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Personalized content is a low-cost way to reach your target audience without employing skilled developers and data analysts, and it’s especially useful for small business owners, entrepreneurs, and one-man shows trying to maximize their marketing efforts. In this article, we’ll look at five different forms of tailored content that can help you reach your marketing objectives.
Defining Marketing Personas
Before diving into personal content strategies, it’s essential to identify your target audience and develop customer personas. Customer personas are fictional representations of your ideal customers, based on real data and research.
To define these personas, gather information on your existing customers, such as demographics, psychographics, and behavioral patterns. Use this data to identify common characteristics and group customers into segments. Once you have identified your main audience, create detailed customer personas by developing profiles that include:
This is an example of one well-done customer persona:
If you want to save time doing this part there is a great AI tool that can help you create these personas!
1. Website Content Design
This one might seem obvious but most people don’t really pay attention to these things. Simple changes like colors or font size can play a huge role in user experience.
For example, if you sell fast food, you should gravitate towards red, as it is known to stimulate appetite and hunger, while yellow is associated with happiness, excitement, and cheer. That’s why this color combo is popular in that industry.
On the other hand, blue is not the best choice for a restaurant, since it is known to suppress appetite and reduce hunger. In contrast, black, white, beige, gray, and brown are all excellent colors to incorporate into a fancy restaurant’s decor. Black and dark brown, when used as an accent, denote sophistication, making them ideal for a fine dining restaurant. White denotes cleanliness and uniformity.
Another aspect worth noting is the font’s size, color, and style.
|Small text can be difficult to read, especially for older audiences.
|When aiming at an older audience, it’s crucial to avoid small text that blends into the background
|Colors appeal to people’s emotions and often influence one’s purchase decisions.
|If your business focuses on luxury goods, maintaining a sophisticated and professional tone is essential, refraining from using emojis
|Different fonts have various impacts on people.
|For text-heavy pages, larger font sizes are recommended. Smaller text can be difficult to read
2. Educational and Informational Blog Posts
When doing educational blog posts the key lies in portraying yourself as an authoritative figure who generously imparts knowledge and assistance. This approach aims to position you as an expert while selflessly offering valuable, free information. Whether it’s tutorials, explanations, or in-depth explorations, these posts should reflect your expertise and willingness to help. Here are some of the questions you should be covering in your blogs:
By consistently delivering valuable content, you establish credibility and trust among your audience. Sharing insights and expertise in an approachable manner helps users connect with your brand on a deeper level. Additionally, these blog posts allow users to familiarize themselves with your business, building a sense of loyalty and rapport.
Educational blogs are the first step when guiding your customers through the awareness conversion funnel. They represent the awareness stage, the point where the customer isn’t fully aware of their problem or need. Blogs provide valuable information, insights, and resources that address their pain points or interests. By offering educational content that answers questions or provides solutions, you attract potential customers to your site.
At the conclusion of each post, provide the opportunity for users to sign up for your newsletter. This call to action encourages continued engagement and enables users to receive regular updates and exclusive content from you. It’s a way to maintain a connection, providing ongoing value and reinforcing your position as a knowledgeable resource in your field.
3. Tailored Email Strategies
Personalized emails are a great way of personalizing your content, as they allow you to speak directly to the recipients right in their inboxes, making them feel valued and appreciated. This is especially important in today’s world where people are bombarded with generic, one-size-fits-all emails that often end up in the spam folder.
Using automation features available on most email marketing platforms, you can segment your audience based on their interests, behaviors, and preferences, and send them targeted emails that are more likely to resonate with them.
Emails can be triggered based on user behaviors, such as recent purchases, browsing history, or cart abandonment. This means that you can send emails that are highly relevant to your audience, increasing the chances of them engaging with your content and taking the desired action.
Email marketing strategically guides customers through the earlier-mentioned funnel. Initially, it sparks interest by offering valuable content to attract and engage new subscribers. As customers progress, emails evolve to nurture relationships and drive conversions by providing personal content tailored to their preferences. These targeted messages, such as product recommendations or exclusive offers, encourage recipients to consider making a purchase, moving them closer to conversion.
4. Personalized content on Landing Pages for Social Media Campaigns
By leveraging the benefits of personalization for social media campaigns, you can improve user behavior and overall campaign performance. These types of pages are used as targeting tools, helping you reach your intended audience. Here is a list of ways that personalized landing pages help you:
- Boost conversions: Personalized landing pages can increase conversions by showcasing tailored, relevant content that appeals to potential customers.
- Improve customer experience: Personalization helps create a more tailored and satisfying experience for customers, which can lead to increased engagement and loyalty.
- Increase relevance: They allow businesses to highlight products or services that are most relevant to each customer, making the content more appealing and engaging.
- Drive engagement: By personalizing LP, marketers can encourage users to interact with the content, explore the site, and ultimately take desired actions.
- Build trust and loyalty: They can help businesses establish a connection with their audience, leading to increased trust and loyalty.
5. Product recommendation
Last but not least, we have product recommendations. There are a few ways you can do this. When someone decides to purchase something on your website, you can make an additional segment where you recommend the most popular items or just items that go together well with the product they have chosen.
Going a step further, making this more personalized, if you have some form of membership or login, you can recommend your customers products they have viewed before, or even left in the basket, helping you push them just a bit more down the funnel, turning them eventually into a conversion. Here is how Amazon does it:
You don’t have to do this part by hand, because there is a program that does that for you. If you are using woocommerce on WordPress there is a plugin that you can set up easily that makes product recommendations instead of you!
There is much more to say about personalized content. For example, e-commerce blog content and topics are very important as these usually drive commercial intent searches into your funnels. Focused content, as such, can bring the exact type of users to your site who have in mind an objective that matches your offering and user journey.
When a search intent matches the user journey and experience on the site, you are creating rapport with your prospects and building a relationship that will go beyond conversions and sales, into recommendations and positive word of mouth.