The digital world is a noisy place: People are bombarded with tons of content and messages every second – from online ads to blog posts and user-generated content, among other things, businesses are even more aggressive and competitive in targeting their audience with the use of various digital marketing strategies.
If you want to stand out to online visitors, you must take your marketing game a notch higher. This is where personalization becomes your weapon.
Statistics show that 79% of consumers are likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. It is also known that personalization increases relevancy. In fact, lack of content relevancy generates 83% lower response rates in the average marketing campaign.
While using email marketing automation software can help attract and drive your online visitors to your website, these online visitors turn into leads, subscribers or customers on your pages. Hence, both should work together. Paying attention to your website pages through personalization matters to impress your online visitors.
The following tips will teach you the best practices for personalization using in-depth data and strategies to leave a good impression to your online visitors.
1. Map Out the Buyer Journey
The buyer journey refers to the stages customers go through as they interact with your business – from the first moment they learned about you to the time they become brand advocates. The concept is derived from the idea that not all customers are at the same stage of the buying process.
By mapping out the buyer journey, it becomes easier for you to tailor strategies and design website pages that can attract and engage customers based on where they are at in the buying process.
For instance, you can use the buyer journey and the analytics in your email marketing automation software to identify subscribers at the consideration stage based on their email and website activities. From here, you can drive them to blog posts or site pages where they can weigh their options to help them arrive at a firm decision.
2. Use IP Address and Devices to Show Targeted Content
The IP address can be useful in showing the appropriate version of your website pages to first-time visitors given that you do not possess any information about them. If your website analytics show that you have a big chunk of visitors from Japan, you can show visitors from Japan a version of your website pages written in their language.
