Personalized Content Matters

Most of the buyers these days expect more personalized content from marketers and salespeople based on their preferences. Personalization is the most powerful way to boost buyers’ engagement and increase sales.

What is Content Personalization?

Content Personalization is a strategy to deliver relevant content based on the buyer’s needs and preferences using buyer’s information like who they are, when, why, and how they access your content; what device they use to access it; what is their location, etc. The best example of content personalization is Amazon. When you visit the Amazon page, you can view history, past purchases and you can also see ratings for sellers and products.

Personalization is a powerful way to make your buyers or customers feel they are special to you and to show them you care about their needs and preferences. Squaristic helps to create personalized content.

Why Does Content Personalization Matter?

• Increases buyer’s engagement and improves brand loyalty

When you provide personalized content to buyers based on their needs and preferences, it creates an emotional bond between a buyer and a brand, and this, in turn, increases the buyer’s engagement and loyalty towards your brand.

• Increased conversion

When you provide the right personalized content at the right time to the right customer it shortens your sales cycle and hence increases the conversion rate.

• Improves buyers experience

Most of the buyers expect and appreciate personalized marketing experiences. Providing your buyers personalized content and making them feel special creates a long-term relationship with the buyers.

Steps to create a personalized content

• Identify and observe your customers

Begin with collecting customer’s data. Combine demographic data (age, gender, marital status, race, etc.), personal data (hobbies, preferences, etc.), and contextual data(the device used, time of visit, past buying behavior, etc.). Store this information in your CRM and make sure to update it frequently. This will help you to serve personalized content to your customers related to items they have previously shown interest in or have already purchased.

• Data segmentation

Every customer is different and to personalize their experiences you need to look out for these differences.

Segment your customers into smaller groups based on your criteria. Potential segment scenarios will be determined by your company and your strategy. Some examples of what the company can consider:

• Customer’s level of engagement
• Preferred communication channel
• Customer’s content preferences
• Location

For instance, an online medicine retailer might have an auto-ship program that suggests an auto-ship every 4 weeks. Now there might be customers who order every 3-week intervals and not on 4 weeks auto shipment. So segmenting those groups based on different order intervals, the company can schedule offers.

Be very careful while identifying the criteria for each segment. For example, someone who buys soft toys may be getting a gift for children’s day. It would be inappropriate to move the buyer’s contact number or email address to a contact list of the kids’ section.

• Interact with your customers

One-to-one conversation or interaction with your customer is more personal but in today’s digital world, it’s not scalable.

It’s very important to see which customer interactions can be automated and which cannot. Interactions based on repeatable behaviors can be automated. For example, sending a personalized welcome email to a new subscriber.

• Take an action to create a better customer experience

Now you’ve gathered enough information in the previous three steps that will help you to generate an effective marketing personalization strategy to create a  better customer experience. Here are some examples:

• Keep your customers engaged by providing them personalized content based on their interests and preferences.
• Offer different communication channels (email, messenger, etc.) to your customers so that they can decide on their own how they want to get notified.
• Personalized videos grab customer’s attention and help create a strong bond with your customer as it makes the customer feel more special and they relate to the information better.