What is Personalized Content & How is it Driving Sales?
Personalized content is effective because people have action triggers, and personalization with a variable reward helps trigger a chemical reaction in the brain—a dopamine release—and a response. A good example of this would be the Coca-Cola’s recent campaign with first names on its bottles. It’s fun and exciting for people to find their name on a bottle. Not knowing whether or not they will find a bottle with their name makes it an exciting surprise when they do.
When you personalize something in an unexpected way, it makes the person on the receiving end feel good and prompts them to react.
Here are some tips for personalization:
- Listen to your customers and interact with them as regularly as possible.
- Handle everyone like a buyer.
- Adopt technologies that support personalization.
Typically, customers will do research on your brand and the solution you’re offering them. This means they’re reading your website and materials a few times before starting a conversation. There are several marketing tools available that allow you to see who’s doing what on your website.
There are also tools for changing the content or messages on your site based on what those people are doing and how many times they’ve visited. By doing that, the tool is essentially taking customers by the hand and digitally guiding them through the funnel process. Personalization leads to quicker wins because subconsciously the customer feels that your solution is right for them, even if they don’t realize this process is happening, according to Marketing Profs.
A study published by Gartner found that by 2018, companies that have fully invested in all types of personalization will outsell companies that have not by 20 percent. An increased level of personalized content also helps build relationships. Consumers are more likely to interact with you if they think you understand them. When you get to know your customers, you’re able to send them highly relevant content that they’ll be more likely to engage with.