Personalization is a must-have for any website content.
Content personalization is a strategy to create content that considers individual users’ characteristics or preferences.
There are three content personalization methods:
- Segmentation is a popular method for email marketing that also works well for content creation. Divide your audience into specific groups based on age, location, gender, job title, or type of mobile device.
- Persona-based marketing creates more comprehensive user personas according to behaviors and attributes.
- Journey-based analysis examines the stages of the sales funnel to create related content.
Most customers are impatient to get what they want.
Google considers User Experience (UX) in the top 10 ranking positions.
Personalized content gets more engagement, traffic, and sales.
92% of marketers consider personalization very valuable, and 49% of companies add personalization to their top priorities to increase conversion rates.
71% of buyers were frustrated with a shopping experience and 41% of customers left brands because of poor personalization.
So how do you personalize content?
Analyze Big Brands
Amazon, Netflix, YouTube, Spotify, and many other websites personalize their content according to your preferences.
Amazon’s home page recommends products you’ve looked at before, and other pages share products related to your interests or categories.
Netflix recommends movies according to your interests and previous experience.
YouTube shows your favorite channels and suggests new videos related to your interests.
Facebook, Instagram, Pinterest, Twitter, LinkedIn, and TikTok show content that engages their audience.
That is why users spend so much time on social media.
My wife can spend the whole day on Instagram and my son never stops using TikTok unless I take his phone because social media hooks them with personalized content.
These websites have the primary goal of selling more and keeping you on their platform longer.
Set up a similar goal because Google ranks websites higher if they have a loyal audience and strong brand recognition.
Personalize with Organic Reach
Organic reach is different from paid marketing.
Paid marketing requires personalization because the “cost per click” (CPC) is exceptionally high.
Organic reach is any way you get traffic or engagement through free methods: SEO, social media posts, forums, and webinars that reach a broad audience.
These methods still benefit from personalization.
For example, if your audience consists of investors and traders, your content should use storytelling to show how someone earned money or was successful or avoided fraud by using your strategy or product.
Content for kids?
Use simple language, more examples, and basic information, leaving out anything that might confuse children.
Study your audience and choose a format they consume and understand.
Creating a buying persona helps, but you do not need to limit it because your content covers a broader audience.
Collect the following details:
- Demographics: age, gender, and location
- Interests and hobbies
- Pain points and needs
- Favorite resources and marketing channels
Learning your visitors’ ages provides additional insights on how they buy.
For example, older shoppers visit brick-and-mortar locations, and Millennials with Gen Zers shop online.
Where can you find this data?
Keep reading because the best part is coming.
How Can I Get to Know My Customers?
There are six practical ways:
- Analytics tools
- Polls and surveys
- Spending time with customers
- Getting data from salespeople
- Finding online studies
- Using AI tools
- Analytics tools are the first step in learning about your customers.
Google Analytics 4 (GA4) shares a lot of data about your website’s audience.
And all social media platforms have analytics that provide insights about your audience (YouTube Studio, Meta Business Suite [Facebook and Instagram], Admin Tools on LinkedIn, etc.).
I usually search for pages or content with high engagement and low bounce rates to learn what my audience likes.
Communicating with your audience on social media also helps you learn more about their interests, needs, and pain points.
- Post polls with high social media engagement or third-party tools.
Big brands often ask for feedback after selling products to improve quality.
- Spend time talking to your customers directly.
CEOs of big companies go to their customers, spend time with them, and learn why they buy their products.
You can learn so much more by speaking with your customers than by getting insights from analytics tools.
- Salespeople also have data because they communicate with clients every day.
Marketers should learn from the sales departments before creating content.
- Search for general data through online studies that concern your customers.
There are three types of data:
- Behavioral data shows how visitors browse your website or products: engagement and bounce rate, time on site, new and returning visitors, etc.
- Demographic data shows the geographic location, sex, age, language, etc.
- Contextual data shows visitors’ devices, operational systems (iPhone, Android, Windows), size of screen, etc.
- Three AI tools can help to personalize content:
- Persado uses AI to deliver personalized content at scale, customizing messages for consumers. Dell used Persado to personalize content across marketing channels and increased “conversions” (a user who takes the desired action) by 45% just by delivering the right message at the right time.
- Frase generates personalized content with AI. This content is helpful but will still need to be edited manually.
- Qubit creates product and content recommendations for your customers based on their behavior. Indochino made $1 million in incremental revenue by showing a personalized website version to different customer segments.
Using Filters And Recommendations
We cannot personalize all content because the same audience has different interests.
That is why you can add filters to your website.
Highlight the most popular products on the visible part of your website.
Add recommendations of similar or related products or blog posts.
If your audience spans different countries or regions, offer a specific language and a local currency according to their IP.
Even the ability to adjust your screen brightness at night is an example of customization.
If you want to win customers, then personalize content as much as possible.
Use tools, online studies, polls, and data from salespeople.
Learn from big brands and talk directly to your customers.