So, what’s the only hack to hook your audience?
The best hack to do this isn’t only crafting SEO-optimized content; it’s creating your content as “tailored” to their interests as possible.
And that’s where personalized content comes into play. This article will discuss everything you need to know about content personalization.
What is personalized content?
Personalized content is also called dynamic content, as it ensures a customized user experience.
Personalized content helps your brand utilize specific information about your consumers and create a unique and personalized experience for them which ultimately helps your brand with more lead generation and customer retention.
This makes sense, given that 80% of consumers are more likely to buy from a company that provides a tailored experience. Not only this, but 66% of consumers expect brands to understand their individual needs, and 42% of customers are frustrated by impersonalized content.
The stats clearly show there are endless possibilities to leverage content personalization and win your customers, and if you’re not using it, you’re losing sales.
Benefits of content personalization
1. Builds an engaged audience
When you analyze and track your customers’ behavior and preferences, you can provide them with relevant content specific to their needs.
This will help you keep most of your customers engaged because stats show that 72% of customers will only engage with personalized content.
2. Improves lead nurturing
98% of marketers believe personalization improves the customer-brand relationship, which helps them nurture leads more efficiently and convert them into MQLs (marketing qualified leads) and SQLs (sales qualified leads).
This is because once you’ve identified what your prospects are looking for, it becomes easier to target them via relevant content. When customers feel that you understand them, it builds trust – an essential element to nurture the customer-brand relationship.
3. Increases conversion rate
Companies that use advanced personalization see returns of $20 per $1 spent; that’s an ROI of 20:1. And that’s huge!
This is because reaching your prospect with personalized messaging relevant to their needs gives them a sense of recognition and care— increasing the probability of converting into actual customers.
4. Higher revenue
More qualified leads = Higher conversion rate = Higher revenue.
It’s as simple as that!
If you know the exact preferences of your prospects, you’ll be able to personalize the experience., This will ultimately convert them into qualified leads and then into customers.
For example, suppose you provide personalized product recommendations to your customers based on their past buying behavior or nurture them through emails relevant to their needs. In that case, they’re more likely to get persuaded and convert, which will help your company gain more profits.
Also, remember that personalization isn’t just about gaining higher revenue; it can also help you reduce customer acquisition costs by as much as 50%.
5. Strengthen the emotional connection
People remember how you make them feel, and so do your customers.
Incorporating data-driven personalization into your emotion-striking content will increase the impact of your content.
Because purchasing decisions are driven mainly by buyers’ emotions. If your content strikes that emotional chord of your target audience, they’ll not only become your customers but also feel connected with your brand.
And this connection can go a long way and help you with customer retention and increasing profits. Increasing customer retention rates by 5% increases profits by 25% to 95%.
How can you personalize content?
If you want to create personalized content, you need to know your audience first and leverage the user data.
Here are the three types of user data that can help you gain insights into personalized content marketing:
1. Behavioral data
Behavioral data is the information acquired from a user’s website activity. This reveals the insights such as page views, time spent on the website, sign-ups, etc.
Some behavioral data sources include websites, CRM systems, marketing automation systems, mobile apps, help desks, billing systems, and call centers.
2. Demographic data
It refers to factors such as gender, income, age, education level, marital status, profession, geography, sexual orientation, etc.
You can extract this information through survey records, population censuses, and third-party databases.
3. Contextual data
Contextual data helps you understand user intent and usage patterns. The information provides perspectives on user actions, items, and people.
Contextual data sources mainly include social media activity, milestones, past buying behavior, location, and preferences.
How to build a content personalization strategy?
1. Address users’ needs
Analyzing your customers’ needs and addressing them is the ultimate key to success in content personalization strategy.
Focus on your target audiences’ problems. Then think about how your content, product, or service can solve these issues and start working on it.
Remember— rather than highlighting your product or service through your content, focus on solving your target audience’s pain points because that’s what personalization strategy is all about.
2. Address the individual
Treat your customers like humans and always have a human-centric approach.
Even if you have segmented your target audience into different groups based on their behavior, preferences, etc., it’s essential to understand them on an individual level as well.
So leverage your data, identify each individual’s pain points, and push the content accordingly.
3. Customer journey-based personalization
Your customers go through an entire journey before actually becoming your customers, so it’s essential to align your content to each stage of their journey.
This will help you deliver a personalized experience— increasing the chances of their progress to the next step.
Tools you can use for content personalization
1. Customer Data Platforms
It’s a software that helps you aggregate customer data across various touch points and converts the real-time data into individual customer profiles.
It collects data from various sources such as web forms, social media activity, CRM, transactional systems, emails, and website behavioral data.
2. Google Tag Manager
Google Tag Manager enables you to add and update your own tags for site analytics conversion tracking and track your user’s activity across your sites and apps.
This gradually helps you improve the on-site user experience and increase your conversion rate.
3. Data Management Platform
Data management platforms collect data and conveniently store it in one place, so you have one cohesive view of your customers across screens and platforms.
A data management platform helps collect, organize, and activate audience data from different sources.
As we’ve discussed content personalization in-depth, you have all the insights on your plate.
By analyzing all the stats mentioned in the article, it’s clear that consumers are fed up with irrelevant content and constantly looking for a personalized experience.
This also shows that investing in your content personalization strategy will pay off with huge rewards for your brand. So, start focusing on creating content that resonates with your target audience.
We, at Contensify, help B2B brands by executing such personalized content marketing strategies smoothly. Contact us to learn more.