More than ever, consumers are demanding content that fits exactly with their interests and needs and makes their marketing effort more interesting, direct, and less frustrating.
Personalization is key
The ultimate and the most consumer-centric content is the one that addresses the needs of a specific audience group. In fact, most digital marketing professionals agree that personalized content is absolutely vital to the success of a marketing campaign. The trend is gaining popularity over outbound marketing and generalized content, even acquiring the lion’s share of any marketing budget.
Personalized content has proven to be the driving force to elevate a website’s value for the user, generate brand loyalty, and register healthy conversions –not to mention a cost-effective approach as compared to traditional marketing cultures.
In this blog post, I am going to discuss the best workarounds for content personalization in order to deliver a more individualized attention to your audience and help them connect with your brand on a deeper and more emotional level.
Call to action
The whole point of a website is to acquire traffic, whetherthat means users come around to buy something or simply to acquire some general or technical information. Because of that, a call to action (CTA) should be catered to the audience’s preferences to provide an instant response.
Language is one of the most important considerations when it comes to creating a CTA. Try to use short, actionable words and phrases, avoid technical jargon, and explain the advantages of the CTA (for instance, Click Here and Save 30% on the new summer collection). Furthermore, the use of color is also vital. Research has proven that preferences change according to gender; however, blue works fine for both.
E-commerce giants such as eBay and Amazon have used content recommendations as a channel to create a way towards big profits. The technologies they incorporated into their operational procedures have been in practice for years, and newer and upgraded models are definitely on the cards, for instance:
- Picture in a picture: which displays a personalized picture or a video in the corner of another visual or at the corner of a text space. The point is to tempt the users to click.
- Active and customized content: rather than the traditional static content, this is nicely dynamic in nature and moves across the screen in an aesthetically pleasing manner.
- Autoplay: a technique used by platforms such as YouTube and Facebook, is now being actively used by marketers. The users are kept continuously engaged through short content videos on a section of the screen.
Besides the above pointers, use clean images, short and action-oriented sentences, and limit yourself to 8-12 recommendations.
Professionals are bombarded with a huge number of emails each day, which is why your personalized email campaign should be highly relevant and straightforward. Always try to understand the website visitors’ needs as accurately as possible. That should help you in crafting an email marketing content with the necessary individualized elements in mind. The instant the user returns, you can evaluate your email content based on the response to your landing page, website analytics, download frequencies, and activity level.
Once you’ve implemented these content personalization tips, you can now gauge their performance through the use of other content marketing tools. For example, you can acquire analytics details and determine the areas where users are/aren’t responding to the personalization activity, and then apply A/B testing to see what (if any) changes are required. The key is to find the right blend of technology that would assist you in providing genuinely personalized content to your target audience.
**About the Author: Jessica Clarke is a professional Digital Marketing Specialist who works with Assignment Help – Writing Victors and a number of top brands from across the globe. In addition to that, Jessica is also an experienced trainer helping both students and corporate professionals create actionable blogs on business, digital marketing, and technology.