February 23, 2016

Personalizing Content Is the Key to Boosting Your Bottom Line

 It’s no secret that personalization is a key component to a successful marketing campaign. After all, today’s consumers crave highly targeted content that speaks to their individualized needs. What’s more, serving up personalized content is the most effective way to acquire fruitful leads and engage consumers.

In fact, Gartner predicts that, by 2018, B2B companies that incorporate personalization into their digital commerce strategies will realize revenue increases of up to 15 percent. In other words, companies that build trust-based relationships with their audiences stand to gain more business than those that do not spend time producing content that truly resonates with niche groups of consumers.

So, how does your organization take its focus on content personalization to the next level to drive results? It is easier said than done, but here are three key ways to get started:

  1. Segment your marketing database: It’s impossible to create personalized content if you don’t know your audience very well. You might have a general sense of your average consumer’s profile based on your overall target demographic and your industry; however, that’s not enough. Dig deep within your marketing database to garner actionable insights about the different groups of consumers that exist within your greater audience. For instance, some of your customers might have different budgetary restrictions than others. Some of your consumers might prefer different channels of communication as well. Try combing through your database and grouping consumers into various categories based on behavioral and demographic similarities and send appropriate messaging to each group.
  2. Experiment with split A/B testing: Another way to improve your company’s content personalization efforts is to simply test and learn from your messages. For instance, many successful marketers employ what is called split A/B testing. This requires that you experiment with your typical email marketing campaign by sending one group of consumers a message with a certain style, tone or special offer, and then sending a second group an email that contains different elements. If one group of consumers responds more positively, you’ll understand more about your audience’s preferences. Get comfortable with A/B split testing by first experimenting with something small, such as the subject line.
  3. Pay attention to social media: Today’s consumers are extremely vocal on social media platforms. They share their opinions about brands over a variety of platforms from Facebook to Twitter to LinkedIn. As a marketer, it’s your job to stay alert to the conversations occurring on social media, as they can provide you with insights on the content preferences of your consumers. For instance, if one of your existing consumers or potential leads posts on social media that he or she is irritated by the frequent and overly salesy emails he or she is receiving from your brand (or a competitors of yours, for that matter), you should immediately audit your email marketing strategy for that individual according to this feedback.

Getting to know your consumers on a deeper level isn’t easy.  But if you use the three tips suggested above you’ll be on your way to producing the type of content that today’s consumers truly want from your brand, leading to their trust and loyalty.

Need a hand getting started? Try reaching out to a trusted third-party content strategy vendor to help with some of the legwork.

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