Personalised Content Marketing: Stand Out from Competition

20 Aug 2019

What is personalised content marketing and how could it help take your content to the next level? Personalised content marketing involves creating content that connects with your audience.

It is imperative to keep them engaged and improve conversion rates. Recent Infosys research shows that 31% of consumers want their buying experience to be more personalised than it currently is.

Each person has slightly different interests, needs and pain points. Recognising and catering to these with your marketing message will help gain a competitive edge and realise a good ROI.

By personalisation, we mean much more than just adding the users first name to an email. You can use personalised content marketing in more exciting and engaging ways, such as product recommendations based on behaviours.

“According to Econsultancy, more than 78% of businesses admit that first name personalisation to customise messages is the only kind of personalisation they currently use.”

Let’s take a look at some of the ways you can take your marketing personalisation to the next level.  Using these can help your business stand out from the competition, which is everyone’s goal.

Optimise Lead Capture for Personalised Content Marketing

Data capture forms are a key opportunity to gather audience information. These can help you segment your audience to ensure you deliver personalised email messages. The key with forms is getting the balance between the information you want and the amount wanted to be given.

Having too many mandatory fields may affect your conversion rates. So think about the information you need for personalisation and ensure you only include those. Using a Marketing Automation platform such as SharpSpring can help you create optimised data capture forms.

Form-building features allow you to include optional fields to help new subscribers map onto your buyer personas. They can also auto-fill data for existing contacts, making it easier for them to give you their information.

Create Consistent Messages Across Channels

There are many ways to personalise your messages across marketing channels, such as email, your website, social, messaging and advertising. The beauty of personalisation is your leads are more likely to convert after interacting on several key touchpoints.

Creating consistency in your messaging is key. The way you use personalisation across multiple channels is how your audience become familiar with your brand. Thus, recognising whether they are on your website, have received an email or are browsing your social media.

There are many ways you can integrate personalisation insights across marketing initiatives. So it’s imperative that your teams are aligned to ensure they are all working from the same strategies and guidelines. Therefore, achieving the same objectives, which is what everyone wants.

Personalised Content Marketing: Use Dynamic Content

Dynamic content is content that changes based on the behaviour, preferences and interests of the user. It relates to websites and email content and is generated at the moment a user requests a page.

This content is personalised and adapts to ensure it serves them relevant and interesting content. Dynamic content delivers an engaging and satisfying online experience for the user.

Marketing Automation platforms allow you to create dynamic content that you can automatically make small changes to based on the user’s demographics and behaviour. You can change elements such as images, messages and offers to increase the appeal to the user.

Want to see SharpSpring in action for yourself? Request your free demo to discover how Marketing Automation can help you improve your personalisation strategy and help your business thrive.

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