You get it. Today’s content needs to focus on the customer, not how great your product or company is. But have your teams taken the next step? Content personalization takes your customer-focused perspective to a whole new level. Learn how to leverage this growing content marketing trend to gain more attention and drive more conversions. Let’s dig in to the four tactics that are sure to WOW your audience.
Segment Email Subscriber Lists to Personalize Your Messages
As Inc columnist Amy Balliett pointed out back in 2018, your brand will lose 72 percent of its audience unless you personalize your messages to them. For enterprise marketing teams, that’s quite a drop in your content’s reach.
Yes, you already personalize subject lines and even insert the recipient’s name into your emails’ content. However, there’s a quick way to up your email game even more – subscriber segmentation.
No doubt, as a larger company, you have a broad range of products and services, and with them, a diverse customer base. Use the data you glean from your social media and content analytics to create audience segments. Then create content that addresses each segment’s pain points and interests.
Bringing the power of content automation into the picture can help you get your emails into each segment’s hands at the optimum time for their specific location. For example, if you’re targeting your prospect’s CEO, you’ll probably have the best chance of reaching her after she’s had her morning coffee and is reviewing her inbox for urgent messages.
In contrast, if you’re a B2C company targeting stressed-out moms, you’re likely to reach them in the evening hours after the kiddies are tucked into bed. For a company with a global reach, segmenting your audience by location, as well as demographics, interests, and online behavior is a must.
Use Interactive Blog Content So Users Can Personalize Their Experience
Another way to bring personalized content into the picture is to include interactive maps and infographics in your visual content. We’ve always advocated for including visual content to break up the monotony of long stretches of text in your blog posts. Most people, after all, retain 55 percent more of your visual content than text-only posts.
However, as Balliett advises, the chance of engagement rises by 87 percent when you include interactive visuals. Whether it’s a map that users from different regions can click on to learn location-specific information or an infographic with clickable links to more detailed information about various statistics depicted on the visual.
Need an example? Check out our recent guide: “Back to the Future: Insights & Tips on Content Strategy, Planning & Measurement“.
With third-party cookies (we’re looking at you, creepy Internet stalkers) now on their way out, you can still use on-site cookies and forms on your website to empower website visitors to direct their own experience while browsing through your website content.
Start with a simple profile creation form, as our own Brock Stechman advises. You’ll usually get their email address, but you can also ask them a few optional questions, such as their age group, industry, product preferences, or other key data points that will help you personalize their browsing experiences. Just don’t make the form too complex or intrusive. Make it easy for them to connect.
You can then use your site’s cookies to track their location, where they came from online (such as paid search, social, or other online sources), on-site searches, purchase records, and any other information they share voluntarily.
Use the visitors’ location data to provide them with location-specific information, such as native language, nearest office, or store contact information. Referral sources can provide you with an indication of their preferences while they’re on your site.
For example, if they got to your site through a digital coupon, you could assume that their budget is a key consideration. If they clicked through to your site through a visual post, such as Instagram or Pinterest, you might automate your site to suggest content that includes stunning visuals. Or, if they’re responding to an ad for a product, they’re likely ready to buy, so you can suggest the sale page for the product itself.
If your visitor accessed your page with a mobile device, they might be interested in calling for more information or booking online. Make it easy for them to do so with a clickable link to initiate a call.
Leverage ABM to Connect B2B Decision-Makers with Hyper-Personalized Content
One of the most effective ways to connect with B2B buyers with hyper-personalized content is account-based marketing (ABM). It’s a highly effective way to position your company at the forefront of your market. Only a small percentage of B2B organizations have embraced this revenue-driving content strategy.
Account-based marketing targets the major decision-makers in a company, usually the C-suite, with high-value content that addresses each company official’s specific interests. Content collaboration with your sales team to learn your prospects’ concerns and objections, can transform them into customers.
For example, if your company makes software that automates and streamlines parts of the manufacturing process, you could create the following content for each decision-maker:
- For the CEO: A collection of case studies that demonstrate how your software has cut costs, boosted revenue, and grown the customer base for similar companies. Case studies such as these will likely ease the CEO’s natural concerns about your solution’s potential to increase the company’s ROI and extend its reach into new markets.
- For the CFO: While the CEO is interested in the big picture, the chief financial officer will want to see the hard numbers behind the glowing case studies. Graphs and infographics that tell your customers’ success stories in numerical form, will likely ease your prospect’s natural fears about making such a massive change in production.
- For the head of engineering: Engineers want to know how your solution works. Collaborate with your engineering and development teams to create a detailed, highly technical white paper or ebook that addresses questions about how your solution can interface with your prospect’s existing machinery.
- For the CIO: Put your creatives’ heads together with your development and technical support team to create a custom-tailored brochure. Ideally, it would include how your solution works, troubleshooting instructions, and guarantee round-the-clock support in case of technical glitches.
And so on. If you have a repository of past content at your fingertips on your content marketing platform, your teams can easily repurpose past content to meet your prospects’ needs.
Although ABM is a labor-intensive process that you should reserve for your biggest prospects, having such a treasure trove of content assets available should enable you to pull them up at a moment’s notice. Use your content calendar to coordinate everyone who takes part in content planning and creation, and you’ll have a streamlined process that personalizes content at scale.
Put the power of personalization to work, and you can increase your sales and expand your reach throughout the globe. With a comprehensive content platform like DivvyHQ, you can simplify the entire content personalization process from ideation to analyzing the final results. Start your free 14-day DivvyHQ trial today!