In recent years, personalization has become a major content marketing buzzword. Everyone actively uses this term, but just a few know what it’s actually all about.
Most sales managers believe that personalization tactic is all about putting a customer’s name in the subject line of an email. But it’s much more than that.
Using cookies, IP address, device ID, postal address, and other data sources, it’s possible to design content, which will perfectly address the customers’ needs. Let’s check out how personalization works on practice and how it helps to boost sales.
Add value
There are 30 trillion unique URLs on the Web, but your customers can’t find answers on some of their questions. Do you know why? The point is that most of the web pages contain general information which doesn’t provide any value for the users.
So, if you want to grab the attention of your target audience and increase sales, you should create content, which is informative, interesting, relevant, and valuable. With the help of personalization, you can identify the specific needs of your potential buyers and address them fully.
Let’s imagine you work at a wholesale tire company and have clients all over the United States. What kind of content will you produce to achieve your business goals?
It’s obvious that customers from different states have different needs and preferences, so you can’t apply a one-fits-all approach to your content strategy. You should complete content personalization on the basis of the customer’s location.
For instance, you can write one article about the studded tires for customers from Alaska and Maine, and the second article about the summer tires for customers from Hawaii and Florida. In this way, you will make sure that every your buyer will get information, which he will find useful.
Helps to stand out of the crowd
Competition is getting stiffer, and customers are getting pickier. And if your content doesn’t provide any value and isn’t catchy, you have no chances to draw the audience attention to your brand. Only personalization can save the situation.
Every blog post you publish, and every email you sent, should start with a personalized title. A short, catchy phrase should convince a customer that the content of your post/letter is worth reading.
For example, there is no sense to publish an article titled “The best tires for road trips”. This topic is too generic, and the core message seems to be vague. There is a bunch of similar blog post available online, so it’s unlikely that your post will beat the competition.
You should rewrite the title and personalize your content in accordance with the interests of your target audience. If you target car rental companies in Alaska, you can name your article “The best winter tires for Alaska highway road trip”. A heading like this one has in twice higher chances to capture the attention of potential customers.
Helps to build a deeper relationship
The truth is that your customers want to get as much attention as possible. They expect that you will treat them in a special way. They want to feel valued. And if you aim to keep your business afloat, you should do your best to meet their expectations.
Do you know what is the best way to make your customers feel like they are “the one and only” for you? The answer is simple – to personalize your content.
You should stop sending standard emails and recommending random articles. Your task is to provide your customers with exceptionally relevant pieces of advice, valuable special offers, and useful information.
With the help of personalized content, you can win the customer’s trust. You can build a deeper relationship and receive numerous benefits in the long run. When you give people something they genuinely want to get, they reward you with loyalty and support.
Helps your customers to make the right choice
What is the mission of your company? The mission is to satisfy the specific needs of your customers in a better way than other companies. Not just to make money, right?
And what is the primary purpose of your content strategy? The purpose is not to drive sales, but to provide customers with information, which will help them to make a better purchasing decision.
The truth is that if you want your company to thrive, you should put your customers first. If you put your business first, you will be doomed to failure.
As you know, B2B customers don’t make impulsive purchases. They research your product online to make a truly informed buying decision.
And if you produce high-quality personalized content, you help your customers to find answers on their specific questions and to choose the most suitable product. It helps to gain brand loyalty and increase repeat purchases.
Gives identity to your business
Another great benefit of content personalization is that it gives the identity to your business. It helps to reveal the human side of your company and to build stronger interpersonal relationships between sales managers and purchasing agents.
Anthony McGregor, Social Media Specialist for PickWriters, notes “To present customers with content that is personalized for them is to listen to them. It shows that you are paying attention to their needs and that you care enough to bring them content that meets those needs. That’s how you form the connections that drive sales and build brand loyalty.”
Let’s be frank. Your customers don’t want to contact a company; they want to reach a concrete person. And it’s not a surprise that corporate email addresses like sales@xyzcompany.com don’t work as effectively as personalized addresses like helen.smith@xyzcompany.com.
So, if you want to increase sales, you should add a personal touch to your content strategy. Your customers should clearly understand from whom they receive emails, and who write informative posts for your blog. They should know the name of the person, who may answer all their question and help to make the right buying decision.
In conclusion
In 2019, it’s not enough to run a blog and send newsletters. Almost every company does that. Today, it’s important to personalize your content to show that you care about your customers and do your best to address their concerns.
So, if you want to drive more sales, it’s time to review your marketing strategy. You can be sure that if you focus your efforts on content personalization, it will help your company to achieve both: short-term and long-term goals.
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