Personalization for Content Marketing
Do you know you can do your brand lots of good by using personalization in your content marketing strategy? According to reports by Evergage, 80% of marketers and brand owners noticed a sizable increase in sales when they used personalization for their businesses. Also, over 96% of the respondents in the survey agreed that personalization aids customer relationships.
Thus, a personalization strategy for content marketing is a must for every brand that desires to have a loyal customer base.
This article will discuss the meaning of personalization for brands and D2C businesses, and how it works. You will also discover how to adopt personalization for your content marketing strategy.
What is Personalization?
Personalization is the act of using content that speaks explicitly to a particular customer at the right time. These contents are used to share information about a new product, a new sales deal, or any other marketing endeavor which are of interest to that particular customer. The purpose of personalization is to engage the customer, prove that he/she is special and recognized by the brand. One of the benefits of this strategy is that you get to sell more without sounding salesy while adding unique values to your consumers.
Do you remember the last email you received from an online vendor or service provider? How were you addressed? Was it “Hello Subscriber” or “Hello James”?
The question above seeks to show you what personalized marketing looks like. An email that starts with “Hello Subscriber” is different from that which begins with your first name. While ‘Hello Subscriber” sounds general, greeting your customer with his first feels a bit personal without being creepy.
How does personalized marketing influence customers?
Whoever gets a “Hello Subscriber” message knows that almost everyone (if not everyone) got the same email. It makes her feel like one of the multitudes of customers that you have. For this reason, she may not pay special attention to the content as it doesn’t speak to her directly. Some customers may not even open it at all.
On the other hand, seeing an email with the name inflates her curiosity. The email grabs her attention, and she wants to know what’s in it for her. Seeing that it came from a business or brand makes it feel more special. It proffers a feeling of importance. Thus, you can be sure that the email will be opened, at least.
This is a primary example of personalized content and how it works with customers. However, you should know that starting an email with a customer’s first name is just one of the numerous personalization strategies for content marketing. Remember how Amazon recommends new products for you whenever you log in, based on the last products viewed or bought? That is another example of personalization.
Why is personalization a critical strategy for content marketing?
With the few examples given above and the explanation of how personalization works, you must have seen that personalization is a vital aspect of content marketing. the reason for this can be seen from the fact that personalized content does a lot more than just driving sales. It increases a brand’s trustworthiness and likeability.
Personalized marketing draws your customer in and delivers special emotions of importance and recognition to him.
Imagine receiving an email from a brand with your first name, suggesting a product or service that you need at that time, based on your search history on the site. Moreover, this product or service is at an affordable price and can easily be delivered to you. That’s a huge relief, right?
For me, I will feel like the business has my best interest in mind. I’d believe the brand exists to cater to my needs at all times, which would boost my loyalty to it.
If the research carried out by Google and partners is anything to go by, more than 50% of buyers will buy patronize a brand or business they feel emotionally attached to. This is what personalization helps to do. Thus, if you are gunning for brand loyalty and higher sales, you should pay enough attention to your brand’s personalized marketing tactics.
Personalization for Content Marketing Statistics
First off, numerous statistics show the efficacy of content personalization for brands. This article will not be enough to show all of these statistics. However, the few discussed here will emphasize the effectiveness of personalization for brands and businesses.
Personalized promotional emails have recorded about a 41% increase in open rate other than the non-personalized ones. Also, businesses that use personalized promotional emails have recorded a 27% higher click-through rate.
Your target prospects lookout for personalized content when they arrive on your website. This was made known by a study showing that more than half of the consumers (51%) look forward to a personalized website or content from businesses and brands. They expect that these businesses will be able to anticipate their needs even before they make it known.
These are some of the statistics that show that personalization is very vital for content marketing these days.
The Benefits of personalization for digital marketing
There are numerous benefits that you get with the use of personalized content for your content marketing efforts. These benefits all sum up to the increase in sales and profit for your business.
1. Fosters Brand Loyalty
One of the most important assets a brand can have is a loyal customer base. A loyal customer base gives a brand a winning edge over its competitors. However, without personalization, it will be a bit difficult to create brand loyalty.
Personalization makes your customer feel unique, treasured, and important. It makes them feel like your business exists because of them. As a result, they give you their loyalty and patronage in return.
2. Allows for better conversions
Sending personalized promotional emails helps you get higher conversions than non-personalized emails. This is because it appeals to the customers and catches their attention. A customized email also appeals to the customer’s sense of belonging.
3. Provides Your Business or Brand a Fresh Website
When you have a personalized e-commerce website, your website will never look the same for a long time. Whenever customers visit your website, they find new content suggested to them. This way, they will never see the same content twice on your website. This makes your website more exciting to use.
Five brand personalization lessons from successful campaigns
A lot of brands have adopted personalization for their content marketing endeavors and have aced it. These businesses have gained the loyalty of their target audience and increased their sales and patronage. In this section, you will learn a few points from these brands and their content personalization strategy.
1. Create a Personalized Experience Using Data and Technology
Dropbox used this strategy in collaboration with Transmission B2B. This approach, known as Marketing Dynamics, used a messaging framework to create a strong value proposition.
2. Use Meaningful Personalization
Liberty Mutual, a famous property insurance company, used this strategy. The company ensured that the personalization made served the pain points of their target audience. Liberty Mutual offered value to its customers in its personalized content.
3. Align your Personalized Content to Every Part of Your Customer’s Journey
This lesson was learned from Ingredion. The reputable food ingredient producer applied a smart marketing strategy to distribute customized content throughout the consumer’s journey.
4. Stay Updated about the Changes in Your Customer’s Lifestyle
This is a lesson from the hat of Red Hat; Command line heroes. The podcast for programmers and techies uses different formats and distribution channels to reach their listeners, regardless of their lifestyle or preferences.
5. Hear from Your Customers
This is a lesson learned from Yelp. The app allows its users to note their likes and dislikes, thereby personalizing content for them.
When to use personalization for content marketing
Personalization is vital at every stage of a customer’s journey through your business, right from the awareness stage, where you introduce your brand to them, to the part when they become loyalists to the brand. Your customers need to feel special at all times.
However, you should know that the type of personalization will be different for each stage. You will have limited information about consumers at the awareness stage. As they patronize your brand over time, you get more information about their preferences. This puts you in a position to provide more personalized content for them.
Providing personalized content for your audience is an indispensable marketing strategy for creating brand loyalty and boosting sales and profit. It has been used by popular brands and businesses around the world with positive and commendable results. If you want to increase your profit, think personalization for content marketing.
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