The one size fits all approach to digital marketing just doesn’t cut it anymore. Your audience wants a conversation and an experience with you, and yet your website is just a mass broadcast.
Email marketing leads the way, but even then the personalisation is often basic – a first name here, a list of related products there.
Your customers want something better. They want you to talk to them. And for it to feel real and not like some kind of basic logic that has dumped them in some generic segment.
And the thing is, you can actually do this. You know so much about your customers. If you’re further down the line and have a Marketing Automation platform in place, you may already be delivering (quasi) personalised emails and campaigns.
But what about the average website visitor? The one who didn’t come to you from an email, hasn’t logged in or downloaded a whitepaper.
You know, just about 95% of your website audience….
How do you personalise your online conversation with them? Well its actually not too hard, and all the information you need to get started is there waiting for you:
- The time of day
- What device the user is on
- The size of their screen
- The default language of their browser and their geographical location
- How they came to your site
- If its their first visit, or they’ve come back twice in a day
- What they’ve viewed on your site and for how long
So when you think about it, you’ve actually got enough information to build an intelligent conversation with your ‘unknown user’.
Putting personalisation into action
Imagine the following possible scenarios:
User A visits when its 8am in London from an iPhone: Let alone tailoring the layout for mobile (that’s surely a no brainer for everyone by now), you greet him the same way as you would in an email – “Good morning, here’s some of our latest thinking to help pass your morning commute…”
User B visits your site, looks at one specific product range and then leaves. An hour later he returns. You know he’s a repeat visitor and what he’s interested in, so change that homepage around with a focus on that content. Get that live chat box up with a message saying ‘Hey, I can see you are interested in X, is there anything we could do to help or questions you have?
User C searches for “product Z” on Google and arrives at your homepage. Change the homepage banner to focus on product Z, and greet them with an option to sign up for all the latest news on X, Y and Z.
The important point is that this audience, that you don’t know, has an enjoyable, ‘personalised’ conversation with you from the very first point of contact to the last.
You give them content just for them, you speak just to them, give them content that is relevant to their context, and this conversation will give you a far greater opportunity to develop your relationship with them as a customer.