Personalizing content marketing efforts is a crucial task for any business. Companies that are looking to improve their conversion rates should be focusing on personalizing their content marketing.
This is because about 90% of consumers find personalization in marketing appealing.
The target audience of any business wants to feel like the content that a business shares connects with them on a personal level.
Most consumers won’t care for a product or its solutions if they find that it doesn’t suit their needs. Companies that are able to align their products or services with the beliefs, needs, wants, or values of their customers can benefit from increased sales, as well as a better relationship with those consumers.
Personalization in content marketing can also help companies grab the attention of potential customers because the messages they distribute to those customers might align with their needs or values too.
This strategy is what tends to keep most consumers engaged throughout their buying journey.
Strategic Data Use
Whether a company wants to use data to create a more personalized first impression for potential customers, or to give past customers new product recommendations, it’s important that all data is used strategically.
Otherwise, companies risk overstepping the privacy boundaries of their consumers.
Additionally, most consumers want to feel a connection with the content they see from companies, but they easily become uncomfortable when they realize companies are collecting their data.
This is why companies need to find a good balance in terms of offering personalization while not making customers feel like they’re stalked by a business.
Recommendations
There’s no reason why companies should use a large amount of user data in their content marketing efforts. Sometimes, the most effective personalization strategies are as simple as providing consumers with a product or even content recommendations.
Both of those options should relate to what the consumers are already looking at with interest on the company’s website.
For example, if a customer is looking at a specific article, the company can provide product recommendations based on that article at the bottom of the page. A similar strategy can be used for other types of product recommendations.
For example, when a user looks up a specific item, the company can recommend similar products. This is an easy and effective strategy to draw consumers in and to keep them engaged for a long time.
Referral Personalization
Companies can provide personalization in their content to engage with their target audience based on the way consumers are directed to the company’s business website.
If a consumer arrived at the website by clicking a link inside an email, the business will have that information, and more, on hand.
More specifically, when that happens, companies get access to that consumer’s demographics, preferences, and name, all of which can be used to provide the customer with a more personalized experience.
On the other hand, if a customer found the website through Twitter, companies can show highlighted tweets from their Twitter profile that feature special offers to entice the consumer.
