Harness Personalization Tools to Engage Your Audience
One of the biggest marketing trends for 2018 is the use of personalization to reach potential customers with a message created seemingly just for them. If you haven’t included elements of personalization in your content marketing strategy, it’s time to get on board.
What is personalization? Personalization is more than simply using someone’s first name in a mass-produced direct mail letter or on an email. It’s about using data to create a personalized message that is based on the recipient’s interests. If you’ve posted a lot of puppy pictures on Facebook, for instance, you’re likely to see ads for organic dog shampoo or if you’ve shared blog posts about travel, expect to see travel-related ads in your feed.
Personalization isn’t just for big corporations with massive marketing budgets. The analytics available through Google and Facebook mean that there’s room in your content marketing strategy for personalization. Here’s how to do it:
Figure out the most strategic ways to segment your audience. There’s more than one way to divide your target audience, but learning how they divide out according to a few metrics gives you key information about how to market to potential buyers in a personalized way:
- By industry: Do your clients come to you from more than one industry? Dividing them this way can help you identify the pain points that will shape your content.
- By size: Depending on what you’re marketing, it’s likely that a bigger company will use your product or service in a different way than a smaller business.
- By activity: You’ll market differently to existing customers than you will to potential customers. You may also send a different message to someone who’s been on your site repeatedly, versus someone that you’ve never encountered.
- By persona: Creating a few buyer personas based on what you know about your target audience can help you craft a message that’s specifically for them, addressing their common issues or challenges.
Access data to inform your content marketing strategy. Using analytics, you can learn about the interests and behaviors of your target audience, making it easier to create a message that appeals directly to them. The eventual goal of utilizing data is that you can begin to predict what your customer wants before they know they want it.
Create content for specific needs, addressing the latest trends or common problems that your buyer personas face. The key is producing content that adds value in a format that your audience prefers. You may find that you create content on the same topic, but in three different formats to suit the preferences of your different buyer personas.
To learn more about the intricacies of personalization and how to integrate these principles into a successful content marketing strategy, talk with our team at SJC Marketing. We look forward to talking with you about your business goals and how we can help you reach them.