Content personalization improves conversion rates. Showing a prospective customer that their needs are understood makes them feel valued, which helps you to build a connection and increase your chances of landing their business.
Although B2B businesses are focused on selling to organizations, the procurement officer is, ultimately, still a person. So, if you want to boost sales, you need to tailor your content to speak to whoever’s behind the screen.
In recent years, AI has changed the content personalization game. It’s a powerful tool for creating tailored content, but you need to use the right program for the job if you want to create valuable, engaging content that drives conversions.
What Is Content Personalization?
Content personalization is the process of creating customized, targeted marketing content. The result is highly engaging content that your prospects find valuable and respond positively to.
In the past, it was tough to create personalized content at scale. But with the help of AI, all it takes now is a few clicks to deliver personalized content that follows B2B marketing best practices to thousands of potential clients.
Keep in mind that you need various types of data to create targeted content that resonates with your audience, including:
- Firmographics: Business industry, location, size, structure, and performance
- Behavioral data: How a business interacts with your online assets
- CRM data: Information held about existing customers
- Intent data: What businesses are researching or interested in online
Why Does Content Personalization Matter?
Content personalization shows prospects that you care about their individual experience, struggles, and needs. This creates a sense of connection between your business and theirs, which can make them feel more inclined to choose your product or service over another organization’s.
According to Salesforce Research, 86% of business buyers are more likely to buy a product if a seller understands their goals. However, 73% say that most interactions throughout the sales cycle feel transactional.
By not personalizing content, your engagement rates suffer, which leads to wasted resources. This also lessens your competitive edge because you’re not standing out from your competitors.
The same Salesforce research indicates that nearly three-quarters of customers expect better personalization as technology advances, so personalization is only going to become more important as time goes on. AI can help with this, but non-specialized tools tend to create content that isn’t brand-aligned or personalized, which lessens its value.
Types of Personalized Content
You can personalize adverts, email assets (like custom email banners), landing pages, and other content to speak directly to your target audience. To optimize your results, focus on customizing the content types that make sense for your niche and business goals.
Advantages of Delivering Personalized Content
Content personalization isn’t just the latest marketing buzzword. It’s a valuable tool for creating and delivering relevant and valuable content to your audience and, in turn, guiding prospects through the funnel.
Enhances Customer Experiences
Your target audience doesn’t need – or want – to see content that’s not relevant to them. According to McKinsey research, 76% of consumers get frustrated when they don’t find personalization in ads targeted at them. And while this statistic applies to B2C marketing, people don’t leave their expectations behind when they go to work.
Additional research from McKinsey shows that 66% of B2B customers expect the same or better personalization in their professional versus their personal lives.
To enhance your prospects’ experience, you can personalize content at an earlier stage in the funnel – right after the awareness stage. This lines up customization for the remaining stages, driving prospects to buy your product or service over another organization’s.
Example of Enhanced Customer Experience Through Personalization
Premium office furniture retailer Branch saw a 113% increase in the revenue their digital ads generated after identifying the most effective advertising platforms and personalizing the adverts that appear – for example, promoting desks versus office chairs – on those channels.
Encourages Customer Loyalty
Customers are more likely to stick with your business if they feel like you know them personally. In fact, 61% of consumers are likely to stop using a brand if their customer experience isn’t personalized.
Using engaging, dynamic content to provide value for your customers is a surefire way to retain them. But you’ll want to focus on the right information when creating it, so it doesn't end up sounding like a misspelled Starbucks coffee order.
Improves Conversions
Personalization improves conversion rates because it boosts brand engagement, resulting in increased sales and customer loyalty. McKinsey found that consumers are more likely to consider purchasing from brands that personalize. And as we’ve seen, expectations like this translate from personal to business easily.
Here’s a real-life example: a Userled client increased their click-through rate (CTR) from 3.7% to 16% on cold emails using our assets.
How to Personalize Content for Your Audience
Personalizing content can be difficult, but the simple steps below will help you do so quickly and effectively.
Collect and Study Data
Collecting the right data points, intent and signals from your target audience is always the first step in personalizing content. You need to bring your target account list and buyer persona data in from your CRM before you can start the content customization process and distribute it across channels.
You don’t want your data to be too broad or too specific, so it’s important to strike a balance. Here are a few ways you can collect relevant data from your target accounts:
- Interactions on landing pages
- Demos booked
- Lead-generation assets
Once you have all your data, make sure to build a target account list in your customer relationship management (CRM) software, so you can use it to deliver customized content.
Find the Right Audience Segments (Target Audience)
Now that you’ve got a broad dataset of potential customers, it’s time to section it off into customer segments. You can have any number of these segments, but each must be distinct in its needs, wants, and pain points. Then, you can tailor your content to address those pain points.
Now is also the time to gather relevant data points and intent signals, for example, whether the target account is:
- Scaling
- Hiring
- Visiting your website
- Showing interest in your product or service
- Using specific tools or tech
- Interacting with your partners
Doing this will help narrow your focus without removing too much from your datasets. You can then create a dynamic list of accounts and contacts based on their industry and buying stage, for example.
Pick a Channel or Content Format
Figure out where your target accounts are spending their time, as well as which channels are most suitable for your business, and use those channels to advertise and market to them.
Stick to channels that are likely to drive the most value for your business rather than draining resources by focusing on less relevant platforms. For example, promoting professional services on LinkedIn might be more appropriate than posting videos on TikTok.
Create Relevant Content
Next, it’s time to create personalized content that will speak to your target accounts, give them the value they desire, and bring in qualified leads and revenue for your business.
This used to be the most time-consuming part of the content personalization process, as it required creating different content for each of your segments. Now, with the help of AI tools, you can create this customized content without the hassle of manual labor.
Userled’s content creation tool helps you to create ads in seconds. It integrates with your CRM to enable you to accurately target your audience segments, and once you’ve generated the personalized content you need, it’s easy for your marketing and sales teams to distribute the content to the channels you identified earlier.
Monitor and Optimize
Now that you’ve released your content onto your various platforms and channels, it’s time to monitor how well it’s performing.
With Userled, you can access your ad engagement data right in your CRM. This allows you to view your target account’s needs, wants, and pain points, and identify whether your advert is successfully answering those to drive engagement.
This not only helps you achieve your objectives but also assists in analyzing how well the campaign is performing. For example, you can measure how many calls came through from a button on a landing page versus how many people clicked the button.
Remember, it’s almost impossible to have an optimized advert on its very first iteration, so don’t be disheartened if you’re not getting the results you wanted right away.
If you’ve made a mistake, whether that’s in the content you created or the way you segmented your audiences, you can easily correct it. Each campaign will have its own set of wins and challenges; the key is to keep monitoring and optimizing as you go.
Implementing Personalized Content Strategies
There are a few ways to implement personalized content strategies. Let’s take a look at a few of the most common: emails, landing pages, and retargeting ads.
Using interactive content on landing pages and emails
Landing pages and emails go hand-in-hand. There’s no use in having a personalized email without an equally customized and valuable landing page. Likewise, having a generic, valueless email won’t get potential customers to click on a button that takes them to a high-converting landing page.
Landing pages have another benefit – they can help you collect valuable customer data through interactive elements like videos, calculators, and other useful tools. This tailored approach boosts user engagement and conversion rates.
Retargeting ads based on audience segments
Prospects’ interactions with your digital assets provide you with insights into their behavior and needs. Once they’ve visited your website, followed a link in an email or clicked on a social media post, it’s easy to create retargeting ads to speak to them.
Customers who have previously shown interest in your products or services are already in your marketing funnel. Using the behavioral data you gather from their online activities can help you drive further engagement and potentially lead them to a conversion.
You can also take advantage of AI and machine learning tools to monitor your ad performance and refine your retargeting ads. This can help you improve conversion rates and boost customer lifetime value (CLV).
How Userled Can Help You Personalize Content
Creating content the traditional way can take a long time – not to mention the data analysis you need to conduct when personalizing.
Thanks to software like Userled that scales personalization, it no longer takes days or weeks to create tailored content for each segment, whether it’s industry-, account-, contact- or persona-based. You get personalized content for your target accounts in seconds.
These tools can also improve engagement, conversion rates and pipeline generation. On average, Userled customers see a 67% increase in engagement and a 27% increase in pipeline generation from target accounts.
To see how it works, try out our free asset generator, where you can preview custom LinkedIn ads, Meta ads, Google ads, email banners, and landing pages in no time. We’ll show you just how easy it is to implement content personalization, even before you do business with us.
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
