Membership based secure web portal solutions offer one of the best ways to engage your customers with personalised content so use it to your advantage
As covered in an earlier blog post, Keeping a Member Portal Alive With Captivating Content, building your portal on the right web content management system will enable you to keep your customers informed and engaged through the use of communication features such as news alerts and information bulletins.
Today we delve further into web portal software and implementation best practices.
Your content management system should also enable you to personalise content based on the profile and interests of your customers, deepening your relationship and their opinion of your brand as a trusted source of information.
If someone is a member of a portal or an extranet they are usually customers of your organisation. A portal is how you manage membership so your customers can login to engage with your content and services. Because someone has joined or “signed up” and needs to login to authenticate it is reasonable for them to feel you should know them and treat them as individuals by only communicating relevant information.
Making your members wade through content they are not interested misses the opportunity content personalisation provides. A portal provides access to services, a place to transact, learn and stay informed, it’s also where people can be part of a community. Personalisation builds trust and rapport and helps your brand get mentioned as a source of relevant information.
According to a study by Econsultancy, the benefits of content personalisation is clear with 77% of digital marketers believing personalisation based on purchase history has a high impact on ROI. Moreover, 70% use increased conversions to measure the impact of personalisation on ROI.
That study indicated consent as the number one step to perfect personalisation, which bodes well for delivering content to your members via a corporate or enterprise portal.
Making the Most of a Personalised Portal Experience
Here are some content personalisation strategies to keep members engaged and coming back.
Getting the basics right.
To deliver effective personalisation, start with the data you already have. Leverage first-party and zero-party data—information that members willingly share—to create a clear picture of who they are and what they need. For example:
- First-party data: Analyse member activity within the portal, such as content they’ve accessed, searches they’ve performed, and time spent on specific pages.
- Zero-Party Data: Use surveys, polls, or onboarding questionnaires to gather insights directly from members about their preferences and goals.
Content which appeals to the member’s interests.
For example, a health fund can promote content on health and fitness activities to younger members who have made a physiotherapy claim in the past 12 months. Similarly, advice on vision and hearing assistance technology can be pushed to members over 50. The key to success is understanding your audience, their needs and interests and mapping this data to content appropriately.
Relevant marketing offers.
Personalised content can be the driver for direct offers with higher than average success rates. The immediate opportunity is with members’ previous purchases. For example, a student who has completed a beginner’s French language course might be interested in an article about “Stepping up from beginner to intermediate French”. A subsequent offer can be made for those students who have implied interest by reading the article.
Extend the brand’s reach.
Content personalisation can also play a big role in encouraging members to refer the brand to a wider audience. For example, a telco might have a guide to setting up a home office targeted at SME plan customers. It can offer an incentive (like a reward on their subscription) to those members who share the guide on social media or any other channel.
Make It seamless across devices.
In an era where mobile usage dominates, your personalisation efforts must extend seamlessly to mobile platforms. Ensure your membership portal is optimised for mobile, with responsive design and intuitive navigation that makes accessing personalised content just as easy on a smartphone as it is on a desktop.
Build trust through transparency.
As privacy concerns grow, it’s essential to prioritise transparency in how you use member data. Clearly communicate the benefits of sharing information, such as receiving customised recommendations, exclusive offers, or content tailored to their interests. This builds trust and strengthens your relationship with members.
Deliver consistency across channels.
Personalisation doesn’t stop at the portal. Members expect a unified experience across all touchpoints, whether they’re engaging via email, social media, or in person. Ensure your messaging and content align across these channels, creating a seamless journey for your members.
Final Thoughts
Discover the user experience, customer satisfaction and social marketing potential of portal content personalisation.
Turn members into brand advocates by keeping information and offers relevant and the conversion rates will be rewarding.
For more insights on portals, we recommend you check out the 'Portal Best Practices Playbook'.
