Depending on the age and interests of each person, we may receive direct advertising by mail or phone calls.
Personalized data
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How do consumers and businesses decide what content to read and what to delete or discard? A key factor is whether it is personalized or not. Messages tailored to recipients are much more likely to capture their attention italy number phone and motivate them to take action.
As James Tennant notes in a Content Marketing Institute blog, “Stop thinking of personalized content as an extra,” there are few arguments against personalizing content .
Think about content personalization
For personalization to be truly effective, you have to have the right data and the ability to segment it for your specific audience. Emma O'Neill says one way to get it is to ask the right questions . She suggests reaching out to your audience to find out why they visit your website, requesting your email updates, or signing up for your newsletter.
Part of your content marketing strategy should be creating buyer personas – a snapshot of the behaviors and demographics that reflect your ideal customers. So now that you know why to personalize content and ways to segment data, let’s examine three channels often leveraged for content personalization.
1. Email
If all you have is a person's email address and first and last name, you can schedule an email with "Hi, Sally." Putting the subject's name in the email subject is a quick and easy way to personalize it.
But there are other, more sophisticated tactics. For example, Campaign Monitor suggests personalizing email content based on the recipient's location, gender, or other data you have about them.
It has been repeatedly shown that emails sent to your audience members that identify them by name and directly address their needs and wants are far more likely to be read and acted upon than messages that lack those crucial details.
Personalization isn't about saying "Hi, <Name>" but about understanding the customer's needs and tailoring the experience to them - JC Penney
2. Landing page
A landing page is a web page with a specific purpose: usually, to present an offer.
When you send a personalized email to a prospect, if there is a landing page associated with it, the email includes a clickable link to that web page.
There, the visitor can download a valuable article. It could be a white paper, an infographic, or the results of a survey. Or they can receive a product brochure or request a free consultation. It depends on what you want the person to do.
In exchange for this information, the visitor must fill out a form. You can ask them to provide their name and possibly other information, such as the name and size of their company and their job title. Your form can also ask if they have the power to decide whether the organization can and wants to buy your product or service.
3. Discount offer
Personalizing a discount offer makes the recipient feel like you know them and want to give them something unique and special.
Various criteria can be used to create the offer: previous purchases, cost of the previously purchased product or service, and location of the buyer. You can even incorporate the time of year.
In the B2B world, discounts are often a company's biggest marketing investment, according to the Boston Consulting Group . They can reach 30% off the retail list price or even more. But it's critical to use discounts strategically. Otherwise, they can deflate the value of your products and services.
That's why offering discounts to customers across the board is generally not a good idea. Instead, BCG recommends value-based discounts, which tie discounts to the value provided by a particular customer.
Content personalization works
Now you know why content personalization is essential in the business world. People and organizations must navigate a constant stream of information coming at them. Beyond having good content , whether the content is personalized and its messages tailored to the recipients will often determine whether you gain the recipient's attention and prompt them to take the desired action.