By Kristin Savage
Personalized content is slowly becoming a common practice. The development of this trend allows us to safely say that personalization covers more and more marketing activities. It all started with personalized offers, and now this approach has grown into the most precise interaction with each individual user. And personalizing content is just one of the steps.
Very soon, websites as a whole will become so personalized that they will offer an assortment of products that is most suitable for a particular client, and at a price that he can pay. Naturally, all content will also be personalized, so as part of this article, we decided to tell you more about this.
1. Personalized Content Is of Great Value
In the case of personalized content, this approach works according to simple analogies. The careful segmentation of the target audience allows you to make more relevant offers. Targeted advertising on social networks allows you to get more interested subscribers. A personalized email newsletter makes it possible to sell the product, the acquisition of which is currently relevant for the client.
In the case of personalized content, this gives brands the opportunity to solve individual problems of users and respond to specific requests. You may ask where is the relationship with sales, but it exists here. Personalization allows you to create exactly the content that the user needs, and it is very likely that based on the information obtained from such material, he will decide on the need for a purchase.
2. It Helps Competently Guide the Customer on the Sales Funnel
Of course, all marketing strategies are designed in such a way that the client walks the entire path from the first acquaintance with the brand, the first purchase, and to devotion and loyalty. The most obvious example of this approach is personalized email marketing when companies compose a chain of letters from the greeting and further to gradually strengthen relationships and convince potential customers to solve their problem with the help of the brand.
Personalized content on the site has the ability to work in a similar way. For example, a user who logs in for the first time can quickly get basic information, and then, after each visit to the site, the content provided may change depending on the actions that the user performs on the site.
3. Personalized Content Builds a Long-Term Relationship
It’s very cool to know that there is always someone who can solve your problem. And today, brands are starting to play this role. When the problem is lack of information, companies can give the user answers to specific questions, help, guide and advise. Trust is the basis of any relationship, both personal and commercial. Useful and most importantly, personalized content received at the right time in the right place, helps to strengthen confidence and build long-term relationships.
4. It Has the Potential to Change Behavior
Personalized content has the potential to change a person’s life. The more you know about your audience, the higher your chances of influencing people’s behavior.
A kind of testing the power of personalized content was carried out as part of a study on smoking in collaboration with the Michigan Institute. The target audience of the project was smoking young people. This audience was in a critical transition for a healthy lifestyle, and intervention at this point could improve long-term health prospects.
Researchers believed that the implementation of an intellectual content system that delivers information specifically to each participant will lead to a high smoking cessation result. In addition, they believed that sending out general medical information would not be successful. They tested this hypothesis.
Users received the most personalized materials, which took into account their smoking experience, life circumstances that led to the development of this habit, and plans for life. It was not dry medical content about the fact that smoking is harmful, it was motivating material that made the study participants think about the correctness of their choice.
In this way, brands can change user behavior in a mutually beneficial way. For example, motivating to quit smoking, it is possible to promote a sporting lifestyle and to offer goods for practicing spot. Needless to say, the selection of such products should also be as personalized as possible.
5. Personalized Content Allows Companies to Play Ahead of the Curve
Modern data collection technologies have enormous potential. Already now it has become possible to predict trends, changes in user preferences, as well as predict their potential problems. What could be more valuable than helping prevent a problem that still just flashes on the horizon? With powerful data analytics and personalized content, brands can do it.
And the main thing in solving a potential problem is the ability to make a really right choice. If we return to the example of the smokers, the potential problem is possible diseases, and the right choice is a healthy lifestyle (the goods for which they can buy from the brand).
So how does all this affect sales? The answer is that there is more than a direct influence. Personalized content adds value and allows you to work with requests point by point, suggesting how to properly use already purchased goods or goods that still need to be purchased to enhance the effect of the previous one.
When a customer passes through a sales funnel using content, then his endpoint will be a purchase, and then return for a repeated one. When personalized contact builds a long-term relationship, the user no longer thinks that he needs to go to some other place for what he needs.
When personalized content changes behavior and inspires, it simultaneously realizes ambitious social missions like a healthy lifestyle or environmental friendliness, and companies with a pronounced mission have more chances for a high level of sales. And finally, when personalized content helps make the right choice, this is an absolute win-win option, both for the client who will come back again if the choice was really right and for the company that can count on long-term profit.