October 23, 2015

Let's Get A Little More Personal - Reaching Clients By Personalization

Keeping It Personal

Back in the day, we would work on SEO, gearing it to provide exactly what was required by search engines when working on websites. This included cramming in tons of keywords and using other such suspect tactics.

Today, however, things have changed greatly. More and more people are paying close attention to the information is being shared on the net. Businesses that continue to use these tactics are finding it harder and harder to attract new views, new visitors, and new business.

Now, businesses are realizing that we need to get a little more personal. What does this mean though? How do you get personal with people coming to your website? 

Tablet and laptop representing personalization experience

Each of the following are examples of personalized content:

Personalized Marketing

Inbound Marketing for Law Firms

Resources for the Modern Social Media Manager

How Can You Utilize Personalized Content?

Personalized website enhancing user experienceThe whole point of personalized content is that it speaks to a very specific audience. For example, you wouldn't want to push information about why it's important to house train a cat properly to someone who can't stand cats but loves dogs. In the same vein, why would you serve up content concerning how SEO affects lawyers when your viewer is a restaurant owner? That being said, you should make sure that when sharing personalized content that you target the correct individuals. Don't toss out some generic sounding title hoping that a lawyer is going to click on the link that you provided. Coca Cola provided what has to be one of the most public personalization based campaigns ever. It's "Share a Coke" campaign reached millions of consumers and spoke to them directly by name. While your use doesn"t have to be this all encompasing, there are some ways to keep things just as personal.  

Some of the ways you might include personalization in your inbound marketing might include:

1. Using the behaviors of your site visitors to help customize the content seen. Are your visitors constantly reading a certain category of blog posts on the site? Use this to determine what related posts you might share at the bottom of your posts. This could help to increase the amount of time spent on the site and thus offer more chances at conversion.

2. Use personalization to serve up different content based on the user's device. Let's face it, visitors coming in from a desktop are typically looking for something quite different than one coming in from a smartphone. Why not offer each their own experience on your site? By catering to these users in a more personal manner, you can find it much easier to achieve conversions.

3. Provide an experience based on particular personas. While there is something to be said about catering to all visitors, by targeting specific personas you can really achieve a deeper level of personalization that speaks to their individual needs. 

“The key is to present the right content to the users at the time they need it in an engaging manner, across all channels they visit.” Jim Yu, CEO, BrightEdge

Reaching clients on their own terms starts at the point of conversion. When you remember to personalize the user experience in a positive manner from the beginning of the buyers journey, you will find it much easier to continue to connect with your future clients. This can help to also increase client retention rates moving forward. Clients who are experiencing your commitment to provide an ongoing personalized journey for them will not only tend to stay with you longer, but will also be much more likely to become brand advocates.