The world of digital has one main end goal – to persuade your audience to complete an action. No one likes being bombarded with generic, hard sales materials, and companies are beginning to see this through lack of engagement, drop in customer retentions, and increased bounce rates. The importance of personalised content is being recognised, and we’re here to help you implement it into your own branding.
Make your audience fall in love with your brand by tailoring their digital experiences as you cut through the noise. Personalise your offerings and captivate your audience.
Storytelling with a Human Touch
Digital storytelling is an effective way to express a brand’s narratives in a way that resonates on a personal level with the audience. It’s not just about promoting a product or a service, but integrate values that echo an individual’s journey, aspirations and needs.
Group your Audience
Categorising your audiences into groups based on demographics, behaviour, and preferences allows your brand to accurately tailor its content to each sector. Each group is unique, which means their offerings and messaging should be no different.
Personalise your Strategy
When creating strategies, we can get too focused on benefiting the company that we lose the thought of the end user – your audience. Personalise your digital strategy to benefit your audience. Every successful personalisation strategy starts with clear, defined objectives that help you clarify the purpose. It’s all about understanding what you aim to achieve with your strategy, whether that’s boosting user engagement, increasing conversion rates, or enhancing user loyalty. These objectives act as a foundational guide to help you craft, implement, and assess your brand messaging, and how it can benefit your audience.
Proactive Personalisation
Use AI and machine learning to predict your audience’s needs and preferences, offering tailored content and experiences. It is important to shift from reactive to proactive personalisation as brands can anticipate and cater to their audience’s needs before they are expressed.
So, let’s see how we can apply personalisation to your platforms!
Website
Personalised UX is all about making sure every website is a unique journey for each user. A customer journey map is a visual storyline of every engagement a customer has with a service, brand, or product. The customer journey mapping process puts the brand in the consumer’s mind to better understand the customer’s processes, needs, and perceptions. You should adapt website content, curate the layout to match each segment’s preferred customer journey, and update features in real-time to meet the visitor’s preferences and behaviours.
Social Media
Each social media platform has its own perks and regulations, so it’s important to know how to use them to the best of your advantage. Your social media strategy should reflect this as you tailor your content on each platform to maximise engagement.
Firstly, don’t get overwhelmed by the number of platforms available. Using your audience demographic, determine which platforms they visit most and shout about your offerings there.
For example, Facebook is a community-based platform, frequented by those ages 25-34. The majority of the 2.963 billion active users are female, who are on the platform for approximately 30 minutes. Whereas LinkedIn, for instance, is more tailored towards the workforce community of high-earning B2B professionals. The 930 million active users tend to be more male-focused, with 22% of the demographic visiting the app daily.
There are five key tips when tailoring your content:
- Know your audience and the platform: Every audience responds to something different, and understanding these differences is the first step to tailoring your content effectively.
- Customise visuals for the platform: Customising your visuals for each platform can help your content stand out and increase engagement.
- Channel-specific captions: This comes in line with knowing the platform. For example, Twitter has a character limit of 280, so it is important to keep your messaging clear and concise.
- Use hashtags strategically: Instagram lets you hashtag to your heart’s content with a recommended maximum of 30, whereas LinkedIn recommends to keep it short and sweet with 5.
- Ideal posting times: It’s great if your content has outstanding graphics with insightful captions, but it’s a waste if you’re posting when your audience isn’t active!
Once you understand the metrics, you can use the data from your audience to adapt your social media strategy. For example, if you notice that your engagement rate is low, you may need to change your content strategy or post at different times to reach your target audience.
Digital Marketing
Do your audience want a responsive brand that keeps up with the latest trends and industry insights? Well, blogs are perfect! Sharing relevant and informative blog posts on social media is a great way for businesses to establish themselves as thought leaders in their industry and connect with their audience. Blog posts can provide valuable information and insights to your followers and can help position your business as an expert in your field. Tailor your audience’s digital experience by writing about topics that interest your audience. You can find this information by monitoring their user journey and analysing your statistics.
Equally, email marketing is a great way to personalise your content and have a direct relationship with your subscribers! 77% of marketers say that email marketing is one of their most valued digital marketing channels. Using the analytics from your social platforms and blogs, you will know when your audience are most likely to be on their devices and what they are looking at in this time, giving you the perfect foundation for your email newsletter. Combining email marketing and social media will supercharge your content marketing strategy.
If you notice that your click-through rate is low, you may need to change your call-to-action or the landing page you’re promoting. It’s essential to continually analyse your metrics and make changes based on the results to improve the effectiveness of your social media content.
Do you want to personalise your content, but are you not sure where to start?
Get in touch with us and see how we can help you make your online messaging stand out above the rest!
