“The biggest challenge that often drives marketers away from content personalization is the perception of complexity. We’ve condensed what we’ve learnt into three simple steps to get you started.”
So what does content personalization have to do with lead conversion? When leads visit your web page, they are usually not ready to make any purchasing decision. These leads need to be nurtured through their decision making process, and we can engage them by way of content personalization.
Unfortunately, the biggest challenge that often drive marketers away from content personalization is the perception of complexity. The majority (60%) of B2B marketers report that their top challenge in 2016 will be producing engaging content- 57% say producing content consistently will be their biggest struggle.
Content personalization is certainly challenging, however, if done right, not only can it convert 7-14% of visitors into customers, it also saves the company on cost of operation (a 65% reduction compared to traditional method of marketing).
Here at concept9, we understand the struggle. So, as to ease your troubled soul, we’ve compiled three simple but effective steps to get you started.
Hack 1: Actionable Data Analytics
By now, you and I, as well as nearly every other marketer out there knows that marketing today is synonymous with personalization. In this day and age, we must connect with the consumer on a deep level, and treat them as unique individuals. And yet, nearly 80% of marketers don’t know how to personalize their content!
Problem: According to a study by VentureBeat (VB), the challenge apparently is in the handling of customers information: data collection and data unification, to be exact. Marketers don’t have sufficient information on their consumers, and among those who do, they don’t know how to properly use it to their advantage.
Knowing your customer’s basic demographic and purchase history is no longer enough. In order to effectively execute content personalization, consider going even more digital by making use of our good ‘ol friends: behavior and contextual targeting! VB reported that most companies rely on an upstream approach for their personalization- that is, they use information of their past and current customers to create content. Although, this method allow you to nurture your current customer base, it is leaving out a whole downstream funnel of potential leads!
Solution: Adopt behavioral and contextual targeting tools! Observe and learn from your web page visitors, turn these anonymous leads into known prospects. The first step to knowing what is the right thing to say, is to know who you will be speaking to!
Hack 2: Segmentation
Problem: Once you have identified your leads, the next step is to tactfully group them according to their characteristics- this is the challenge of data unification that was mentioned above.
So why is it important to segment your consumers? Well, let’s say, hypothetically, you have a current target market of 100 leads for your product. It is not only costly but also very time consuming to make 100 different versions of your web page. Instead, you group them based on meaningful categories, geo-targeting is a good place to start.
Solution: In our previous article on the difference between B2B and B2C sales funnel, we mentioned how the success of a B2B sale is dependent upon the ability of the marketer to convince everyone in the decision making chain.
As such, for the personalization of the web page, industry expert Itay Erez suggests that you “funnel the various decision makers to different content assets on your website…Cast a wide net of search terms targeting the various decision makers, and lure each to a targeted page.” And while you are at it, thoroughly test the content of your page. Go beyond the A/B testing, do the whole alphabet if you need to! It is crucial that you find the best version of your page for each of your segment.
Hack 3: Deliver in real-time
Problem: Content personalization need to occur in real-time. It is useless if your carefully designed personalized content appears after the lead has already left your page. Research has shown that consumers will not return to a web page after a bad experience with it (i.e irrelevant information to their needs). Timing is everything! It doesn’t matter if you have great content, if they don’t reach the right person at the right time, then it is useless.
Solution: Don’t be like the awkward penguin, use personalization and automation tools! There are a variety software packages that allow you to disperse the personalized content in real time– use them! Businesses that are able to deliver personalized content to the right person at the right time, can expect as high as a 451% increase in qualified leads.
Furthermore, by automating the process of data analytics and personalization, you can free up you brain space and time to come up with the actual important stuff- creative content!
Now that you are equipped with the basic information for the effective execution of content personalization, go forth, and convert ‘em leads!