Everybody in the digital marketing business is adjusting their tent to accommodate the increasing importance of content. Some go as far as calling it the “king of marketing.” So, it’s safe to say the amount of information being produced increases on a daily basis, but how much engages customers with tailored product content? Not much.
The major challenge in these competitive times is to produce content that is unique and able to connect with customers on a higher level than ever before. With technology advancing at the speed of light, tailored content may just be the answer to solve this challenge.
If your content is the food to entice your customers to have a taste of your brand, tailored product content is their favorite treat that gives them an extraordinary experience. We keep talking about making an impact, but how are brands going to do so in the light of increasing competition?
Consumers are exposed to countless advertising messages and product content and brands who wish to rise above this must be ready to break through the clutter. Tailored content helps brands meet consumers’ needs much more than content that is generally produced.
Consumers will beat a path to the site that offers information on products that are going to be useful to them and help them satisfy their needs. They need content that gives them a perfect fit for their needs and wants.
When content is tailored around your product to specific customers, it can increase traffic to your site. It is not your physical product that matters but the value your products and services can offer to your market. Thus, your ability to communicate the value to your customers can best shine through to them through tailored product content.
What Does Tailored Product Content Really Mean?
In a study conducted by Accenture, 73% of consumers blatantly preferred businesses that offered personalized shopping experiences. Customers will be ready to give anything for an experience that feels personal and meaningful to their experience.
If the content is not valuable to an audence, it is not content but just purposeless writing. The goal of tailored product content (or targeted content) is to achieve marketing goals and objectives.
Your content must communicate your brand promise to different buyer personas and answer their different needs. Tailor marketing-oriented content to the product in a way that it becomes valuable and relevant to your customers. When you become relevant to your existing customers, your audience naturally begins to grow.
Think of personalized content as having a direct conversation with your customers. It means that you are delivering the exact solution to their problems. Of course, content that piques people’s interest and is specific to their needs will naturally attract them.
First Things First: Identify Your Buyer Personas
“Do you think you know your customers as much as you need to?” is a question that brands should regularly ask themselves. Of course, the answer depends on continuously assessing customer research.
There is nothing you can do in marketing without knowing the consumers or target market you wish to serve. You need to identify your buyer personas because they will serve as a guide to tailoring your content in line with their needs. Personas are a collection of the characteristics that your ideal customers have. If your content is not attracting and sustaining their interest, there is a problem somewhere.
The deeper you get into segmenting your customers as a result of differences your buyer personas has uncovered, the more effective you can develop different content that can address these differences.
Often, brands make the mistake of using the initial buyer personas from their initial marketing plans. This can be a deadly mistake because customers change and you could miss out on a customer segment that could benefit from the product types you currently offer.
Always update the customer database that can make you miss opportunities to serve your market better. Always carry out research. Ensure that you write your content for the right audience, taking into account changes in their needs and preferences.
Best Tips for Tailoring Content Around Your Product
Today’s customer looks to research to gather information about brands. They make their selection based on the brand that has what they need to solve their problems. In the information search process, they look for social proof. They want to know if others liked the products too by consciously searching for and reading reviews, ratings, and recommendations. The final selection depends on products that best suit their personal identity while satisfying their needs.
However, before you think of personalizing your content, you must identify and develop your brand’s core values and goals. You need to figure out what differentiates you from your competitors. For example, it could be your distinguishing service or other benefits that customers should expect from you. Strive to promote it to your customers. Marry your brand identity with the content you are developing for quality production.
Personalize Your Website
It is important for brands to help users find useful value through the content they produce. Have you ever wondered why a lot of visitors will go to a website and see different versions of the site? That is the power of personalization and it is one that can give you great conversions.
The truth is that people visit websites for so many reasons. The biggest mistake you can make is to create your content to satisfy a specific intention. Often, brands try to generalize their content to satisfy the needs of as many shoppers as possible.
You can personalize your content by displaying different content to different visitors to your site. No wonder Blair Lyon said: “Creating a one-to-one customer experience significantly contributes to customers that are highly engaged and this, in turn, has a direct impact on the bottom line of the merchants.” Tailoring product content helps you target content to different people where it matters most based on their buyer personas.
The same content customers see when searching for information is not the same content that you should display to those coming with the intention of purchasing from you. Tailoring your product content means speaking the language of these different groups. Doing this makes them feel like the site was customized solely for them.
To do this, collect data about your site visitors. Personalize content according to their location, device, search keywords, visit frequency, customer history, and so much more.
Some sites go the extra mile. To make the buying process easier for their customers, they convert the price of their product to local currencies. Thus, this reduces the friction of checking out. It rewards users with faster checkout.
Personalize Your Email Campaigns
Email marketing has become much more popular. As a cost-effective channel, email encourages long-term interactions between a brand and its customers, building brand awareness. As we already know, email marketing is a communication channel where our content can shine through to targeted prospects. You must personalize your mail to your individual customers.
Users express a desire for further interaction when they subscribe to an email list. The major obstacle is getting the customers to accept to subscribe to your brand. Tailoring and personalizing content to their needs and wants can get their foot in the right place.
Through email marketing, brands have the opportunity to interact with customers where it matters most – their inbox. After all, people often check it on a daily basis. Take care to ensure that you do not bombard them with too many messages. Otherwise, your hard work will go straight to spam.
It’s important ensure that relevant product content will always keep customers expecting more. Email marketing affords brands the opportunity of conveying their message across to customers directly and regularly. Hence, the tone of the message and the content matters a lot. Apply personal touch across all correspondences sent across from welcome mail to future email correspondence.
Personalize Your Social Media Campaigns
Social media platforms are popular media platforms to increase the awareness of brands. You need to know the platform that your buyer personas make use of; the one that they are most comfortable interacting with.
Make your social correspondences much more personal to increase conversions. In order to do this right, there is need to have the right data at your fingertips. This will help you know your audiences better and target messages to their specific needs. Your content should be such that it captures the interest of your audience at every point in their journey.
While consistency is important, don’t dish out the same message across all your social media platforms. Each platform needs different writing styles and content to work effectively. Discover the best strategies that work best for each platform and use it to generate deeper engagement.
Listen and listen really hard. Social media platforms give you room to converse with your audience and know their pain points on a personal level. This will help you address these problems with effective solutions that satisfy your customers.
Make a decision about the voice with which you want your brand to identify. Communicate messaging in a consistent brand voice across all platforms you engage your customers on. This should be in line with the personas your message is addressing. Of course, your voice cannot be rigid or professional if you wish to appeal to teenagers or younger audiences.
The goal here is to find effective ways to engage your customers. It is important that your customers feel you address their needs. Therefore, you must respond to questions and comments in a timely manner.
Advantages of Tailoring Your Product Content
Tailoring your product content builds the environment for the sustenance of a long-term relationship with your customers. Your product will always be relevant to your customers and they will keep coming back to you. When your customers are on your side, they can become brand ambassadors. They can help communicate your brand message for free across all channels they interact on.
Tailoring Your Product Content Increases Customer Engagement
Tailored product content strives for engagement i.e. it seeks to engage your existing customers and not only attract new ones. It encourages first-time customers to stick around because of the custom content that you provide for them. A customer that initially planned to spend only seconds on your site may stay for longer.
Personalization of your content is important to the success of your digital marketing campaign. It creates relevant and valuable experiences that make customers feel connected and understood. You can target messages based on previous purchase histories of customers and suggest relevant options for customers, thereby increasing conversions.
When using personalization, 56% of consumers prefer to shop at such retail stores. Meanwhile, an astounding 74% expressed frustration upon seeing content that didn’t match their interests. On a similar note, they discovered that much more than ordinary adverts, personalized adverts convert ten times better.
Tailored Content Positions You as an Authority
Customers spend so much time online and they become exposed to copious content. Most consumers require content with a breath of authenticity and relevance; content that can stand out above the noise.
The production of relevant content and useful guides to your target market will position you as an authority in your industry. This will set you apart. Customers will always flock to your site in search of information because of that unique image.
Tailored product content increases the likelihood of customers becoming fans. To do this, your content should be accurate and transparent, such that it conveys authenticity. This can do wonders for your online reputation.
To be authentic, brands must choose quality over quantity. The aim is to engage their customers, adding value to them at every interaction they have with you. You need to know your audience and develop content with their needs in mind. Consistency is the bow to wrap all your efforts in if you want to sustain interest and reduce customer churn.
Tailored Content Increases Customer Loyalty
Customer loyalty is the peak most brands hope to achieve. When customers are loyal to you, it shows that you have succeeded in attracting and nurturing them much more than competitors.
Customers are more likely to take content that engages them viral so that others can appreciate it too.
Personalized experiences are naturally more engaging and memorable to your audiences, which can drive customer loyalty. Personalized experiences become easier to produce with the availability of data that digital mobile channels provide. Thus, ecommerce brands have ample opportunity to gather data about their customers from different channels, creating a seamless customer experience.
Through gathering deep insights after collecting the data, it’s possible to create buyer personas. This helps brands know their customers better to predict their preferences. Thus they can provide tailored product content suitable enough to satisfy their needs.
We all know that customer loyalty is a hard currency to earn and it takes dedicated effort to gain it. Loyal customers will go far and beyond for brands that they love and keep the dough coming in for brands; personalized and targeted content can help you get them buzzing about your brand and all it stands for.
Tailored Content Increases Visibility for Brands
In this current modern digital world, brand visibility is easier to get. Technology has made it easier for brands to engage in conversation directly with customers, obtaining feedback quickly in return.
With the internet, it becomes quite easy to make content available to a large number of people. The good side of it is that customers can get quick access to yours. The bad side of this? They become cynical, due to the defective and unappealing content. This is where tailored content comes in; it makes you stand out, increasing the awareness of your brand.
The production of tailored content attracts and satisfies customers, thus increasing the visibility of brands through recommendations and referrals. Creating content specifically for customers can increase the chances that they will spread the word about you.
Your brand visibility naturally increases when the people you are writing for are the ones reading the information you have to give. Targeting content is quite different from “disjointed” content and they both give different results.
As a brand, you may have produced the best content in the world but it seems not to be producing the desired results. It could be due to the fact that your content may be too generic without targeting any specific customer group. Thus, it always fails to connect to anybody, leading to poor conversion rates.
Customers desire content that shows them that you took the time out to know their needs because it targets those needs. You need to get information that will be relevant and valuable to your customers. Doing so will help increase their engagement and deepen connections. This is why data is becoming a necessity to champion content marketing and personalized offerings.
Brands that stick to the memory of customers deliver on their customers’ expectations in moments that matter to them. Oftentimes, brands may not know the exact time that it will matter most to the customers. This is why it is important to ensure that there is consistent quality service delivery across all touchpoints with them.
Remember, no matter how much you tailor your content, you cannot go far without a solid content marketing strategy in place. A content marketing strategy will help you prepare yourself to deliver content that will form lasting impressions in the mind of your customers.
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