In the world of modern marketing, personalisation is everything. While 43 percent of customers say they’re more likely to convert after a personalised experience, 64 percent of marketers believe well targeted content is their biggest web optimisation challenge.
While it can be a complicated process to get your head around, there are a number of steps you can take to make it much easier - and more effective.
Personalised content is a way of creating content for your audience that is unique and relevant to them and their interests. In the B2B world especially, this type of content marketing can be used to provide a better online research and purchase experience, to improve campaign targeting and increase conversion rates.
While many probably think of personalised content as something more relevant in the B2C world, it’s becoming increasingly important to B2B customers as well, eagerly seeking out positive and meaningful experiences with different brands.
Personalised content can help your marketing campaigns in a number of different ways, including:
The main aim of personalised content is to give your audience more information about who you are and what you do, specifically relating to their own wants and needs. When they feel that their questions are being answered by a company who really cares, they’re more likely to convert into a customer.
If you’re providing useful and engaging content for your audience, you’re far more likely to stick in their heads and be considered a go-to solution for their needs. They’re also more likely to share this information with other businesses in similar situations.
By personalising the campaigns that you send out, you’re likely to get a far higher response from your audience than if you don’t. Think about it. If you get an email in your inbox which has absolutely nothing to do with your interests, needs or problems, how likely are you to read it? Probably not very. But if you get a targeted marketing message at just the right moment, answering all the questions you’ve been having and making you feel more confident in a purchasing decision, the chances are you’ll go for it.
When you set out to build personalised marketing campaigns, you will need to know a lot about your audience. As each of these campaigns grows, you’ll gain more and more knowledge, allowing you not only to tailor your messaging even further, but also to make more exact predictions on what content they’ll want at different stages of their journeys. These insights will be invaluable for future campaigns.
The first thing you need to think about when developing a personalised content strategy is exactly who your audience are and their motivations. Have a think about the kind of questions they may have when working with a company like yours. What are their desires and fears, and how can your business resolve these?
There are a number of different ways that you can approach personalising content, which can be used individually or in combination with each other. Some examples include:
Possibly one of the more common ways to personalise your content is by targeting a specific industry or segment. This can be as open or as granular as you like, but an example could be writing a blog titled “The Best Payment Solutions for FinTech Organisations”.
Another option is to personalise your content based on which stage of the buying process your audience is in. For example, sending nurture emails that have been triggered by a particular action, or providing further information to address a particular pain point that they may be experiencing.
With this type of personalisation, you can use your customer personas to direct what kind of content they receive from you, addressing their personal motivations and problems and providing them with information to move them along in the buying journey.
This is the most specific kind of personalisation that you can do, creating unique content for each problem that your lead has and providing them with solutions to help in their decision making process.
If there is a specific business or account that you’re targeting, personalising any content you share with them can make a huge difference. This gives you a great opportunity to show off what you can do, and why you’re the best vendor for the job.
With so many options for creating unique journeys for your audience, it can be difficult to know where to start. The answer to this will rely a lot on who you are as a business, what you offer and the type of people you target, however there are a few different options to think about.
Blogs and Articles
There’s no question that targeted blogs and articles are one of the best ways of driving traffic - and new potential customers - to your website. The more keywords and phrases that you can build out content for, the more likely you are to get these visits and start ranking higher on search engine results. We highly recommend carrying out keyword research to understand the types of questions that your audience has and building out a content plan to consistently cover off different topics.
Another method is to create personalised landing pages for different segments of your audience. Say, for example, you have some products and services aimed at the public sector, and some for the private sector, if you create separate landing pages for each, this creates a far more succinct and simple experience for the viewer.
Emails are a great place to introduce personalisation. Using your prospect’s name can go a long way in making the message feel more unique to them, as well as creating subject lines that are more directly positioned towards their interests.
When you have a better idea of which social platforms your different audience segments spend their time on, this will allow you to tailor your paid advertising messaging and targeting and get in front of the right people at the right time.