Smart businesses use smart content online. Also referred to as personalized content, smart content includes anything that is tailor-made to suit the customer. Read the 5 tips to integrate it in your web store.
If you’re new to the world of personalized content marketing, you might be wondering where to get started. That’s why we’ve collected the five most important things you can do when implementing personalized content in your web store.
1. Use Segments to Tailor Your Personalized Content Marketing
Segmenting your clients is key: how you create segments and position your clients within them will determine the effectiveness of your smart content.
Be strategic about understanding your customers. Find out who they are and what sets them apart. Do they employ many FTEs? Where are they located? How much do they buy and when? Understanding details like this can help you provide the best content for your clients.
2. Display Your Personalized Content Sparingly
More personalized content marketing isn’t always better. According to the Seismic and Demand Metric survey, there is a magic number for the amount of content to personalize: 21–40%. Showing more personalized content than that can actually lead to information overload: companies that personalized 81% of their content did not report very successful results.
3. Leverage Your Data to Personalize Content
The B2B world has access to a wealth of data. Thanks to the fact that most B2B customers log in to web stores to place orders, you can gather a lot of specific and behavioral information about them. Using identified patterns to design a holistic impression of the customer is key to delivering the most relevant dose of personalized content.
While B2C companies often have less data on their users, they nevertheless understand the value of the big picture. Netflix is a good example of personalized content marketing done right. It assembles geographical data, viewing history, viewing hours and pausing habits to build a complete picture of a customer.
4. Analyze Your Personalized Content—and Analyze Again
Once you have established the tactics of identifying segments, their characteristics, and the personalized content displayed, it’s time to listen. In other words, it’s time to analyze and measure the effects.
In the B2C world, where personalized content marketing is more about cross-selling and upselling, seeing an increase in sales could be a direct and positive link to smart content. But when it comes to B2B, assistance is the goal, which means that positive results are not always as obvious. At least, not directly through sales.
There are, however, other ways to determine whether your personalized content marketing works. Are your clients clicking and scrolling more? What content are they interacting with? Are their browsing periods longer or shorter? Are they following the directions you suggest, or are they taking a different path? These answers will help you understand your customer, which in turn will help you fine tune your personalized content marketing.
5. Going All the Way
You’ve created segments, published smart content, and the results are in. Now what?
It doesn’t matter whether or not your personalized content marketing has exceeded your expectations: there is always room for improvement. You can tweak your criteria and algorithms and analyze again. This will give you more results to think and act upon.
But we advise going further, all the way to the very person you’re doing it for: your client. Ask clients what they think of the online experience you offer. Have they noticed the changes you’ve introduced? Is your smart content useful, or overwhelming? In the B2B market, customer relations go a long way. They build loyalty. Your customers will appreciate that you are listening.
Ready for More?
Check out our definitive guide to personalized B2B marketing to get some B2B-specific facts, tips and examples that will help you give your clients the ultimate customer journey.