These days, consumers have become cautious in choosing what content is worth reading and what is not. Hence, content personalization is becoming more and more important.
But what if you can provide them a new online experience? What if you use the efforts of getting to know your audiences on a personal level? Making them feel the connection makes a huge difference. That’s why Personalization in marketing really matters.
Brands should take into consideration targeting their content down based on individual preferences. Personalizing content will give your customers the sense that they are truly being heard and that you are focused on them. And that is worth your marketing efforts.
What is Content Personalization?
Basically, personalization tries to meet someone's individual requirements. Therefore, it is relevant that a brand creates personalized content or a new concept to keep their present audiences and to capture the interests of new audiences.
On the other hand, according to the Content Marketing Institute, content personalization is described as, "a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It’s a user experience shortcut that connects your audience with the information it needs more quickly, enhancing the chance of converting the lead.”
Why is Personalized Web Content the New Standard in Marketing?
You are probably wondering why all of sudden, your strategies on creating and posting content aren’t working anymore. The reason might be, personalization!
The web is an ever-changing landscape of digital marketing tactics. Every year it is providing us with a bombardment of information. Hence, it is moving toward increasing levels of personalized content. So it is practical to invest in personalization efforts to provide a better user experience and to acquire more users.
Content Personalization In Website
Website Personalization is the process of creating customized experiences for visitors to a website. Companies tend to present visitors with unique experiences tailored to their needs and desires–through personalization.
But in a world with 1.94 billion websites and an increasing number of online channels being offered to the customer's experience, your chances are like going through the eye of a needle.
In reality, personalization is far way more complex than building one for a broader audience.
Brands are keeping up with content personalization in their website for a better way of catering to the customer’s needs. Hence, it is now the new standard in the digital marketing landscape. This tailoring facilitates the way to conversion of your target market.
How Content Personalization in Website Can Create Compelling Customer Experiences
Will customizing for your audience bring value? Definitely!
Investing in a personalized website as part of your marketing strategy will help your brand to be evident and impress your visitors.
Take Amazon and Netflix for example. These brands have been using website personalization for years. And their strategies are still working up today. High-cost inputs, that’s for sure.
Usually, start-up companies won’t be able to adopt this strategy. But with the power of technology, they now can.
Consequently, we can be more general with examples. Take local stores, restaurants, and other business stalls. When the waitress or salesperson greeted you by name, it would probably impress you. But what’s best is when they try to save your orders with your name in them.
If you feel like maximizing your website’s performance by making website personalization a part of your marketing strategy.
Consider getting Personalizery. A tool that can personalize your content and even your landing page, even without coding knowledge. And make it a point to incorporate website personalization to help boost conversion rates.
What are the challenges of Web Content Personalization?
With the trends of social media marketing, only a few are willing to incorporate web content personalization. While the web offers almost everything, strategy has been slow to catch up. Are you also wondering why? Let’s find out.
While most are failing to do any personalization at all, there are quite a few marketing brands that can afford a personalization technology, however, these marketers are struggling to find effective ways of implementing it. Additionally, there are several obstacles that can stop marketers at the starting gate, including:
1. Challenges in technology
The magical wand of the latest tech is not the problem, rather the lack of adoption. Thus, while personalization is a simple concept, it doesn't consequently assure you an effective method of executing it.
It is technologically challenging to have a single connection mechanism among all frameworks of record that can change the experience driven by systems of engagement. Therefore, a marketer needs initiatives to know customers on a personal level.
2. Too Complex
Personalized content strategies are intimidating. And not all companies are willing to invest in time and resources toward a successful personalized marketing strategy.
That is the reason why a lot of companies try to create platforms that will make web content personalization easy.
Take a look at Personalizery–a dynamic content personalization platform. By using this platform, your emails won’t just look personalized but will feel personalized. It is user-friendly and you can even set it up, even without coding knowledge.
What’s great about the platform is that it works with almost everything. So no matter what page builder or platform you like to use, Personalizery is a perfect match.
A business has many personas and many products. Just thinking about the process of this personalized marketing strategy makes it too hard to overcome. Hence, many businesses just tend to focus on other strategies, thinking it will be easier and effective.
However, personalizing content can make their brands jump to greater heights. It is because these days, 80% of customers are more likely to buy from brands that provide personalized experiences (Epsilon).
The demand for this marketing strategy is obviously high-cost. Marketing brands need to be prepared for these major shifts and challenges to make sure their personalization efforts don’t go to waste.
But as mentioned, spending too much on content personalization is not an option anymore. It is because there are platforms offering personalization at a very low cost.
There are even some platforms that let you have unlimited content personalization at a one-time price. You’ve read it right!
Let’s say a small business found its way to finance its web content personalization. Their problem after would be how they will be able to sustain a high-maintenance technology.
But remember, personalized marketing works if marketers are willing to put in the effort. A marketing brand must be nimble, prepared, and ready to pivot.
And by prepared we mean, they must be able to compete with thousands of competitors by innovating.
How Do You Personalize Content?
Competition is continuously increasing. Engaging your target audience every day requires you to spice up your content and make it much more attractive. Hence we have content personalization.
Here’s how you can start:
1. Visitor Information
You can serve up customized content accordingly by knowing the data of your visitors. Fortunately, we’ve had access to identifying whether a visitor came from. Is it from a social media platform, via email, or an organic search? We can get their names, their emails, and even what they are looking for.
Similarly, one of the features of a tool personalization allows us to customize our websites based on whether they are a first-time visitor or not.
Personalizery is one of those personalization platforms you can use to satisfy your visitors.
2. Content Recommendation
One of the simplest ways to use web personalization tools is through recommendations. The web is now able to present us something we just talked about to our friends somewhere on the Internet. For example, you messaged a friend about buying a Channel bag. Surprisingly, when you browse on social media apps, an advertisement about it will keep showing up.
Creepy? No! It is actually amazing!
Hyper-personalizing your web content, blog post, and emails can attract buyers to convert. It will make them feel you are talking to them. Thus, convincing them that you are there to help them.
Breaking down a guest's IP address can give you their actual location, and you can customize the experience based on that.
Let us take a Korean Virtual Assistant working for a USA citizen client as an example. When the VA searches for the time difference of these 2 countries, the actual time in Korea will be the default of the browser.
Another example is a reminder of what the weather will be like today in their locations.
Content Personalization Frameworks
Let us now cover the frameworks of content personalization. This will help you understand how personalization works. In addition, it will help you decide which framework would be best suited for your brand.
This is the process of personalizing content based on the industry and segment criteria. The focus is more on the defined segment of people who are the right fit for the business. If you aim to have brand authority growth, this type of personalization is good for you!
One example is Saastronautics, whose audience is composed of SaaS enthusiasts founders and agency owners. Hence, their content is more on SaaS and digital marketing.
2. Buyer’s Persona Personalization
When your content tends to be more relevant to your customer’s persona, that is the persona-based approach. Here you’ll need to be aware of why your visitor visits your website and how you may help them.
Ensuring that your content is targeting their issues can be a great way to easily convert them.
3. Buyer’s Stage Personalization
This type of personalization focuses more on the stage where the buyer is. The content should be targeting the pain points of the buyers as it will help them decide if they will continue or not.
Some types of content that are great for this content personalization type are email nurturing sequences, case studies, and more!
What is the best platform for Content Personalization?
There are lots of software out there that promises to optimize your growth through personalization. But let us focus on this one platform that can let you personalize not that your content, but also your website, landing pages, and a lot more!
This software can help you personalize your content even without coding knowledge. It is easy to customize and set up, so your personalized marketing will be a breeze!
Having compatibility with the world's #1 Page builders and Themes so working with popular page builders for WordPress, like Elementor, is easy!
In addition, it works with almost all WordPress Themes. So no more spending too much time and money in setting up your website.
Personalizery offers an unlimited personalization feature, so you have no limits on satisfying your visitors' eyes. Giving a personal touch on the readers, making it easier to capture them. Finally! Your collected leads will not go in vain!
To Sum Up
All these tips on how you can start personalized content will definitely build deeper relationships with your consumers.
You must be a master of providing a satisfying customer experience. After all, personalized marketing has several benefits, for both businesses and consumers.
Get Personalizery’s pro features for life here: Personalizery– a dynamic web content personalization tool.