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How to Use Dynamic Content Personalisation to Increase Website Engagement

by Siv Rauv

02 Feb 2017

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Content personalisation is the key to mastering successful marketing campaigns, engaging website visitors and converting prospects to customers. Whether a a prospect visits your website and is presented with offers relevant to their location and interests, or their name appears when they open your email newsletters, personalisation is a strong step towards converting customers and deepening engagement with them. Having a personal website marketing strategy also sets businesses apart, helping to build authority, trust and popularity with their audience. All of these benefits contribute to a successful content personalisation strategy designed to advance your business in today’s highly competitive marketing-driven world.

Smart Insights takes an in-depth look at surveys from Demand Metric, who asked businesses questions about their use of content personalisation. The results were informative and revealed trends for successful implementation of content personalisation. 61% of marketers said they personalise their content as part of their campaigns. So the majority are using the method, but how many of them know how to use it effectively? 48% of respondents agreed that personalised over “unpersonalised” content was a more effective way of engaging and converting. However, 59% stated a lack of technology resources as the main reason for not personalising content. Now we stumble across the big issue. If the technology is not readily available to businesses, how can they achieve the benefits of content personalisation?

Relationship-Driven Marketing

Content personalisation is data-driven. The data you gather from your customers from forms, surveys and sign-ups is all you need to begin using personalisation to your advantage.

Leading marketing tool, HubSpot, calls it relationship-driven marketing. Using data to personalise your content for viewers and customers produces meaningful customer relationships, loyalists and brand advocates. No matter what it’s being called, dynamic content personalisation is everywhere these days. If a company doesn’t implement content personalisation, they risk losing customer loyalty and interest in favour of competitors who are more eager to meet personal needs. In a study, Hubspot found that personalised CTAs convert 202% better than default versions.

Since the strategy is so popular now, there are several tools out there to help businesses reach their personalisation goals. Websites and email are the main environments where content personalisation sees the most success, and tools offered by marketing platforms like HubSpot and website platform providers like Elcom are helping businesses achieve content personalisation easily.

How to Use Dynamic Content Personalisation to Increase Website Engagement

Here are a few tools and tips to help you understand how content can be personalised for websites and email:

Website Content Personalisation

In many cases, a visitor’s impression of your website lays the groundwork for the rest of the relationship you build with that visitor. You want them to have a positive and relevant experience on your site so they come back looking for more. You can do this through website best practices like good design, but personalisation is also key.

One of the most important features of dynamic content personalisation to get right on a website, is geography. Let’s say your company has an international website for selling products. Your physical company is based in Australia. You might like to advertise “free shipping within Australia for purchases over $50.” That will draw in a lot of customers, right? Not necessarily - only if they are within Australia.

Using targeted geo location tools allows you to only show those kinds of offers to those it is relevant to. Based on the data you have collected, customers in Australia will see that offer, while customers in the USA might see a separate sales offer. Elcom’s IP Geo Location Module is a good example of this. It enables websites to intelligently serve localised content to visitors based on their country. This ensures your website will always be relevant to visitors, encouraging them to continually return to access content they are personally interested in, leading to higher conversion rates.

Email Content Personalisation

Once you’ve got the leads, nurturing them with email newsletters is a great way to keep them interested and involved in your company and offers (if they signed up, of course). However, there’s nothing worse than receiving monthly emails containing content that isn’t relevant to you. Most contacts will end up unsubscribing or bringing your click-through-rate down by not engaging with the content at all.

Personalisation keeps emails interesting, relevant and fresh instead of monotonous. That’s why Elcom’s Personalised Newsletter feature was recently updated to keep on track with personalisation trends and functions. Email personalisation tools should make campaign capabilities flexible and make it easy to send personalised emails to subscribers. Targeted news announcements, messages and promotional information relevant to each subscriber based on data or accounts makes the email experience that much more valuable.

Personalisation is here to stay for as long as it keeps producing successful results for businesses. Personalisation goes beyond a social media presence and targeted content. It should envelop a user’s entire experience with your company, whether that is through email or site browsing.

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