According to a HubSpot report, a whopping 74 percent of online customers are frustrated by websites that provide content that is not related to their interests. So, if you’re a business that is still not investing in personalized marketing, you’re missing out on a lot of opportunities and losing potential customers.
Customer persona refers to the segmentation of your customers based on a range of factors. These include their gender, age, location, income, interests, shopping habits, pain points, etc. This helps you step into the shoes of the customers and understand their motives, thus allowing you to create better, more personalized content for each persona.
Now that you have your customer personas, you can create persona-driven content that will perform great online. Today, with increasing competition, your content needs to stand out, and a cookie-cutter approach won’t do you any good.
Creating content for each persona is the closest that you can get to personalize your marketing for each individual customer, but scaled in a way that is more cost-effective for your business. It helps you tailor your communication to be the right fit for each type of prospect and customer.
One of the best ways to extract more data from your customers and learn more about them is by using personalized online surveys. Not only is this simple, but it is also highly effective. Remember to make it short and quick –no more than two to three questions per survey –so that your audience would be more likely to fill it out.
To encourage your audience to fill out the surveys, offer them a deal on completion. For example, you could give them a discount code or some kind of free content.
Make sure that each inbound campaign and traffic source has customized landing pages. Your landing pages should be customized in such a way that they make sense in the context of the motivation of the user. You can tailor your landing pages based on customers’ personas.
For example, a landing page that has been created for spreading brand awareness should be designed for someone who is not familiar with your brand, and not from the perspective of a returning customer.
One of the easiest ways to personalize your digital marketing strategy is through email. When communicating through email, make sure that you use the name of an actual person in your company as the sender and not simply the name of your company. For instance, you could sign off as someone who is a part of your marketing team or your executive team. This gives your email an authentic feel.