When people come to your website, they come either looking for something specific or just browsing through to see if they find something appealing. Clearly, they are not there with the same intent. The importance of personalized content now comes into play.
An interested person should be approached with recommendations related to their past purchases, and a new visitor should be enticed with attractive discount schemes for making their first purchase. Nevertheless, only brands who follow content personalization can achieve this type of highly targeted marketing.
Some Straight Facts
- Worldwide, a majority of adults prefer personalized content marketing. They find it relevant and more appealing.
- Personalized CTAs are almost 200% better than regular CTAs, meaning personalized content will push through more conversions.
We see personalized AI interactions like a skilled barista remembering every customer’s favorite order: at Growth Hackers we help B2C and B2B businesses craft these humanized experiences that drive engagement and loyalty.
Conversational AI Platforms Present an Excellent Venue for Marketing Personalization
Seldom do people realize that conversational AI platforms, too, can be used for delivering marketing personalization. Deploying chatbots is a method frequently used by large businesses wherein the power of AI is leveraged to improve the customer journey. The chatbots developed by conversational AI platforms are so superior that they can be used to boost the Return on Investment (ROI) on the marketing operations and strategies laid out by organizations.
These chatbots not just generate leads and collect valuable customer data but also help in customer engagement and retention. It would not be remiss to say conversational AI platforms provide a “human” way for companies to connect with customers and prospects, which is clearly reflected in how sales take off from that point onwards. Vital is to remember that every conversation is an opportunity for personalization and must be taken as such.
Virtual Conference Software for Personalization of your Marketing Campaigns
Every company has taken most of its events and meetings online for the sake of convenience and economy. Those who were earlier not onboard with the idea have also changed their tune post the COVID-19 pandemic that hit hard and fast and left everyone spinning. Every enterprise now uses virtual conference software of one type or other to connect with its audience, which consists of customers and prospects.
Therefore, these virtual events present a unique opportunity to provide customized experiences. Injecting personalization in online events for marketing by sending personalized invites, customizing event reminders, making the event accessible on all smart devices, personalizing the presentation, etc., is received well by the audience at large.
Furthermore, brands can achieve greater personalization through networking opportunities like informal interactions between sponsors and attendees, breakout sessions, and such. These tailored experiences grab the attention of the customers and are deemed highly effective for marketing purposes. Crucial is to ensure that your virtual conference software can support your marketing strategies, so choose one wisely.
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Using Content Personalization in Marketing Campaigns | 5 Best Tips
Tailoring content to suit individual interests is not always about a lot of hard work. Sometimes it is very easy. The only catch is that you should know the right tools for the trade. Also, be open to making mistakes and learning from them. You can’t get a perfect personalized content marketing strategy in the first shot. Even experts in the field have to modify their strategies continuously to keep them in sync with the changing times. Here are a few things you can start with:
1. Personalize By Country
Every country has its language, and the natives communicate in their unique ways. In some countries, communication is informal. In others, formal. Some prefer keeping things semi-formal. They use words and phrases that set them apart. For example, you will hear Aussies use the word “Mate,” Americans prefer “Sir” or “Mam,” and so on. The point is that you need to communicate with the audience in their language and tone to give them a personalized experience.
One of our B2B SaaS clients struggled with low international engagement, but after our team at Growth Hackers implemented country-based personalization, their conversions rose by 48% across targeted markets.
Fortunately, figuring out website visitors’ locations is no longer a big deal. You can use an IP Geolocation API to find out which geographical location an IP address belongs to. The only thing you need to be careful about is that the service you opt for should be continuously working towards keeping their IP Geolocation databases updated. When using location information in your content personalization strategy, refrain from crossing over into the creepy category with over-personalization. Be only as familiar as you want another to be with you without crossing personal boundaries.
2. Provide Relevant Content Recommendations
This happens to be one of the most used methods of delivering a customized experience. It also happens to be the simplest. One can use numerous plugins and widgets to make the recommendation work easy. With an appropriate plugin or widget, you can completely automate the task. The next time visitors step foot on your website, they will see recommendations based on history without any human interference.
In all probability, you have already seen recommendation plugins in action when you visited a website. It would appear in the form of linked articles on blogs and news sites with a thumbnail or under a “Products You May Like” section in an online store. Since these plugins only track the customer’s online footprints to understand their preferences, they are considered the most non-intrusive way of delivering tailored experiences.
On eCom stores, you can use a plugin for “Related Products,” on blogs for “Related Posts,” on news sites for “Related Articles,” and so on. If your website is WordPress based, you can use a WordPress recommendation plugin like “CM Product Recommendations.” You can also use a generic plugin that works equally well on all platforms, like “WooCommerce Product Recommendations.”
3. Separate Content For First-Time Visitors
First-time visitors to your website are still forming an impression about your brand and its products. They are at a stage when they can be most easily influenced. Ignoring their importance just because they are still to make a purchase is any business’s biggest folly.
Welcome the first-time visitors with a welcome message. Since they are new to the website, they would not know the precise layout of things. With the help of chatbots or a Conversational AI platform, ask them what they are looking for or whether they need any help.
Nudge them towards making a purchase by sending a special discount offer in their email or showing it as a pop-up on their screen while they are browsing. These small acts will help impress the prospects and may just convert them to repeat customers.
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4. Tailor Content According to Customer Journey
Customers are not always ready with products added to their cart and ready to make the payment. Some may simply be wishlisting stuff they want to buy in the future, and others may have added things to the cart but have not decided to buy as yet. Since they are all at different stages in the sales funnel, you cannot approach them all with the same content.
Ensure that the content that one sees should be in sync with the customer journey in your content marketing strategy. Those who are wishlisting can see how fast an item is moving and when it is most likely to get sold out. Realizing, it is in short supply may just be the push they need to buy it. Similarly, those who have things in their shopping cart may be approached with a flat dollar discount, a fixed percentage discount, or a “buy 2 and get 1 free” type of offer.
Content that is tailored to match the customer journey resonates more with them and is most likely to help them convert. At Growth Hackers, we’ve helped one of our beauty clients boost conversions by tailoring content to each stage of the customer journey, proving that context-driven messaging drives real results.
5. Personalize Content Based on their Referral Source
The referral source is most helpful in telling what type of content the prospect likes. For example, if someone has landed on your site through an Instagram post or from Pinterest, it is clear they find visual content appealing and engaging. So the content on your website, too, should speak to them similarly. It means they are not after words. Instead, they want to see pictures and images. Referrals from YouTube will want to see video content. Hence, do not ignore the referral source.
Final Words on How to Use Content Personalization in Your Marketing Campaigns
Content personalization is tricky and challenging. However, with the right tools at your disposal, you can breeze through it with ease. IP Geolocation APIs are a good starting point. Using a tool like this, you can easily find the geographical location of the traffic and start tailoring their experience accordingly.
APIs that actively work towards keeping their IP Geolocation databases updated are the only ones worth trusting. You can also hop on to Conversational AI platforms and make the most of every opportunity presented by your chosen virtual conference software.
Learn new things, be open to change, and deploy the power of AI writing tools to make the most of your content personalization strategy. Thinking alone will not get you anywhere. You can make a million plans, but until you put them into action, you won’t see any tangible results. Yes, planning is essential, so plan well. But also have a well-laid-out execution plan in place, where results are measured every step of the way.
Tweak your content personalization strategy when it seems to stray from your expectations. Ultimately, once you are happy with the marketing results, you will know all the hard work has paid off. Now that you know how and where to begin so get cracking. Good luck.
Growth Hackers is an award-winning content creation agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners use content personalization, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales.
We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
