Personalization Does Not Equal Personal: Are You Addressing Your Customer the Right Way?
Hello (Insert Your Name Here)! If you saw your name appear several times throughout this post, (Your Name), then you may assume it was addressed to you. However, what if the content did not address your specific needs or interests? It would become apparently clear that it was not made for you after all. Perhaps it was created for someone else with your name? Or, perhaps the creator was focused on more on content personalization techniques than content engagement? How can you avoid this trap when creating your own content?
Welcoming New vs. Returning Visitors
You may have a special prompt box or landing page that welcomes brand new visitors to your content. However, what about your repeat visitors? Chances are that they do not want to see the same introductory messages and prompts. Think about it like a normal, face-to-face conversation. Hearing “nice to meet you” is a common response during that first visit, but what if you heard the same response after your 5th and 6th conversation?
The same principle applies to the target audience of your content. Modify the settings of your content accordingly to prevent your returning visitors from running on the “Nice to Meet You” hamster wheel.
Location, Location, Location
Using content personalization techniques wisely also means that you focus on the location of your visitors. Tracking geolocations makes this possible and simple to do – especially if you have a diversified collection of content to share. Certain content may only apply to customers in certain locations, which is why matching it appropriately with a little help from geolocations is a great idea.
For instance, the home base of your HVAC business might be in Los Angeles, California. When residents from that area visit your page, they may be greeted by daily deals and other promotions that will give them discounted rates on your service packages. On the other hand, someone from Virginia may visit your page just for helpful information on HVAC maintenance and troubleshooting tips. It would not make sense to overwhelm their user experience with coupons and service promotions, would it? Tracking geolocations will give you a better idea of how to properly address your prospective and existing customers.
Identify and Address Their Needs
Chances are you have been in a one-sided conversation with someone at least once in your life. He or she expects your undivided attention, but then basically ignores you when it is your turn to talk. The last thing you want is to involve your target audience members in a one-sided conversation but not identifying and addressing their specific needs and expectations.
As referenced above, using a customer’s name will mean very little if you are not able to satisfy their needs. When using various content personalization techniques to boost interest and engagement, make sure that you still shine a spotlight on your answers to their questions and solutions to their problems.
Ask for and Address Their Opinions
Another way to avoid relying heavily on content personalization techniques is to ask your readers and viewers to share their opinions. According to Forbes, this common tactic is frequently used at the end of a post or article. For instance, an estate planning lawyer may end an article about final expenses with the question, “Do you think it is necessary to establish a Trust for your estate?”
Once your visitor makes it to the end of your content, he or she may feel compelled to answer your question. You can then use those responses to form the foundation of a new post or article. Do not make the mistake of asking for an opinion with no intention of responding to it. In addition to missing out on a golden opportunity for exposure, you will jeopardize your existing engagement rate.
Maintain Consistency with Your Communication
The consistency of your brand persona plays a vital role in the engagement and exposure of your online presence. You have worked hard to establish a high-quality persona and overall presence within your industry. However, losing the consistency of your voice will cause you to lose your audience. This is an important point to consider, especially if you decide to venture down the road of outsourcing your content. From blog posts and long-form articles to tweets and Pinterest pics, you must ensure that your clearly defined brand persona remains intact across the board.
What’s in a Name?
At the end of the day, that is the main question you should remember. Content personalization techniques are effective if you know how to use them wisely. As referenced above, addressing your customers the right way requires a lot more than just mentioning their names throughout each post. Even if you do not mention their name at all in your content, they will be more impressed if you mention their needs. Doing so will reassure your audience members that they have come to the right place and will encourage them to keep coming back for more.