Economic shifts, weather, cultural events, and more can influence brand demand, and many of these factors feel out of your control in marketing. You know what’s IN your control? Your investment in non-branded keywords.
Looking to improve your brand’s conversion rate? It may be time to take a different approach. Here are 5 reasons your brand should create personalized content.
Long gone are the days of one-size-fits-all web copy. From email marketing subject lines to PPC landing pages, personalized content has revolutionized the digital marketing space — and the consumer experience. Savvy marketers are custom-creating engaging, individualized content to keep up with an increasingly competitive market. And it’s no surprise why: well-done personalized content is 300% more likely to convert.
Strategic personalized content uses targeted messaging to provide a unique, relevant, and, above all, valuable consumer experience. However, personalized content isn’t about just inserting your consumer’s name in the subject line. The true goal of personalized content isn’t just to improve conversion rates but to make your audience feel seen, heard, and well represented.
While creating personalized content takes additional time and effort, the results are well worth it. Here are five reasons why your brand needs to create personalized content.
Personalization can open up the door to improved user experience. Consumers have come to know (and expect) tailored online experiences. Online shoppers now display less brand loyalty, comparison shop, and want to quickly execute a purchase. You need to grab their attention and keep them interested to make that conversion happen.
And, personalization can increase efficiency. Because personalized content is highly relevant, consumers are able to quickly and easily find what they’re searching for, determine whether or not your product or service is a good fit for them, then take an action: leave, purchase, make an appointment, or whatever the action may be.
A personalized user experience reaches beyond your “owned” web properties, too. As a brand, you must also consider crafting personalized content to be seen in other places where customers are conducting research, such as social media and search engines. Take Google, for example. Nearly 70% of all Google searches use four or more words and more conversational language, showing the searcher’s desire to find very specific answers to their very specific questions.
As consumers conduct hyper-specific searches online, your brand needs to have hyper-specific content to show up as a relevant answer on search. Your highly tailored content will likely reach customers who are ready to convert.
Compared to traditional content, creating and placing personalized content requires more strategizing, content creation, and often data collection. This additional effort ultimately allows your brand to have more control over how you communicate with your customer.
Personalized content will require you to segment your audience, allowing you to choose which locations, offerings, products, or services are most relevant and useful to your consumer.
Additionally, personalization can allow you to meet your consumer where they are in the purchasing process. No matter how you use personalized content, having greater control over your messaging ensures that you’re consistently serving relevant results to your consumers tailored to their purchasing mindset. As a result, your brand will experience increased relevance.
Quality personalized content is data-driven. Collecting, analyzing, and applying information related to consumer demographics, interests, and behaviors across multiple distribution channels can help you create content that speaks to your consumer.
Personalizing your brand’s web copy is the first step in creating a more tailored customer experience. From localizing your content to creating dynamic content that changes based on the customer visiting your site, the possibilities are endless. Don’t forget about hyper-personalizing titles and meta descriptions to create a stellar CX on search.
Next, make sure your social media accounts incorporate personalized content as well. An example: multi-location brands should post local-specific content and offers for every storefront.
Finally, ensure your one-on-one email communication with customers is highly tailored to their interests.
Personalization can help you see what is and isn’t working. Where are users clicking out? Why aren’t they completing a transaction? What strategies will help get them there? Personalization is a great way to discern what strategies are — and aren’t — worth investing in moving forward.
If you’ve been prioritizing quantity of content over quality of content, it’s time to look into personalization. Many marketers fall into the trap of thinking that repeated exposure will eventually intrigue a potential consumer or increase consumer loyalty. However, consumers are constantly bombarded by marketing messaging and are able to easily tune out the noise.
In addition to providing a better user experience when a consumer has entered the funnel, personalized content is better at initially capturing attention.
From there, an exceptional online experience has multiple benefits. Personalized content translates into more brand awareness and increased brand affinity. Users who have a positive experience are more likely to share with others, remember your brand, and repeatedly engage with your brand. Therefore, personalized content is a great tool for building consumer trust online.
It’s clear there are many benefits to creating personalized content, but the task of creating so much copy sounds daunting (not to mention, pricey). The good news? You can likely use the data you already have to scale up content production. GPO can help!
Here are a few areas where you can start personalizing content:
Interested in creating personalized content but don’t have the time to do it? Reach out to see how GPO can help you create tailored content that resonates with your audience. From local pages for all of your storefronts to unique, descriptive product descriptions, we have a solution that’s sure to work for your brand.
Economic shifts, weather, cultural events, and more can influence brand demand, and many of these factors feel out of your control in marketing. You know what’s IN your control? Your investment in non-branded keywords.
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