The digital world is a noisy place. People are bombarded with tons of content and messages every second – from online ads to blog posts and user-generated content, among other things. Businesses are even more aggressive and competitive in targeting their online visitors with the use of various digital marketing strategies.
If you want to stand out to online visitors, you must take your marketing game a notch higher. This is where personalization becomes your weapon.
Statistics show that 79% of consumers are likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. It is also known that personalization increases relevancy. In fact, lack of content relevancy generates 83% lower response rates in the average marketing campaign.
While using email marketing automation software can help attract and drive your online visitors to your website, these online visitors turn into leads, subscribers or customers on your pages. Hence, both should work together. Paying attention to your website pages through personalization matters to impress your online visitors.
The following tips will teach you the best practices for personalization using in-depth data and strategies to leave a good impression to your online visitors.
1. Map Out the Buyer Journey
The buyer journey refers to the stages customers go through as they interact with your business – from the first moment they learned about you to the time they become brand advocates. The concept is derived from the idea that not all customers are at the same stage of the buying process.
By mapping out the buyer journey, it becomes easier for you to tailor strategies and design website pages that can attract and engage customers based on where they are at in the buying process.
For instance, you can use the buyer journey and the analytics in your email marketing automation software to identify subscribers at the consideration stage based on their email and website activities. From here, you can drive them to blog posts or site pages where they can weigh their options to help them arrive at a firm decision.
2. Use IP Address and Devices to Show Targeted Content
The IP address can be useful in showing the appropriate version of your website pages to first-time visitors given that you do not possess any information about them. If your website analytics show that you have a big chunk of visitors from Japan, you can show visitors from Japan a version of your website pages written in their language.
Also, be sure to optimize your pages for both desktop and mobile devices to give online visitors a smooth experience as they navigate your website.
3. Ask for Them Directly and Listen
While customer information and online activities are good sources of data, you can learn more and deeper about your online visitors by asking them directly.
Through an email survey, you can request for feedback on their purchase or ask questions to know their interests. Listen to their answers and adjust your marketing strategies accordingly. You can create campaigns and show them offers on your website to appeal to them.
Knowing what matters to your online visitors can help you make enhancements to your website to improve customer experience, which is essential in conversion.
Here’s a sample email survey by Nokia:
(Source: Really Good Emails)
4. Create Dynamic Messages
Using the dynamic content feature of your email marketing automation software, you can level up your personalization game. Here, you can create a single email campaign and show different versions of your email content to recipients based on your condition.
If you have an e-commerce site with a Clearance Sale, for instance, you can send an email that shows different email content to male and female recipients. This way, you’re sure that you are sending targeted and personalized content based on gender.
5. Use Buyer Personas to Tailor Content
It’s hard to make a good impression if you don’t know who you want to impress. This is why developing your target personas is necessary.
In a nutshell, buyer personas are fictional characters that represent your target audience. Here, you define their goals, challenges, frustrations, and means of communication, among others.
For instance, a digital marketing agency can target two types of buyer personas: marketing managers who lead an entire marketing team but want to hire a consultant to strengthen their digital marketing campaigns; and small business owners who have no experience in digital marketing but have no budget in building an in-house team.
From a well-defined persona, everything in your personalization tactics will follow. That includes the right web design, language, campaigns, and offers.
Online visitors have individual interests and needs. Your approach to one should not be the same with the other. Through personalization, you are showing online visitors that you value their individuality and unique demands. So, step up your marketing game and personalize!
Kimberly Maceda is a Content Writer for ActiveTrail. She writes for some top online marketing sites and blogging advice on email marketing and marketing automation. Activetrail is a leading provider of professional-grade email marketing and automation software for growing businesses.