Are you using personalization in your digital marketing effort? Savvy marketers are using personalization to improve experiences for their online visitors. This results in higher conversions, such as revenue from sales, email newsletter growth and new business inquiries.
I moderated a panel on this topic recently, and what I learned will help you to improve your business. Optimized Experiences Convert was a panel event featuring web marketing experts from Metacake (a client) and TechnologyAdvice. Each participant brought his own expertise to this modern marketing method that every business owner should consider.
To personalize your marketing, you must fully understand your customer. Who buys your products? What are their ages? Where do they live? What is their sex? This demographic information can greatly help you increase conversions.
If you are not using Google Analytics yet, you should be. Google provides this free service to allow any marketer to track demographic and geographic information about their website visitors. You can also learn how they are finding you online, which ads are working best, which blog posts are most popular, which social networks drive the highest amount of traffic and much more. You should also use surveys for your current customers to learn more about them.
Work Backwards with Clear Goals
To personalize your marketing, you should begin by working backward. Be clear with your goals and clearly define who your target market is. Ask yourself the following questions:
- What drove my conversions this month?
- What are my main sources of traffic?
- How are my customers finding me online?
- What do they do when they are on my site?
Once you learn this information from Google Analytics, you can begin to personalize your visitor's experience. You should experiment with different landing pages, which are pages with custom language and visuals that appeal to your target market. Your landing page should include an email newsletter sign-up form and something of value for your potential customer. The valuable content could be a webinar, e-book or whitepaper.
Nobody likes to be sold to right away. Instead, take time to learn about your visitors. Build rapport with them by producing quality content that proves you are an expert in your field. You should publish this content on your blog and other industry-related blogs, and use your email newsletter to share it with your subscribers.
Use advertising to target your personalized landing pages to your target market on Facebook. Refer to dribbble.com to see other advertisements for your industry for inspiration. Optimization is about testing to see what works, so use multiple ads for this purpose. During the panel discussion, Metacake urged the audience to experiment with retargeting (also known as remarketing) your advertisements. Ads that are seen again and again tend to receive a high rate of conversion. Consider how frequency works in radio and television advertising as an example of this.
Both Metacake and TechnologyAdvice shared helpful advice on how best to use email marketing. They recommended going easy on personalizing emails using the first name tag. Experiment using A/B split tests with different subject lines. Split an email into two small batches and test to see which subject line gets the highest open rate.
Are you ready to experiment with personalization in your online marketing?
Step 1. Use Google Analytics and surveys to determine who your target market is.
Step 2. Create landing pages specific to different types of customers and capture their email address.
Step 3. Use your blog and industry sites to share your expertise. This content must help your customers.
Step 4. Use online ads and retargeting to promote your landing pages and content.
Step 5. Use email marketing to keep top of mind with your target customers.
Sales don't usually happen overnight. It takes time to build rapport and trust. When your future customers are ready for your services, they will come to you. This is how optimized experiences convert.
This article originally appeared in The Tennessean Newspaper.