Most savvy website owners already know that content is king. However, some still don’t take things a step further by personalizing their digital marketing content.
Digital Marketing Gets Personal
Personalization involves creating content that attracts specific customers interested in niche products. Unless your site sells just one product or service, this means creating content aimed at a specific consumer demographic for each product.
Think of your site as a large outdoor market where many different items are sold to diverse types of customers. Each store in that market will attempt to draw in their customer base with messages designed just for them. Content on a website operates in much the same way.
Here are some tips to personalize digital marketing content for the buyer’s journey on your site. While not complicated, it does require hard work and commitment.
Importance of Segmenting
As with all things in marketing, the process starts with knowing your customers. And today, that means turning to data. Analytics on your site can provide a wealth of information about how customers entered your site, what pages they visited, the order they visited them and how long they stayed on each page. Using this information allows you to design content that targets those interested in specific products.
All Funnel Levels
Keep the marketing funnel in mind when creating content. Top of the funnel is typically more general interest content. Bottom of the funnel is more specific and urges readers to a call to action. For example, a site that sells dog-related items such as toys and leashes might have top of the funnel articles about winners at the latest dog show or the most popular breeds in the country. Bottom of the funnel content would be more specific, such as articles about specific breeds and what type of toy, chew and food they like.
Targeting The Presentation
Once you know more about visitors to your site, you then can create or redesign pages that speak to specific customer segments. Using the dog-related site mentioned above, there might be pages by breed and/or pages by specific types of products. Each will have a slightly different feel and types of content, but that’s what you want to reach niche customers.
Testing can prove tedious, but it is very important. Once you’ve made changes, monitor the analytics to find out if they have improved traffic flow and conversions. It’s very rare to hit it out of the ballpark on the first try. Tweak what you have until you begin to get numbers that are significantly improved. Even then, know that changes will have to be made down the road as consumer habits and tastes change. It’s a process of continuous improvement.
This step is as important as any changes you make to content, perhaps even more so. An increasing number of online shoppers are browsing on their mobiles or tablets. Many will use multiple devices to shop. It’s critical that your site is responsive and can be seen – and look good – no matter what device shoppers are using.
Hire A Pro
In many cases, the time spent on the technology and content production for a website is too time-consuming for website owners. That’s where the services provided by companies such as iFame can help. The investment made in content and website design will get a substantial return over time.
Keep these tips in mind as you consider personalizing your content. At the end of the day, content is really a type of conversation between you and your customer. You want to make that conversation as interesting, and as relevant, as you possibly can.