There’s a lot of data out there being created by your customers. Every time they visit your website, interact with you on social media, or give you a call, they are leaving behind a wealth of data that can be analyzed and then used to personalize content. Here are just a few of the ways that you can take all that data and personalize your company’s content.
#1: Create personalized content by customer persona
There are different types of people visiting your website all the time. There could be members of an IT team, looking for very precise technical information. There could be members of a marketing and advertising team looking for new insights. Or there could be high-level decision-makers looking for a very obvious statement of your company’s major value proposition. The point is that all of these “personas” are looking for different types of information and insights.
By studying how people are using your website, you can begin to develop the type of content that meets these needs. For members of the IT team, for example, you can create very specialized white papers filled with technical specifications. For members of the C-Suite, you might create short videos that clearly lay out the positives and benefits of using your solution.
#2: Create personalized content by vertical
It’s not only that there are different types of customers who are looking for information, there are customers from entirely different verticals. If you’re a software provider, for example, you might have clients in the healthcare, financial services and retail sectors. And each of those clients wants to see different use cases, different examples and different scenarios.
So that represents a great opportunity to personalize your content according to data and information you already have for what works – and what doesn’t work – for different verticals, industries and sectors. A little personalization can go a long way here in convincing a prospect that you have exactly the right solution for them.
#3: Create blogs, videos and podcasts around customer “pain points”
Every customer has a specific “pain point” – a problem that they are looking to address. Think about the way people search for information on Google. One popular search starts off with “How do I…” This might be something very broad, like “How do I find new customers?” or it might be very specific. The point is, customers tend to search for things that they need help solving.
And so that represents another great opportunity to help them solve their problem. One way to do that is to figure out exactly what they are searching for, and then creating blog, video or podcast content that narrows in on a very specific problem. You might even label the blog or video with the exact question they are trying to solve.
Thus, there’s a lot that B2B marketers can do to personalize the customer experience. In some cases, it requires taking content that’s already been created, and then simply slicing and dicing it for a specific audience, niche or vertical. By doing so, you can address customer pain points directly and possibly win over new customers.
IMAGE: Designed by Freepik
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.