Users are bombarded with marketing content every day as brands vie for their attention, so it benefits you to make sure your content makes a great impression. One proven way to create memorable content is to personalize it based on who is reading. This allows your marketing materials to forge a personal connection with users that will lead to positive associations and increased conversion rates, in addition to providing valuable data to help you target leads more effectively in the future. Here are five strategies you can use when incorporating personalization into digital marketing content like emails, eBooks, website copy and social media posts.
Respond to users on social media.
Social media followers will feel valued and engaged if you personally respond to their posts. For example, brands with successful YouTube channels often participate in conversations in the comments, and companies regularly use Twitter as a way of getting valuable feedback from customers. Although it saves time to automate posts, be sure to check your social media platforms daily and reward user engagement with a personalized response. This shows your brand in a positive light by emphasizing how much you care about individual subscribers.
Create persona-based content.
You probably already know which buyer personas you are targeting based on age, education and income, but is your content targeting these personas effectively? Content such as blog posts and emails should be tailored to fit each buyer persona. Think about the voice, tone and subject matter the people belonging to a particular persona will respond to, and adjust accordingly. A brief questionnaire on your subscription landing page can help you determine some demographic information about your site’s visitors and lead to more successful, individualized content.
Get on a first name basis.
Email subscribers are likely to tune out promotional messages with something generic like “Dear Customer” in the subject line. Instead, show that you value individual subscribers and customers by greeting them by name. This grabs the reader’s attention and makes it more likely that they will open your emails. Email automation software makes it easy to include the subscriber’s first name in marketing emails once they have filled out a form to get on your email list.
Providing location-specific information in social media and email campaigns helps you to cultivate close connections with users. For instance, you can suggest a local office or store location for subscribers to visit, or show the positive impact your organization has had in a specific city for subscribers who live in that region. No matter what size your company is, subscribers will feel a personal connection if you make the effort to connect on a local level.
Automate the process.
Tailoring marketing content to specific users doesn’t have to create extra work. Instead, use automation tools that make it easy to provide subscribers with content they are likely to enjoy based on what they have viewed in the past. If someone downloads an eBook on a specific topic, for example, a marketing email can then suggest related blog posts. Nurturing leads through marketing automation simplifies the process and helps your brand connect effortlessly with subscribers.