Why you should personalise your content

Heidi Nicolls by Heidi Nicolls
Author: Heidi Nicolls Date: 30/03/2017

In today’s digital world, we collect data about everything and everyone. Online behavior and purchases are analysed and converted into data that marketers use to help find their target audience. The days of repeatedly sending blanket emails to every name on a database are, thankfully, long gone. As a result of good targeting using personalised content, marketing can be directed only at those who are likely to respond or buy. 

If you’re not giving enough consideration to your online content, you’re not only missing out on a much higher response rate, but you could be actively turning people away. A recent study showed that 74% of consumers get frustrated at websites showing content, promotions and ads that don’t reflect their own interests. Nearly 60% indicate that they’d leave a website if it showed promotions or ads that were in direct contradiction to their own views or circumstances.

How to improve responses with content personalisation
There are many simple techniques you can use to make your content more relevant to certain groups or individual customers and we’ve listed four of the most effective tactics below: 

1. Use customers’ names where possible
When corresponding with your audience, use the recipient’s name.  With emails and landing pages, tailor your message to the reader. Generic, blanket campaigns suffer very poor conversion rates, while personalised messages resonate with the reader, build trust and ultimately are much more likely to lead to sales or conversions.

2. Learn about your audience – and use the data
Many marketers have more than enough data, but they don’t often use it properly to create good, personalised content. It’s estimated that 95% of customer data held within organisations is never actually used, while almost 40% of marketers admit they haven’t used their saved data to create personalised content. Learn as much as you can about prospective and existing customers, including their behavior, health habits, buying and search history. Also include other influences like friends and family. It’s better to have smaller quantities of good, relevant data than to collect vast amounts of data that you’ll never use.

3. Make conversion simple
Anything you do to simplify or speed up the process will help your conversion rate. This is why online retail giants like Amazon offer one click conversion. If you already have some of the information you need about a customer, don’t make them add it again. Auto fill or better still, personalised forms make it easier for people to proceed. Also make all the information easy to find. Don’t expect people to dig for it. In short, fewer steps mean more conversions.


4. Build customer personas
Personas are models that describe the needs and concerns of visitors to your website. When you have these models, you can create the personalised messages that form effective personalised content. Consider what actions you’d like website visitors to take. What motivates them to take those actions? How familiar will they be with a product, service or brand before they take action? Are there any signals in their online behavior that indicate they are ready to act in a given way? Personas shape your content and enable effective, workable content.

Content personalisation is vital in digital marketing and the time taken to collect and use audience information effectively is more than rewarded in considerably increased sales and conversion rates. If you’d like more advice on content personalisation or help in creating and using personalised content effectively, please call Flint Studios on 028 9045 5554 or email heidi@flintstudios.co.uk. Our specialised team will be happy to chat to you and arrange a meeting.