Content personalization is creating unique and relevant content customized to suit your target audience. While many users see content personalization as a B2C strategy, it can also be helpful in a B2B marketer. Even with a perfect plan and distribution for your content, you have no guarantee of hitting your target market.
It would help if you focused on placing the right content before the right audience, at the right time, and via the proper means. That way, you can engage a more extensive market coverage and convert a large percentage of your audience into customers and potential customers for your product.
If you want to start personalizing your content, here are some ways and tips to guide you.
Consider Your Audience
It would be best to identify your target audience to know who you address. The people who visit your site with a particular need and to whom you want to deliver a specific experience make up your audience. You need the following data to create your audience personalization.
Find out your site visitor’s actions. Did they read blogs, open CTA, or download some eBook? You can rate the visitor’s interaction with your website through this data.
You can get firmographic or demographic data from the visitor’s IP address. It gives you information on geographic location, the company’s size, and industry.
Contextual data shows an individual’s situation when visiting your site. It shows the visitor’s device to browse, whether they are first-time or returning visitors. It also shows the referral source they are using to reach your site.
You can choose how to segment your audience if you have the content personalization software to collect this data about your site visitors. Create your content to offer valuable help to your audience, whether they will buy from you or not.
Address Individual Needs
Separating consumers into demographic groups according to their personal information makes you treat them as a general number. Suppose you use this approach; you will likely get almost no response from your visitors. Personalization focuses on addressing an individual and not a crowd.
On the contrary, addressing an individual customer makes them feel like they are the only ones in your audience. That confidence will make them interact more with your content. However, avoid making it too personal that a person may feel like you are stalking them.
Keep On Scaling
You have to start small yet keep scaling smart in content personalization. It requires a lot of work, even with suitable systems and technologies. You must avoid losing personalized elements and going back to the old marketing methods.
It is advisable to create about one to 3 content templates that you can use to customize according to the customer’s data. It will help develop your content faster without starting from scratch and ensure high-quality content without compromise. You will only share relevant information with your relevant audience with intelligent scaling.
Leverage Technology and Data
You cannot easily separate data from an effective content customization strategy. You can use data to gain insights into your target audience’s needs and interests and predict future trends and behavior patterns. These insights will help create content that will strengthen your existing relationships and boost customer engagement at every point of interaction.
Content personalization enables you to take advantage of current engagements and send prospects through easier than waiting for more weeks. You can achieve this by having well-connected technological tools. A combination of accurate data and up-to-date technology can help you deliver the best-personalized content to your audience.
Improve Your Messaging Over Time
It would help refine your personalization strategies and adjust messaging over time depending on the consumer’s behavior. You may need to tone down a bit in your messaging if you realize that your previous content was strong. Sometimes you may make wrong assumptions from an individual data, and later you have to employ a more human-centered approach.
Personalization is a journey that keeps turning; even if you convert the visitor into a prospective customer, you have room for improvement. Constant evolution is the key to successful content personalization.
Stay Up-to-Date With Industry Trends
Staying top of the industry trends and marketplace movements is an excellent approach toward content personalization. Below are some ways to identify industry trends.
- Read trustworthy research reports on the industry;
- Follow news from reputable publications such as Forbes. It is an excellent way to understand consumer behavior in specific industries;
- Read reputable publications from the industry where your business lies;
- Follow the data that you collect. If you collect specific data from sales and marketing, do not delay in acting on it.
Conduct Content Surveys
Running content surveys on your audience should not only be for improving customer service but also for better content personalization. These surveys can provide original quantitative and qualitative data and help you deliver content that your readers will enjoy. A survey is one of the best methods of collecting legit data from your target audience without asking explicitly.
The custom content you can create from this data is enough to bring back first-time visitors and convert readers into prospects and even customers.
Consider Email Segmentation
Personalization is essential for the success of email marketing. Research has it that emails with a customized subject line have 26% more chances of being read. By customizing your email content, you can boost your sales rate by up to six times more. Email segmentation is a perfect way to address specific subjects for your audience.
Most software for dispatching emails have a section for segmenting email campaigns to suit the preferences of your target audience. However, you can take advantage of these features by integrating your software with one for data collection. You can add specific questions to your email sign-up section, track their responses, and get the subscribers’ preferences.
Every brand has a different audience from the other. You have to make your brand stand out by using qualitative and quantitative data from your audience. Keep up with the changing technology and market trends to personalize your content better. You can only fill the gap between you and your customer with well-personalized content.
About the Author
Jonathan Liebenberg is a technocrat and an avid outdoor enthusiast. He is a community manager and a committed team member. When he isn’t working to make the internet a better place, Jonathan can be found exploring the great outdoors and beautiful coastlines with his sidekick, Zen, a very energetic Weimaraner.