The modern day business people don’t enjoy the personalization of content they consume; they expect it. Yet we often think that sending emails with the first name is the best personalization we can offer to our customers or potential ones. In this article we will find out how we can implement personalization across customer journey.
72% of customers will only engage with the customized personal content as per startupbonsai. We all know the content personalization is already a success in the B2C segment. If you wonder, is the same is applicable for B2B as well, continue reading.
What is personalization?
Personalization is cutting down all the noise and stating exactly what your customers want or need to hear. Content Personalization is the method of creating content that is unique for your business. It should also be relevant and customized for your target audience.
Successful B2B marketers use personalized content to help improve organic and paid campaigns, increase conversion rates and grow engagement with their ideal customer base. Every business that wants to accelerate growth should have a separate set of content for every type of audience you want to target.
Hence personalized content directly shows a significant raise in the ROI as your conversion rate will be high. About half the product companies that personalize their marketing content see 300% ROI over the course of relationship with a consumer.
What demographic factors should be considered for personalized content?
- Environmental Personalization
- Location (country, state/province, city, area, Zip code)
- Recent trends (Weather, Pandemic, Festival)
- Demographic Personalization
- Age
- Gender
- Behavioral Personalization
- Stages in sales behavior
- Purchase behavior
Types of personalized content
1. Recommender Content
As Gartner describes it, “Recommender content guide consumers to limited and prioritized product or service options based on existing consumer data or in-the-moment inputs.”
The goal of recommender content is to focus on a select set of products and services that match customers’ needs and preferences. Then, it filters out what’s not relevant and helps customers make a decision.
2. Teaching Content
Teaching content is designed to help customers learn how your product or service can be used to solve a specific problem or achieve a goal that’s relevant to them. “Teachers use data to provide information that helps consumers complete jobs or tasks based on life- or purchase-journey stages,” as Gartner puts it. By educating and adding value rather than simply selling, brands position themselves as credible advisors with this type of content.
3. Supporting Personalized content
This type of content is designed to help your B2B customers to arrive at a decision quickly. In B2B environment, supporting content can help the customers make the case to their finance department for budget allocation and purchase justification. I hear you, if you have the challenge in creating platform specific content that is relevant to the type of audience you target, please read challenges of an online marketer
4. Interactive infographics
Infographics has always been a great tool for engaging your audience. But incorporating animation, hyperlinks and clickable components can bring them to life.
Imagine an infographic with an animated map that you can explore by clicking and then reveals an answer to your key question. With this type of visual content, the audience is actively engaged the whole time. In response your conversion and ROI could be increased multi-folds.
5. Micro Sites
Micro-sites are nothing but the landing pages which act as a website for a set of audience. You can exploit the micro site as a ‘Lead acquisition page’ too. It helps you the address the needs of different types of audience in their own way. Also you can gather their information through a contact form and build your sales pipeline.
6.Interactive timelines
There is no better way to be transparent to the customer in terms of updating what you have been working on in the recent past. Also it helps you to showcase the journey of your product evolution or your service business.
Finally, the same old
7. Personalized content emails
In email marketing, by segmenting your audience, you can target your subscribers with specific email campaigns. This tailored content is more likely to drive consumers to your website.
Personalization increases the likelihood of your recipient opening an email from you, and it is something that smaller businesses can benefit from, as well. For instance, when sending newsletters to those on your email list, you can add a personal touch by pulling the recipient’s name into the subject line.
Everybody loves a Personal touch
As content marketing is evolving day-by-day and people insisting on quality rather than quantity, what really matters in if you can provide personalized content that a customer can relate to, you have already got the attention. When a common consumer’s needs can be addressed by understanding the emotions and behavior, why not a business man or a working professional? All you have to do is make use of the head turn and pick up their interest and go for the kill. Oops! go for the conversion
