
No doubt about it, website personalization is a hot topic that marketing pundits everywhere are talking about. It's easy to see why personalization is hot. Start with the fact that upwards of 75% of search users are disappointed if websites don't present content that's relevant and specific to their needs and interests. Personalization solves for this dissatisfaction.
The possibilities seem almost endless when you start thinking about all the ways personalization can save time, increase conversions, make the buying process more personal, make research much more effective, and help both buyers and sellers determine much more quickly if a dialogue they're starting is worth continuing.
You want your site to personalize to multiple local or regional markets, to support the local presence you have with satellite offices? Piece of cake! The folks at CloudEngage, a geo-strategy firm, reference the 80/20 Rule in advocating that personalization that starts with location and demographic stats can be the lowest hanging fruit for personalization, allowing you to go further, faster by relying on zip code census data and making attitudinal and behavioral judgments about targets.
Want to save the most labor intense bottom of the funnel offers for the top 10% of your sales qualified leads? If you're already qualifying leads using behavioral and demograhic data, you've got what you need to make it happen. Leveraging persona segmentation to establish specialized relevance to each of your target personas is a highly strategic approach to personalization that allows you to market to multiple audiences, while presenting a message of specialization and expertise. Getting started, it's as easy as having a thoughtful conversion form strategy that supports progressive segmentation—getting leads to self-select into the right persona category.
If you consider that personalization is a journey, not a project, and in a lot of ways could be viewed as a continuous improvement strategy, you'll put your business in the best position to make progress that matters without wasting resources or creating more acrimony than consensus. And you'll be moving thoughtfully in a direction that continues to position your business as ever-more helpful and friendly to customers and prospects.
Topics: Content Marketing, Marketing Automation