Personalized content marketing is fast becoming the most popular way to drive customer engagement and conversion. As one of the newer approaches to marketing, there’s no doubt that it’s a hot topic for discussion, but many businesses still struggle with the process of updating their marketing approach from traditional to modern. At Primal Tribe, we take pride in creating custom content that helps our clients reach the customers they love. To learn more about how you can boost your brand above the rest with rock solid content, read on!
Do your research
Just like forging any relationship offline, the first step is to get to know each other better. Developing personalized content is no different. Knowing your audience is your biggest asset to create material that engages and motivates them. Conducting market research will help you find out what matters most to your customers, what kind of language they use, what social media/digital platforms they favour, and what competitors they turn to for influence. These factors will help you develop resources that hit the mark. You’ll want to develop a systematic approach to understanding and keeping on top of market trends, customer opinions, and current events. With the most up-to-date data on your side, you’ll be well poised to produce content that’s relevant and more likely to achieve your objective.
Plan to start small, and leave room to grow
An essential part of delivering personalized content is realizing that it takes time to cultivate and develop consistent messaging that still comes across as unique to your readers. As we’ve said above, research is an important first step, but your next order of precedence is formulating a plan of attack. It can seem overwhelming at first, so it’s best to break the process into phases. Start with what you know and already have at your disposal: tweak your website to update calls-to-action and headlines, refresh the wording of your landing pages, change your email templates to reflect a more “one-one” tone. See what works, and what doesn’t.
From here you can move on to making the bigger, and more visible changes. Add to your blog (or create one if you don’t have one already!), refresh your social media with consistent on brand posts, and starting lending your voice to the market at large. Always return to your system for accruing data, and use that information to form your next steps. Trends are always on the move, and if you want to stand out, you can’t just keep up with your content…you need to lead. It takes time, effort, and financial investment, but if your team is truly dedicated to carrying out a well-defined strategy, returns are on the horizon.
Understand that, sometimes, less is more.
Balancing the line between “reliably informative” and “smothering” can be a tricky feat in today’s market. Understand that, at the core, what you’re seeking to do is to reach your audience on their level so you can drive return. Not every tweet needs to be responded to, not every question needs a 3-paragraph answer, and not every blog needs to be a novel in the making. Customers want to know that a brand cares, is informed, and can meet their needs. The number one deliverable that meets these objectives is quality, not quantity. Give yourself permission to take the time to create work that will surprise, delight, and engage. At the same time, don’t allow yourself to slip into old habits and undo all your newfound results!
The whole point of personalizing your marketing content is to keep your audience engaged and to avoid boredom. You want people coming back for more, eager to see what you’ll do next. Keep them on their toes by employing diversity in your material. Don’t just settle for blog posts; use infographics, social media engagement, eBooks, email offers and more to give customers ample opportunity to feel involved. Keep your overall goals in mind, as well as the data you’re collecting, and use that information to help you prioritize which formats you need to focus on most.
Aim to create an exceptional user experience
Throughout your entire strategy, one of your principal objectives needs to be ease of use and access. Not only do you need to know what your prospective customers care about and how they’ll reach you, but you also need to give considerable thought to the experience they have once they connect with your content. A fantastically worded blog that’s hard to access or an email offer that leads to a clunky landing page will get you the opposite of where you want to be. Make it easy for your audience to follow through on your calls-to-action, especially on mobile platforms, and your guaranteed to see results more quickly.
Personalized marketing may seem like an overwhelming beast to tackle, but at the end of the day, with the right tools in your belt, you can benefit immensely from taking the time to craft content that reaches your followers and prospects on a new level. Worried about creating that just-right online persona? Primal Tribe is here to help. We offer a wide selection of custom content and design options to help you reach the clients you love. Give us a call today to learn more about how we can help!