Most marketers know the importance of creating unique content for different social networks. Would you use, for example, the same text in a paid search and in a tweet? I hope you do a no-brainer behind your screen.
Yet many marketers are not always prepared for what happens when a visitor actually clicks on a link and arrives on their website.
If a visitor arrives from a paid advertisement promising a discount coupon but does not see this famous coupon on your site, how do you think he will react? He will most certainly be confused and probably frustrated.
However, according to a study by SEO Services Guru, less than 10% of B2B companies use personalized website content.
Companies that use personalized content benefit from significant benefits. According to an E-consultancy report, companies that personalize their website see their sales increase by 19% on average.
Visitors who arrive on one of your pages from social networks generally have different reasons and interests of visitors arriving through paid campaigns or email marketing. Why not meet their expectations?
Personalized content for campaigns on social networks
For example, a person who has clicked on a link on Twitter is undoubtedly familiar with this network and may share content. In his case, Twitter is his last source of social reference.
By creating custom content for a visitor’s latest social reference source, you can determine which platform it will probably share your content with.
You can include text references to the visitors ‘ sources to answer their points of interest.
Here are some examples of custom content created for visitors from specific social sources: Facebook and Twitter.
For Facebook users:
Facebook has more small businesses than ever: 30 million, according to TechCrunch. The competition for a natural traffic becomes every day more and more lively.
However, by customizing your content for visitors who reach your website from Facebook, you can increase customer activity and their commitment to the social network.
The following example contains text and sharing buttons on custom social networks (indicated by red markers), specially designed for visitors from Facebook.
The Facebook sharing button on this company’s website allows visitors from the network to instantly share this content, with a single click, on their own page. You also see a custom text that clearly mentions Facebook.
It’s a win-win: The content is personalized for visitors from Facebook, so they can easily share it, and it responds to their unique social networking preferences.
For Twitter users:
According to MediaBistro, 67% of Twitter users are far more likely to buy the products of a brand they follow on Twitter.
If you are already using Twitter to develop the presence of your brand, go to the next step by customizing the content of your website for the users of this network: this way, you will improve their experience with your brand.
For example, a click-to-Tweet button makes it easy for Twitter users to share the content of your business.
If they like to use Twitter, visitors to your site will be able to quickly share these short and attractive quotes on the network, without needing to leave your site.
Are you envious? To help you get started, here are some simple methods that your customers will love to personalize your content by a reference source.
Personalized content for email campaigns
Creating a successful email campaign involves establishing a list of recipients with specific points of interest. But why spend so much time choosing them carefully if you just direct them to a generic page that is for everyone?
To give them a better user experience, give them a page whose content has been personalized for their points of interest.
Suppose HubSpot creates an email campaign for customers who might like a photo-editing feature in their product.
In the email addressed to these people, they will include a link to the company’s product page, which contains more information about this feature.
However, there is a problem: This photo-editing feature is not mentioned at the top of the page. When the recipients of the email click on the link, they will first see another feature, while the one that interested them is very far away, forcing the recipients to scroll to find it.
How to solve this problem?
The good news is that you don’t need to create unique product pages for each email list because it would take too long.
By customizing your content by e-mail reference source, you can rely on an existing page and thus highlight the specific part that interests visitors from this e-mail source.
When the recipient of email clicks on a link, it will not arrive on a generic product page, but on a custom page that will first show the photo editing feature: So that’s the first thing, we’ll see.
The key is to personalize your content for each individual visitor. By customizing by e-mail reference source, you will be able to highlight information, such as an image, video, or gif, that caters to the unique needs of visitors as soon as they arrive on your page.
Personalized content for SEM campaigns if you decide to devote a portion of your budget to paid search advertisements; it is a good idea for people clicking on these advertisements to reach pages that are optimized for conversion.
It can be very frustrating for a visitor to read some text in an advertisement, such as information on balances, then arrive on your site and see no further details about it.
However, if you personalize your content for visitors from a specific paid search campaign, you can highlight key information in the advertisement directly on an existing Web page to increase the rate of Converting and improving the overall user experience.
Let’s look at the example below
This company specializing in dresses has launched a marketing campaign for its new collection. To this end, it has created a series of paid search advertisements on Google that provide an exclusive discount code, framed in red below.
Initially, the company’s paid research advertisement returned to the generic product page of the new collection, which all visitors could view (framed in black below).
Personalized content for paid advertising campaigns helps visitors find the information they are looking for while increasing the conversion rate and the number of customers satisfied with your website.
You now know that it is essential to personalize your content according to the distribution channel. However, do you know how to produce quality content that will appeal to your audience?