Content personalization in marketing has many benefits, and there are some effective strategies you can use. You can tailor your own strategy to boost customer engagement, drive conversion rates and increase revenue. Content personalization can help companies drive the right message to the correct target audience. The content may be adapted to fit newsletters, blogs, or other forms, and may include different headlines, images, CTAs, body copy, etc. Doing this could help improve conversion rates and drive campaign performance, boosting engagement. Called ‘dynamic content’ due to its constantly updating nature, it is all about customer-oriented personalized user experiences. 

How Do Brands Create Such Specific Content? 

How do you know your best friend is feeling sad? It’s because you have observed them, their facial expressions, and can pinpoint either one or more of those expressions as representing sadness. Similarly, brands ‘know their audiences’. They segment user data into 3 buckets. 

Behavioural Data 

When a user visits your website, they leave behind some information. Behavioral analysis can give you the time they spent, the number of visitors, sign-ups, and other metrics. Sources for this data are mobile applications, websites, CRM systems, call centers, helpdesks, billing centers, and marketing automation systems. 

Contextual Data

Providing context to user actions, items, and persons can help marketers gain insights into user intent and patterns. Data comes from social media activity, milestones, location, preferences, and old buying behavior. 

Demographic Data 

This method divides the market into smaller blocks based on demographic factors ranging from age, income, and marital status, to gender, sexual orientation, education level, geography, etc. You can get such data from population censuses, 3rd party databases, and survey records. It is quite useful, knowing how your audience behaves on the internet. 

What Are The Advantages of Content Personalization?

Curate An Interested Audience

Consistently tracking user behavior, information, preferences and more, can help you offer your audience relevant content and consequently products and services that keep their interest buoyed, and their engagement with you for a long time. A bored audience won’t stick around. They’ll leave to engage with similar brands that offer something unique. You can attract new customers, but to have a loyal fan base, requires dedication. Content personalization can help with that. 

Better Lead Nurturing 

There are higher chances of leads being converted into MQLs, or marketing qualified leads, and SQLs, or sales qualified leads if a publisher takes care to curate personalized content. When individual audience members are catered to, established relationships grow stronger, getting you more leads and conversions over time. 

Higher Lead Conversion Chances 

If you manage to reach the right audience at the right time with the right message, your conversion likelihood increases. This is better than when you send customers random irrelevant messages. A personalized curated experience may entice a customer to convert way more than a generic approach. 

Better Revenue 

Different strokes for different folks. Some people prefer Facebook, others Instagram. Staying abreast of everyone’s preferences is important, so you can target your efforts towards those channels to boost purchases. If you have a customer frequently visiting your brand site and social media handles, you could lure them through those channels by personalizing their experience, providing product recommendations whenever they express interests. If your customer sees what you are offering them in terms of user experience and the product is interesting, they may be more likely to return to your site and buy from you. 

An Emotional Touch 

Emotions have always driven purchasing decisions, which is why content personalization is a great differentiation strategy for customer engagement and retention. If you manage to strike an emotional chord with your audience via your content, the impact may be boosted by data-driven personalization. Marketers have managed to break down their audiences on parameters like age, location, and gender, allowing them to customize their marketing message on a deeper level. 

Effective content personalization encompasses a variety of tools, customer data, and new technology, helping marketers study customer journeys to garner more data, giving the customer a bespoke experience, boosting emotional bonds. 

How Do You Build A Content Personalisation Strategy 

User First

Before curating your content, map out your target audience’s needs. Your content, product, or service needs to solve some problem. Your personalization strategy doesn’t need to blow your own trumpet. It should be more about how your product is tailored to audience needs. As a manufacturer, it should be your goal to create something of value for end-users, irrespective of whether you get their business or not. 

Speak To Individuals 

Personalized content is all about the individual. When addressing a potential customer, try to make them feel as if they are your only priority. A human-centric and empathetic approach might help. Interact with your customers as a person, not a company. Lend things a personal touch, and genuine relationships may foster.

Customer Journey Mapping 

A customer journey map helps you curate content that is relevant for each step of the customer’s journey. Such a map should speak to different audiences, aligning your content to each stage of their user journey. This can help you deliver relevant content to a customer during a certain part of their journey, ensuring they move forward to the next step. 

What Can Help You Personalize Content

There are many content personalization tools specifically made for this purpose. 

Customer Data Platforms 

This software clubs customer data across touchpoints, building individual customer profiles after scanning data in real-time. Data from first, second and third-party sources like social media, web forms, site behavior and action, CRM, mail interactions, and other customer transactions, all come together to build quite an accurate customer profile. 

Google Tag Manager 

Working with a data layer variable that triggers personalization, this tool gives marketers data helping them display custom content to different audience members. Google Tag Manager can help publishers provide a seamless personalized experience, boost on-site user experience and conversion rate. 

Data Management Platforms 

Such platforms collect, collate, and activate data from different sources. The data can be a first, second, or third party, and the sources vary from online to mobile, offline, and beyond. 

The above tools have become indispensable for personalized content marketing, helping businesses find new insights about their valued customers. 

Conclusion

In conclusion, content personalization is absolutely essential if you want to feel the pulse of the customer, and relate to them on a deeper level. With a little effort, personalization of content can go a long way in getting you fresh leads, while boosting engagement with your present users. Read our blog about asking customers for reviews, a great starting point for curating a customized content, product, or service experience. 

The post Content Personalization – Why This Can Help You Retain Customers and Win New Ones first appeared on Publir.

Performance marketing is, as the name suggests, marketing that is focused on performance. This performance can take the form of a converted lead, among other things. Performance marketing is a type of online advertisement that is becoming more common in the digital marketing field each year. It’s a hybrid between paying ads and brand marketing, with payments made only after the intended action has been accomplished.

How does Brand and Performance Marketing help your business?

Brand marketing is the process of promoting your message, products, or services in a manner that draws attention to the overall brand. The aim of brand marketing is to link your brand’s name, ideas, and personality to your audience’s needs and desires. In essence, your brand serves as a connection between your product or service and your target market. 

As a tactic, performance marketing provides retailers with additional brand and product visibility, as well as higher customer engagements, conversion rates, average order sizes (basket values), and third-party endorsements – all of which contribute to revenue, brand satisfaction, and improved buyer retention.

How are these different from each other?

• Short-term conversion is lower for brand marketing, but long-term brand equity is higher. However, with performance marketing, long-term brand equity suffers but short-term conversion is improved.
• Performance marketing is also perceived as primarily concerned with increasing the business, while brand marketing helps develop the brand for the long term.
• Performance marketing is appealing because it is easy to track, while brand marketing is more difficult to track and requires a longer time commitment. 
• Performance marketing leads to a greater emphasis on measurables and data as a result of short-term benefits. However, it is brand marketing that, in the end, creates a long-term pipeline. 
• Brand marketing establishes a company’s reputation, ideals, product consistency, and trustworthiness, among other things. It aims to boost trust, elicit an emotional reaction from customers, boost customer satisfaction, and inspire consumers. Performance marketing, on the other hand, is concerned with hard numbers like lead production and conversions, email sign-ups, or the number of purchases.

What are the different metrics you can target from Brand and Performance Marketing?

• The most important metric for determining how well your marketing is doing is revenue. When you measure your ads by sales, you get a more objective picture of how well it’s doing. If a channel contributes to cash flow and overall growth, you can support investing in it.
• Understanding the lifetime worth of the consumers is almost as important as the initial sales. You will measure the true return on investment (ROI) of your marketing campaigns until you know the average customer lifetime value.
• It’s crucial to monitor the performance at the awareness stage if you want to know how far your marketing campaign has spread. At the very top of the funnel, it’s a strong measure of brand awareness and volume.
• On a weekly or monthly basis, it’s important to keep track of the average website traffic you’re getting. You’ll gain insights into seasonality, patterns, and your top-performing platforms or content by having a bird’s-eye view of your website’s users. All of this information can be obtained using web analytics software like Google Analytics or Data Studio.
• Your social media content’s reach is an excellent predictor of your branding efforts. The distribution and coverage of your posts through your preferred social media channels are also measured by social media reach. 
• Another significant metric is to see how much you’re listed online. You should note how many times your name appears in other people’s online material. You can also keep track of the number of branded users and impressions you get from search engines.

Pros and Cons of Brand and Performance Marketing

• Pros of Brand Marketing

Consumers create a particular perception of an organization and its goods or services by branding, which includes the attributes and features that business owners want consumers to identify with their company and its products or services. Because of trademark law, it has some legal defense against competitors. Any distinctive name, device, or sign that identifies a company qualifies as a trademark.

• Cons of Brand Marketing

The cost of branding is a significant drawback. Branding entails extensive testing, naming, graphic design, and brand identity integration, all of which are costly. It’s also a long game; brand marketing takes time to take hold and often businesses are looking for quick wins. Another drawback is that if a company needs to shift its product direction or target a different market niche, it takes time and money to shift gears. 

• Pros of Performance Marketing

There are many advantages of incorporating performance marketing into the development and web marketing strategy. When growing your brand and sales sources, you will lower the risk, expand your business presence, and cut costs. Performance marketing is also fully trackable, measurable, and straightforward. Brands can now see each buyer’s entire click-to-consume route, allowing them to choose where to spend more, which partners to work with, and which platforms to use to achieve better outcomes.

• Cons of Performance Marketing

Like brand marketing, performance marketing can get expensive. It takes time and research to determine the best channels to use and businesses pay for each derived activity– phone call, click, etc. It might be too costly to continue paying for this in the long term, depending on the tier a publisher puts a campaign in. There’s also the risk of losing money if the pay-per-call marketing isn’t delivering phone calls that convert to revenue.

Make your decision – Which one to go for?

Marketing is a given in any business, but which type of marketing is best for you? To achieve the highest degree of efficacy and development, the solution involves seeking the correct, delicate balance between the two. This entails ensuring that brand managers are familiar with the more specific and observable world of performance marketing–and that both play a role in your organization. As a result, performance marketers must recognize that the ability to share your story and engage with viewers on a more intimate, individual level exists at all times.

The aim is to bring the realms of brand and performance marketing together. We use this combination to create a unified voice through different delivery networks based on shared values. However, this would not be possible without the collaboration and a firm emphasis on a long-term unification approach rather than one designed for short-term advantage by segmented opinions.

For a company to stand out from the crowd, it must combine these two worlds. Only then would we be able to reach the level of expansion and progress required to have a significant and long-term effect. And, at the end of the day, it’s all about achieving company goals, and market share, and, most importantly, exceeding customer demands and building a powerful brand that communicates, inspires change and builds long-term loyalty with your consumers. To read more such articles, visit the Publir Blog!

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