Personalization can be defined to meet your needs or to take care of your prejudices. In digital marketing, this may depend solely on your specialization. For example, we can define customization for e-commerce, PPC, demand generation and e-mail.
But in general, personalization means the use of the knowledge of the customers, including, but not limited to, their demographics or demographics, in order to increase the relevancy of our content. When done well, personalization gives the impression that you are talking directly to a particular consumer or consumer groups at a particular time. Why should you care about personalization anyway?
A study of HubSpot shows that custom CTAs converted 202% better than the default versions.
A The study by Deloitte revealed that, apart from basic personalization, 36% of consumers expect products or services custom.
88 percent of marketers in a survey conducted by Evergage stated that personalization helped them to achieve better business results % say that personalization helped them to reach a higher customer experience.
I can continue to unveil these numbers to infinity. But that will do little or nothing for you if you do not know how all this customization work is working. Let's move on to that next.
Personalization methods change content marketing campaigns
Use of segments
Some marketers tend to use segmentation interchangeably with personalization itself. But if segmentation is part of the customization, true customization involves much more than just using segments.
However, content segmentation typically involves designing, writing and organizing the content of your website in order to appeal to predetermined segments. The use of segments in your content marketing allows you to offer different types of content to people based on factors such as the current time, their location, and their overall behavior. For example, here is what looks like Goal.com, a popular sports website when you visit France.
Here's what it looks like if you come from Nigeria.
And this is what it looks like if you come from the UK.
You can see that the content is customized for each of these regions. With the French version, the content is served in French and you can see it accentuate the French league further.
It is possible to switch to English if it is your preferred language. This translation is via Google Translate and is not always accurate, but it's better than nothing.
True, you may not have the resources to engage a multilingual content marketing team, but there are other subtle ways to use segments to deliver personalized content. Here is another example from Duda a website design platform for agencies. In this example, the site is configured to segment visitors based on the time, so that the most relevant call to action appears.
When you visit the "Contact Us" page of the dental clinic during the day, you can make an appointment immediately. But after hours, you will be told that they are closed and you will get a form to make an appointment. Duda's tools include options for setting up dynamic customization based on time of day, year, geolocation, past browsing habits, campaign URL, and other factors.
The possibilities here are endless. But after reading this, I am sure you will get concrete ideas for your own web properties.
Creation of personas
Anyone in the world of content marketing for more than a day has probably heard of the term persona. For the purpose of this article, a character is a general fictional character created by a marketer based on his or her data on the needs, lifestyle, goals, and behavior of their clients. Personas are often vast, but if the data from a marketing agent is accurate, they will often represent the majority of your audience, your customers, and your potential customers.
Here is a example of a character model that gives you an idea of what you should include in your character.
And here is a example of a real personage .
The beauty of the characters lies in the fact that it is general and broad, you do not limit yourself to one type and you can create as many as you want. For example, suppose you have a product or service for marketers, business leaders, and freelancers. The people you create for these three groups will be different and will determine the type of content you will create.
The freelancer may know that you have a product or service that he needs, but he may find it too expensive and hesitate to buy because he does not know if it is worth it. You can create content to show why your product is worth the extra money and even show how it compares to your competition. The last part applies especially if you are sure to have a stellar product.
Do the same thing with other characters by creating content that meets their specific needs and interests. In this way, you will never run out of content ideas to fill your calendar, you will keep all the personalities involved with your brand and lead them to conversion. And by understanding who the main audience members are, you are in the best position to configure customization triggers that match the signals revealed by each character's browsing habits.
Mapping of the customer's route
The customer journey consists of a series of steps or processes that a customer undergoes in his interactions with your business before becoming a paying customer in the long run.
Mapping this series of steps can help you discover a model that you can easily use as a reference in your business. Here's the fun part: the time when the customer's journey could probably be represented in a linear fashion is over – a direct experience from X to Y. Nowadays, such cards can usually look like a mess, especially if they are visually represented .
Here is what a sample customer journey card model looks like .
Mapping your customer journey helps you understand the parts of your website where they spend time and the types of content they are interested in. This helps you create the right types of content to attract more potential and potential customers.
Although the process is called mapping, it is not always necessary to create a literal map. Some marketers use Excel spreadsheets or Google sheets for their maps, while others create process infographics, while others use graphs. Choose a format that best suits your team.
The creation of a map of the customer journey is not a coincidence. You will need to ask your customers how the process went from first contact with your brand to the point of sale.
Mapping your customer journey will ultimately enable you to build a customer-centric business – and define more effective rules and customization triggers. You will focus more on serving your customers better and making sure they always have what they need: the right content, the right product, and the right customer experience. And if you know that users who have seen some marketing assets, for example, are preparing for the sale, then you can make personalized recommendations optimized for travel-stage adaptation.
I like to think that all the customization tactics mentioned above relate to the service of individuals.
For example, if you visit the sports website that I mentioned earlier, you will automatically see content different from someone else 's because of your location. Similarly, if I visit some sites for the first time, like Ramit Sethi, I will teach you to be rich, a questionnaire on the home page promises a free report based on my answers to the questionnaire. Subsequently, all the content that I will receive is adapted to the report of the quiz.
If a company knows that most of its customers come from Facebook, live in Germany and work in a marketing agency, they will probably target their Facebook ads on this population. These tactics are all wonderful, but individualization is a notch.
Individualization allows you to deliver content to users of websites in real time, based on their on-site behavior using artificial intelligence. And here, even though this segment is growing, the possibilities are potentially endless.
For example, a visitor to your site may get a re-targeted ad after leaving your site. If and when they click on the ad and come back to your site, they will be recognized as the same unique person who has already visited your site.
Let's take another example of SaaS web application. A customer action that occurs in the mobile application will trigger an event in the web application or vice versa.
In fact, individualization does not completely replace the personalization tactics mentioned above. They have their place and individualization only adds value to them, that 's why I've included all the tactics here.
Use them all by alternating combinations to achieve the personalization goals of your business.
Content of the exhibition
Preserving content is sometimes an underrated or overlooked personalization trick. It is often because even if it is a popular tactic, few people understand it well and make mistakes common to many conservatives . These include using a wrong strategy, choosing the wrong curation tools and not giving it enough time to get results.
What makes retention of special content is that even if you're not the creator of the content you share, you're going to add your own ideas that are likely to echo with your public. And since you're responsible, you can choose certain days to select different types of content that interest different members of your audience.
For example, if you are in the digital marketing niche and you are creating content on different digital marketing topics, you can choose different days for different facets of digital marketing. So you can say that Mondays are dedicated to SEO topics, Wednesdays to Conversion Rate Optimization (CRO) topics, and Fridays to email marketing topics. It's brutal, but you understand the point. On certain days, for each topic of content, specific members of your audience will feel that you are talking to them directly with the content you are organizing.
In this way, curation of content reaches the hearts of your audience and serves them better as individuals, not just the whole thing.
Personalization can help you see the results of your content marketing faster. It helps you leverage different strategies to deliver better content to your audience via the web, email, mobile apps, and other channels. Use it.