Our job as marketers is to create relevant content that resonates with the correct audience. We are here to help push messages and create campaigns that actually sell. Sometimes the problem we make is that we tend to lump all of our customers into this one general category instead of developing comprehensive buyer personas which can help with developing content.
In order to be successful, your marketing team or team lead must create the right content for the right people instead of a generalized approach.
Many times while personalizing marketing messages and generalizing your audience, the content fails to connect with the customer and in turn fails to do its job.
To help with your success, I have identified 3 common marketing personalization mistakes you can avoid and steps you can take to remedy the problem to improve your marketing efforts.
Let's get into it:
Mistake #1: Thinking every device is the same.
Customers are visiting your site from every device imaginable today. The experience of browsing, shopping, and usage are all very different from each device. So why do marketers still have the same website across each device? It might be time for an upgrade.
You can make your site responsive to show general information in a more organized manner. On the other hand, you can use smart content to deliver the experiences to the customer, For example if your goal is to generate more downloads to your offer. Consider allowing the mobile visitors to get the ebook in an email rather than downloading it on the phone.
Mistake #2: Forgetting about existing customers.
A lot of us sell to our existing customers, so why don’t we create customized experiences for our customer?
Instead of using the same marketing message to your customer as you lead and prospect, think about delivering a more customized message based on their unique circumstances. Using smart content, you are able to achieve this.
Let us look at an example: Imagine a fictional company who provides employee scheduling software. Their message to prospects, MQL ( Marketing Qualified Lead ), and customers might go like this.
- Prospects: “Save more time and make more money by scheduling properly“
- Marketing Qualified Lead: “Over 10,000 customers have saved time and money by using our software to create their employee schedules.“
- Customer: “Login now to schedule your next meeting or speak to your account manager.“
Mistake #3: Assuming your data from the marketing efforts is 100% accurate
Email databases are rotting at 23% percent a year, if you don’t keep an eye on the data or consistently update, the data you are looking to use in personalization could be well out of date.
So how do you keep your data up-to-date for real personalized marketing?
Hubspots, all in one marketing software you are able to use progressive profiling, which enables users to switch new questions for visitors rather than encountering the same forms over and over.
Example: A user visiting your site for the first time might encounter a form that ask for basic information such as first name, last name, company, email. On the visitors second encounter, you might ask them about company size, budget, number of employees, etc.
These are just a few examples of how marketers make personalization mistakes and how you can avoid them. If you would like more information on how to utilize personalization in your marketing efforts or seeking a hub spot certified partner, let's set up a consultation.