In content marketing it is getting harder than ever to grab your audience’s attention utilizing generic material. By personalizing your content, you are more likely to engage your targeted customers. In this blog, we’ll break down 5 ways we have utilized personalized content with examples:
What is personalized content?
You will know if they are a man or woman, their age, location, and even their interests. Which helps you better connect with your customers and drives engagement.The numbers don’t lie — personalization is what shoppers want.
In order to be successful, every brand needs a strategy that delivers targeted personalized content and relevant information to consumers to increase their likelihood of engaging with your company.
You can do this by looking at the available data about each visitor to your website or social media page. The information available ranges from their keyword searches and buying history to information they might provide, such as location, age, and gender. When pulled together, this data helps paint a picture of each customer’s interests and needs, so you can share content that speaks to them. The result is higher sales and increased engagement.
About half of the retailers that personalize their marketing content see a 300% ROI over the course of their relationship with a consumer. Other industries have seen an increased ROI due to content personalization, as well.
Segment Your Audiences
There are different ways you might segment your audience when creating personalized content. Machine learning and artificial intelligence (AI) have made it easier than ever to mine information about your customers and web visitors. Then, based on where they fall within the lists you’ve created, you can optimize their content to address their personal interests and buying habits.
Here are a few common demographic factors used to segment audiences:
Using location-based marketing, you can target customers who live in specific areas. For instance, if you have noticed your customers are primarily from the east coast, you can target web visitors in major cities such as the New York metropolitan area.
Insider tip: A shopper’s location also provides additional information about them, such as the weather or season they are currently experiencing.
Knowing your visitor’s age gives you additional insight into who they are as a consumer. For example, millennials, Gen Zers, and younger generations are more likely to shop online, so you should drive them to make their purchases through your social sites or directly to your website.
Marketing based on a consumer’s gender can also help drive sales. Be careful, though, as this can be tricky. The interests of men and women tend to overlap more these days.
Stage in the Sales Funnel
Our goals seven main stages in a customer’s sales process when it comes to digital marketing:
The overall goal of each stage is to move the consumer toward the bottom of the funnel, where they make a purchase, and, hopefully, start a long-term relationship with your brand.
Our 3 Types of Personalized Content:
- Interactive Surveys and Quizzes
a. Everyone loves interactive surveys on social media and your website, making them an excellent content marketing tool. The interactive nature of these surveys lets users personalize the content presented to them.
b. These surveys have different features, functions, and content, based on the curated data pertaining to the specific consumer.
c. Our example: An Interactive Quiz- Chronic Wasting Disease Quiz | Theodore Roosevelt Conservation Partnership (trcp.org) engages the end-user and helps evaluate your audience.
- Retargeting ads on Social Social media platforms such as Instagram and Facebook make it easier than ever to deliver personalized content to your target audience. Curated campaigns are beneficial to your brand. They create awareness, boost traffic to your site and increase sales. We recommend targeting specific audiences based on various demographics, including age, gender, location, and specific interests.
a. You can also retarget current customers or audiences that have visited your site before. Facebook states, “If your business is using retargeting to find people who have visited your physical store, or if you have collected customer contact information through a CRM, you can create a list to reach these people with ads.”
b. Retargeting is a great way to get a second chance at selling to recent visitors.
c. We helped understand Pond King’s audience in their buyer’s journey through targeted ads. See their success here.
- Personalized Emails Today email marketing is less about promoting your offers and products/services and more about giving the subscribers a personalized experience that serves their needs. When the emails speak about what the subscriber desires, they are more likely to engage with them
a. We recommend segmenting your audience so you can target your subscribers with specific email campaigns. Personalized content is more likely to resonate with your audience, which drives consumers to your website so they can make a sale. Or better yet, they share their customer experience on social and tell their friends/followers about your quality brand.
b. For example, Spotify sends users a personalized Discover Weekly playlist based on what they have been listening to, their likes, and dislikes. This email re-engages users and gets them to sign into their app again.
c. Personalization increases the likelihood of your recipient opening an email from you, and it is something anyone can benefit from, as well. For instance, when sending an email to those on your specific list, you can add a personal touch by pulling the recipient’s first name into the subject line.
d. After creating personalized messages for Leupold’s email campaigns we saw an increase in their open rates and sales doubled.
e. After understanding who Pond King’s audience is and what they care about we were able to send them personalized, targeted emails about products and services they want to learn about. This resulted in higher opens and click-throughs on all their emails.