Since the dawn of the Internet, business owners have been searching for a way to reach consumers and turn them into actual customers. While there are many things you can do to attract attention from consumers, few are as effective as content personalization. In a recent study, over 70% of the consumers polled claimed they felt frustrated when presented with impersonal marketing materials.
Conquering your local market and taking your business worldwide will require a personalized approach. This is why customizing the content presented to your audience is so vital. Personalizing the content presented to consumers is easy if you follow the tips in this article.
Try Mapping Out Your Content
Some business owners fail to realize that personalizing the content presented to consumers is a difficult job. One of the first things you should focus on when trying to achieve a higher-degree of personalization is mapping out the content you are currently offering. Before you can start mapping out your content, work on developing various user personas. Having an idea of who makes up the different parts of your audience can be helpful when trying to customize content.
Once you have these personas in hand, you can start developing unique content to fit the needs of the various parts of your audience. Before you start developing new content, take the time to perform an audit of your existing paid search ads, blogs and videos. Simply scrapping every piece of content you currently have will increase the amount of work you have to do in the future. This is why you should focus on salvaging as much of your existing content as you can.
Focus on Collecting More Consumer Data
Trying to create a personalized content strategy based on a “gut feeling” can lead to lots of mistakes being made. Collecting and using consumer data helps you accurately define who your audience is and what they want. There are a number of ways you can collect this data like:
- Website cookies
- Heatmaps
- Contact forms
- Email tracking programs
If you are unsure about how to collect and use consumer data, reaching out to marketing professionals is crucial. With this professional help, you can get the information needed to completely customize your marketing approach. An experienced marketing professional can also help you alter your existing content to make it fit the needs of your audience better.
Use Follow-Up Emails
When an online consumer invests in the products/services for sale on your website, you need to respond with an email. Personalized follow-up emails are a great way to show consumers you are interested in what they purchased and that your company is adamant about retaining their business.
These follow-up emails can be customized based on the products/services the consumer invested in. Generally, a well-written and informative follow-up email can result in even more products/services being purchased by a consumer.
Taking a Personalized Approach
As you can see, personalizing the content provided to your audience can be quite beneficial. Contact Small Business SEO for more information about how we can help you take your marketing efforts to the next level.
By, Peter Roesler, President of Small Business SEO. 25+ years in marketing! Yippee.
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