Personalise content to drive interaction

How to personalise content to drive interaction.

Personalising your content is one of the easiest ways to increase engagement – and it’s a piece of cake with email marketing. But in the sea of spam emails, how will your buyer choose your product? 

Luckily for you, we have the answer – and it’s all in the approach. By talking one on one with your consumers, not only are you ‘on their level’, you’re much more likely to get your message across. So read on to find out how you can personalise content to drive interaction, and get that connection you’ve been looking for.

What should I personalise?

That’s easy – everything! Do this by splitting up your database by general content pillars. It will reduce your costs and ensures that your emails won’t end up in your audience’s ‘Junk’ mailbox.  

Dividing your database also allows you to target a particular demographic. Sending a mother’s day promo code? Don’t waste time and resources sending it to all the women in your database – target their kids, husbands, and family members instead. You’ll get a higher return that way.

You will also notice if you have missed a niche market or group of buyers. Maybe widowed grandmas use your service more than you thought. So take this information and use it to expand your business. What would Nanna like to see that would make her feel more included? If she feels like your business is speaking directly to her, she’s more likely to buy from you again and again.

Think about personalising your:

  • Chatbot greeting
  • Email subjects 
  • Pre, mid and post-sale emails
  • Post click landing pages

Read: 5 biggest mistakes you can make when building a website

How should I characterise my content?

So you did a little research and discovered something – your demographic is way bigger than you expected. But what does this mean? 

It means that your customers are all different and therefore will have different needs. This is where personalisation comes in handy – targeting your campaign can be the most effective way to meet all those different demands. 

Use your business research to tailor your content to specific pillars. Take into consideration your buyers location, age, gender, and income. Don’t forget to add in variables like purchase history, session behaviour and device type. You can even find out what websites they visited before and after yours. That way, you will connect with your consumers like you never have before. 

How can I make my website relevant to a multi-demographic database?

Visual design trends are always changing. What was cool five years ago isn’t necessarily cool now. But that doesn’t mean your website needs an entire facelift every time. Continue tweaking and editing your site to keep up with your changing business goals and style. It’s important to stay up to date and fashionable – this keeps you relevant and encourages buyers to use your business. And no one wants to have a lame-looking website. 

Why not start a blog? Blogs build connections and keep consumers up to date with what’s happening with your business. 

Remember to create content on your social media pages that appeal to your audience – all of them, even Nanna. And make sure to regularly incorporate this into your website. 

By having a broad range of articles, polls, or interactive experiences, you ensure that everyone, even Grandma, enjoys interacting with your business. 

Is it really worth it?

How do we put it simply – absolutely! The point of personalising your content is to create meaningful relationships with consumers through trust, quality and relevant information. Combining your marketing strategy with personalisation and segmentation also improves your connection with the consumer. So it’s win-win! Use this approach to:

  • Gain return-customers 
  • Increase visitor engagement 
  • Improve conversation rates
  • Boost brand perception

So what are you waiting for? Take the extra step, transform simple interactions into meaningful conversations, and personalise content to drive interaction.

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