When it Comes to Personalization, Automation Can Help

shutterstock_54860284It’s a challenge to personalize content to meet the needs of your buyers. After all, no two consumers are alike. Luckily, however, technological advances—specifically marketing automation—make the process more manageable; you may just have to add a few new tools to complete the job.

Why do you need to personalize content in the first place? Today’s consumers have higher expectations from companies. In this new digital age, consumers leave a “digital trail” for marketers with tons of demographic and behavioral information. In return, they demand relevant, valuable and timely marketing campaigns that speak directly to their needs.

Its simple: Marketers must customize their marketing and Web experiences for their customers and sales prospects alike if they expect to stay competitive in today’s crowded marketplace. In fact, according to Econsultancy, 66 percent of marketers cite improved business performance and customer experience as the main driver for personalization. However, many marketers are struggling to implement personalization in their digital marketing efforts, which is where marketing automation comes in.

Marketing automation platforms help marketers manage the customer experience across digital channels. Using the platform, users are able to segment marketing messages, adjusting Web content based on who is viewing it. What’s more, marketing automation provides critical analytics on how campaigns and programs are performing as well as how prospects engage with content, enabling marketers to effectively measure ROI and gauge consumer sentiment.

So, how can marketing automation make personalization a breeze? Consider the following tips and tricks:

• Align content to the buyer’s journey. Create content for each stage of the buying process. Doing so will allow you to nurture relationships with prospects and strengthen relationships with existing customers.
• Better segment customers for improved impact. Track the content with which a customer is engaging: the keywords they use, what they do socially, and a variety of other online activities. Using this information, cater to each customer’s specific preferences, interests and pain points.
• Send messages when they will be well-received. With the real-time capabilities of a marketing automation platform, you can send content at the right time, when the customer can use it.

While marketing automation has numerous benefits, it’s important for marketers to remember that it doesn’t do content creation or lead generation for you; rather it helps scale your efforts. At the end of the day, it’s up to you to create content that speaks to your prospects’ needs and challenges.

Remember: Sending the wrong content, or even sending the right content at the wrong time, can have a bad effect on a key target—and potentially cost you a deal.

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