We’ve been talking recently about personalizing the content you are sending to your customers and prospects. So far we’ve talked about using data to segment your audiences and using content delivery platforms to easily deliver the message. Today we’re going to talk about the different types of content and what makes the most sense for your company.
In today’s world of ever-increasing and ever-changing information, you’ve got to get the customers attention and meet them where they are. When I attended Dreamforce last year, Mark Benioff talked a lot about the “Internet of Customers” and how you have to be talking to your customers in their space, where they are, and not expecting them to come to you. That means your website, for instance, may not be your best marketing tool anymore. Maybe now targeted ads in a mobile app are a better way to go.
First you need to figure out where your customers are. Do they spend a lot of time on social media, or do they use the word “Twit” instead of “Tweet”? Are they on mobile devices or desktops? Do they have broadband connections or do they still have to listen to a dial-up tone from 1993? Are they always online, or is that an infrequent occurrence?
Once you have that information, you can begin to decide what would be the best type of content to deliver. Here are some examples of different types of content and when you might want to use them:
- Website- Websites are still a useful place to house lots of information in a very comprehensive way. While social sites are becoming just as much of a storefront as a website, they can’t provide near the level of detail that a website can. Take the time to make sure your website says what you do in a very clear manner so that your potential customers know you’re the right person to contact for their needs.
- Emails- Despite popular belief that social media is killing email marketing, 75% of adults still say email is their preferred method of communication, according to this MarketingTech Blog Infographic. You should constantly be testing your emails to see what’s working, but this is a very effective way to get in touch with people since most are still tied to their email boxes for work. The trick is to make sure the subject line is personalized enough that someone would want to open it.
- Social Posts- 56% of Americans have a social profile. You see it just walking down the street. People tweeting, Facebooking, and pinning every piece of food that goes into their mouths. Whether you are B2B or B2C, your customers- the actual people who will be buying from you- are probably going to be on social media at some point during the day. With the increased hypertargeting of a lot of platforms based on behavior, this might be a great chance to convert someone early in the research phase of the buying cycle.
- SEO/SEM- Spend for SEO (Search Engine Optimization) and SEM (Search Engine Marketing) continues to rise as companies are still seeing an ROI, according to this Direct Marketing News article. SEO is geared to making sure your company shows up first in a search query and SEM is geared to driving people to landing pages based on clickable ads. You can pay for SEO placement, which is why I include it in this section. The key to both of these items is to make sure the content you are offering is in line with the ad and who you are targeting. For these ads, your personalization may be based on which stage of the funnel they are currently in. If you’re targeting people early in the process, maybe you advertise an infographic or whitepaper versus a free trial (which would be a late funnel offer).
- Social Ads- This is something you’ll have to test for yourself, but there is hyertargeting for many different industries and interests on a lot of the larger platforms these days. If your audience is likely to be on social media, this is something to be considered.
- Mobile App Ads- If you have customers that are always on the go, mobile app ads may be a really good bet for you. If you can figure out another area of interests (for instance, news shows, radio, videos, etc.) you will have a better idea of the types of apps you should target.
- Videos- Videos can be a great way to deliver a personalized message quickly and concisely. BombBomb has done research that shows it takes just as much time to craft a video email as it does to write a normal email, sometimes even LESS time.
- Infographics- If you have a very visual audience or an audience that doesn’t have a lot of time, infographics are a great option. They allow you to convey a lot of data in a very digestible way. While most people don’t require registrations to view the infographic, you should always have a call to action at the end to keep moving the interested person down the funnel.
- Whitepapers- If you have detailed statistics or research on a certain topic, a whitepaper is a great way to get the information across. With whitepapers, you really need to consider if your audience is one that will have time to read and consume the entire thing, or whether you have people that just care about the overarching facts. If the latter is true, you might want to consider an infographic instead.
Interested in learning more about personalizing your sales and marketing? Join us for our webinar with Postire and BombBomb where we’ll get even more up close and personal with personalization. Register today!