Personalizing your marketing content is a necessity; no one will pays any attention to “Dear Valued Customer.” (It died years ago with “Attention Kmart Shoppers.”) With that in mind, here are four tips for personalizing content without coming across like a stalker.
- Content recommendations. Most methods for personalizing content involve collecting data, segmenting users, and developing customer profiles. Here’s a simple technique that only requires some basic intuition: recommend content you think visitors, in general, might enjoy. (See those links up there under the heading “Popular Articles”?)
- Consider who referred users. Cookies and custom URLs give online marketers an advantage we’ve never had before: knowing exactly where leads are coming from. Consider giving users different content if they arrive on your site from Instagram, Facebook, Twitter, or LinkedIn.
- Take users’ devices into account. Consumers want an optimal viewing experience, whether visiting on mobile, laptop, or tablet. Most websites are responsive, but consider tailoring your content/design to match their device experience.
- Segment first-time visitors. First-time visitors have a very different set of needs than a routine visitor. Take advantage by directing first-time users to their desired pages through a popup, welcome message or chat bot.