We live in a world full of distractions. This is just as true for your customers as it is for you. Every day, they’re bombarded with messages from friends, co-workers and brands. From social media to email messages and texts, they’re receiving more information than they can even try to act on.
How do you stand out amongst the noise?
How do you ensure your messages are received and that those messages lead to conversions? It doesn’t have to be an impossible challenge; it simply takes a little personalization.
Know Your Audience
More than any other content marketing endeavor, personalization requires you know your audience. It’s critical to create customer personas. To do this, think about the following: Consider your brand and your products.
- Who is most likely to be attracted to your offerings?
- What are their age and gender demographics?
- Where is your audience located?
- How do they spend their free time?
- What is likely to attract their attention?
- What is likely to turn them off or away?
While answering these questions, group characteristics of your target audience. These buyer groups will help you as you move forward.
Consider Content Purpose
What is the purpose of your content marketing campaign? Are you trying to promote a single product? Are you only trying to increase bottom-line sales? Are you hoping to engage customers to boost loyalty? Are you simply trying to inform?
Knowing your purpose and weigh each piece of content marketing against that objective to ensure you stay on track.
Segment Your Audience
You may find you have multiple customer personas to reach through content marketing. In this case, list segmentation for email campaigns is critical. Sending targeted messages to various list groups personalizes your content in a way that’s right for each recipient.
For example, clothing company Johnny Cupcakes used personalized email segmentation to increase conversion rates. Studying purchase history, the brand segmented lists by interests, one of them being women interested in baseball. Segmenting lists and creating campaigns accordingly allowed Johnny Cupcakes to experience a 42% increase in click-through rates, a 123% increase in conversions and a 141% increase in revenue per campaign.
Create Interactive Tools
You don’t have to rely on the inbox for personalized content success. It can be as simple as creating an interactive tool that provides value for your audience.
A great example of developing an interactive tool for your audience is Clopay’s Door Imagination System. The brand realized that potential customers expressed interest, but weren’t sure how to envision the final outcome.