6 tips to create tailor-made content to up your marketing game

11th May 2017
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Gone are the days of one-size-fits-all. Today’s world is marked by custom fits and tailored products. Personalised marketing is catching on as a trend. Generic blast mails will not do a thing for your company, with studies showing that three out of four companies personalise their marketing efforts.

Customers want companies to speak in terms of their own wants and interests, which is why organisations are increasingly showing interest in personalised marketing. Knowing your customers will help ease the process as you’ll know exactly how to hit the nail on the head. Here are different types of information you can gather about your audience and how you can use them to personalise your marketing.

Image : shutterstock

Image : shutterstock

Demographics and interest

Occupation, name, age, gender, and marital status are some factors that can be used to create targeted content for your audience. The second category includes certain life events such as purchasing a first home, moving to a new area, becoming a parent for the first time, etc. A company needs to be thoughtful while providing content that aligns with such important life events of people. Life stages like the presence of children in the home, whether someone owns or rents, if an individual is a business owner etc. all help to understand the inner workings of a person’s mind and help provide content that is well placed and more relevant to them.

Recent purchases

For retailers looking to cross-sell to their customers, tracking the recent purchases made by your customer either from your website or the internet at large is a great way to understand their exact needs. For example, whenever I buy a certain kind of cosmetic, Flipkart does not fail to show me the related ones or the ones that other customers have bought.

Types of content being viewed

To help target them better and to push more relevant content towards them, keeping a tab on your webpage visitor’s web activities will help in quickening that process. Make sure that you do this in a non-creepy and non-stalker kind of way.

Newsletter subscription

If someone signs up for the email newsletter, you can take advantage of preference centres to find out what topics your subscribers might want to learn more about. Additionally, if someone subscribes for your content, that means they are likely very engaged with your brand, and may be open to learning more about it.

Abandoned carts

These are great to find out when and what your customer wants, especially if you’re an ecommerce business. Use abandoned shopping cart information to remarket those forgotten items to them via display ads or email campaigns, perhaps even offering a discount they can’t refuse.

Site arrivals

Getting to know bits and pieces of information such as how your site visitors arrive, or what kind of referrals they use, or even the keywords used during a simple Google search can help you get one step closer to knowing your customer better. Call-to-action buttons work the best over here.

Personalisation is the way to your customer’s heart and the best way to retain customers is to understand what they want and when they want it. Having that information in your pocket can prove to be very beneficial during later stages of business expansion.

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