Each day the world of web marketing is changing and evolving. For every advantage this gives your business in reaching its customers, it also seems to bring a challenge. Take personalized content, for example. Accordingly to e-Consultancy, 52% of online businesses consider this a key element of their marketing plan and how they drive social engagement. It might force you to rethink the details of your digital marketing strategy; however, if you master it, it can dramatically increase your click-through traffic and conversions.
So what is personalized content, and how exactly does this fit into your businesses website marketing strategy? The simple answer is that personalized content is dynamic web content of any kind that is tailored depending on the type of visitor. The more complicated answer is, you can now increase the effectiveness of your digital marketing campaign by targeting your website content to different users, tailoring it to their specific needs. This is done in a number of ways and it profiles different customers by a number of variables including geographic location, what kind of device they’re using (computer, tablet, phone, etc.), what referring URL brought them to the site, what keywords they used, if they’ve visited before, and more.
Chances are you’ve already seen this in action, especially if you’ve ever been shopping online. An online store might have a different landing page depending on your location, with shipping information and currency rates adjusted accordingly. As an experienced digital marketing agency will tell you, removing obstacles to the point of purchase is a great way to drive conversions. Larger online stores also feature different items on their homepages, depending on your search history with them or the keywords that you searched before you visited them.
If you’re going to integrate personalized content into your website’s marketing strategy, then your first priority should be quality content that converts. Localizing your content has been shown to help drive conversions time after time. Having specialized landing pages for different customer profiles is effective too, but remember not to go overboard: when creating customer segments, think small at first. If you only have two or three truly unique reasons for customers to visit you, then stick with that. Remember, more segments means more unique content, which in turn means more work and time spent.
You should also consider how to go about data collection. For a more fine-tuned experience that lets your customer feel in-control, consider having a sign-in option, using surveys, or asking them to connect via social media profiles like Facebook or Google+. For targeted content that relies more on location or search history, you can rely on cookies, IP address information, and analytics platforms as the tools to help you effectively integrate personalized content into your SEO and web marketing strategy.
If you want more information on how personalized content works and how it can help your business drive engagement, increase conversions, and more, it’s recommended that you consult a digital marketing agency.