacation on the planet is simply getting to know your customers No They all live in the same area.
I would suggest that not sending your Australian customers a “welcome summer” email at the beginning of June is actually a form of personalization.
Instead, make sure that any holiday, sports, and weather mentions are relevant to the location where you’re sending the email.
This is a great way to show that you understand the global nature of your business.
Instead of offering customers all of your products or services, help them discover content that focuses on what they actually care about.
This could be as simple as asking what topics they’d like to know more about in an email signup form.
You can also use data about what your customers have actually purchased, the pages they have viewed, and the videos they have watched to set up an interest-based workflow.
Here’s an example of a marketing email we sent out after a conference. Depending on which link the recipient clicked, they were put into a workflow tailored to their interests.
Content personalization based on personality is especially important for B2B organizations.
The messages we use to communicate with C Suite professionals are different from the way we present our message to technical writers.
Different target audiences will have different challenges and weaknesses.
We hope you already keep this in mind when creating your content and tagging it accordingly.
Once you do that, you can easily compile content for each personality and create an email sequence that speaks directly to them.
Personalize the content of the site
Do you know where your potential customers are on the buyer’s journey?
Someone who has just heard about your product for the first time will need different information than someone who is in the thick of researching potential options.
You need to make sure that you are creating a variety of content that reaches the top of the funnel potential all the way to the bottom of the funnel.
Once you create this content, you can share it with the right audience. One way to do this is to suggest more articles to read that are for a similar niche in your funnel.
Calls to action (CTAs) give your potential customers a clear way to respond to your content and help move them down the conversion path.
You should test different calls to action and remember which one works best.
You can use custom CTAs to deliver a highly customized action step.
This first example is a basic CTA. It’s good, but it’s very generic.
This call to action is personal. We know Jim is specifically interested in laptops, so we’ve tailored the letter to him.
Creating custom content can seem overwhelming at first, so it’s best to pick one area and test it out until you get a feel for what works well for your organization.
As recommended by the editorial board Piano Analytics + Animation.
Start by solidifying buyer personas and building contact lists based on them. From there, you can easily create a segmented email campaign.
Soon you’ll be on your way to creating better customer experiences.
And once you start seeing the power of personalization in your content, you’ll never go back.
- Content personalization: what is it?
- B2B content ideas to generate links and industry influence
- Winning at Retargeting: Tips for Reconnecting and Converting
Featured image: Mix and Match Studio / Shutterstock