Driving personalisation through the smart use of data
Personalisation in digital marketing is achieved through the deployment of “smart content”, which is content that has been segmented to be more relevant for the site visitor and is informed by relevant data. This practice, termed contextual marketing, is becoming increasingly common since it creates substantial value for consumers through more relevant messaging while simultaneously benefiting the brand with a higher conversion rate.
The personal touch
If you’re not yet using personalisation in your marketing efforts, it might be time to consider the ways in which you can. And if you already using it, there’s always room for improvement. Most marketers will have employed it to some degree when it comes to email contacts, segmenting databases according to basic distinctions such as new and old contacts or sales qualified leads (SQLs) and marketing qualified leads (MQLs) for email workflows. But it doesn’t have to end there.
The content your site visitors first see can be personalised in the same way. Even the CTAs on conversion assets can be made into “smart” CTAs, unique to each visitor segment and linked to a different landing page.
By getting contextual marketing right, Hubspot reports that conversion rates can be improved by 20% or more. However, there are a few important considerations to keep in mind.
Don’t use personalisation simply for the sake of it. Not every piece of content needs to be personalised, it should always be used strategically.
Try to ensure that all your content is accessible for every visitor. Rather than walling it off, think about it in terms of showcasing the most relevant content for specific groups of visitors.
Remember that you are targeting a group of people and not specific individuals. Make sure your content is broad enough to be relevant to visitors across that segment.
Try not to be creepy. While most people wouldn’t be surprised if they were addressed by their first names, you don’t need to display their date of birth or hometown just because you have that information.
Evaluate your contacts database. The success of your personalisation efforts will hinge on the quality of the data you possess.
How to segment
Segmentation should always be done with an end-goal in mind. You should aim to get the right content to the right visitors at the right time. For instance, certain offerings might be more popular with certain age demographics than others, and some products or services might only be available in specific regions. In that case, segmentation along the lines of age groups and geographic locations will be important. Other segments could be defined by details such as the industry they work in and their level of responsibility in the business.
These would all be factors that determine which persona you match them with, depending on the details that are most relevant for your purposes. It’s important to then understand where they fit in the buyer’s journey – are they new prospects or returning customers? Your messaging needs to differ accordingly.
Putting personalisation to work
There’s a range of tools available that makes the process of segmenting your database and applying personalisation less daunting. All of them leverage the data that’s available to you, which need not be limited to the information acquired directly through online forms and transaction history. For instance, if Google Ad Personalisation is active, you can identify a first-time visitor’s interests and current buying behaviour, while their IP address will inform you of their location.
You can incorporate this information into your CRM to inform your site content or even your chatbot. You can then use that data for the purpose it was intended – delivering highly relevant, personalised online marketing that adds value and creates an outstanding user experience.
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