Online personalisation.

Online personalisatie*.*

Create a valuable relationship and increase your sales

With a huge amount of data, you can get to work personalising your content. Something incredibly valuable, for both you and your customers. After all, you get to know your target audience a lot better, while also addressing them in the way they want. 90% of consumers find personalisation important to feel connected to a company and are therefore more likely to make a purchase1. How you can make this happen, you will find out in this blog!

 

Personalising in online marketing

We've probably all seen it pass by at least once: your name in the subject line of a newsletter or ads from a website you've just visited online. But personalisation can go far beyond 'Hello [contact first name]' and remarketing banners. 

See it like a shop you walk into and the salespeople coming up to you to help you. Based on what you look like, what you look at or, if you are a regular customer, based on your previous visits, they can tell you what style of clothing suits you, what coffee you want or what place in a café you prefer to sit. 

Dir="ltr">They can tell you what style of clothing suits you, what coffee you want or what place in a café you prefer. 

Same goes for online personalisation. Based on online behaviour and personal data known to you, you can make recommendations and personalise your online content. You can use it in almost all facets of online marketing and below we will tell you how. But first it is important how you can get started with personalisation.

 

Getting started with personalisation

Personalisation is only possible with a splash of data. Although online users are becoming increasingly mindful of their privacy, there are certainly still plenty of ways to get information. 

With interesting forms, leads can leave their contact information to receive valuable content such as ebooks, webinars, templates, etc. in return. Or by signing up for the newsletter so they can get regular updates on your content. 57% of consumers are happy to give up their information to you, as long as it works to their advantage2.

In addition, there are many more ways to get data:

  • Online statistics of your website/webshop (from Google Analytics and Search Console, for example)

  • Statistics within social media

  • Data from your newsletters and other email marketing expressions

  • A/B testing

But also consider, for example, the information that is already available about different target groups online and offline, or have an external agency create personas of your target groups.

 

Personalisation in emails

Now that you know the ways you can get data, it's time to look at what exactly you can personalise. Personalising emails is the most familiar way for most people, but far from everyone gets everything out of them. 

For e-mails, besides mentioning the first name in the subject line or salutation, you can also engage in personalisation by segmenting mailing lists. And certainly not without results: a 41% growth in click rate compared to 'regular' e-mail messages3. In addition, segmented emails generate 58% of all revenue4. This is because readers are offered content specific to them based on, for example, web pages visited, articles viewed, interests, age and industry they work in. For instance, they may be shown recommendations specific to them or offers based on their birthday or interests. Personalisation makes the relationship feel much more personal and the offers much more individual. And that is what consumers are all about.

 

Personalisation in your website

You can also personalise your website or webshop in various ways. Online personalisation does not stop at showing recommendations based on web pages visited. For instance, marketing automation package HubSpot with its smart content tool also offers a cool way to display personalised content to your target audience. With smart content, you offer a different piece of content, text or image, to different segmentations of your target audience. Again, this is based on certain online behaviours and ensures that your target audience gets to see the content they want to see. 

You can also use a chatbot or virtual assistant to guide your target audience faster to those pages intended for them. By having these bots ask the user questions they are looking for, they can advise them to visit certain pages. This way, your target audience will easily find the answers to their questions. You can also use chatbots to help people with their order. Chatbots can show your online users what they ordered last time, allowing your customers to order super fast.

 

How does marketing automation help you personalise?

So there are several ways to personalise online. Yet there are also tools that make it just a little bit easier for you to put all the data to use. For instance, as mentioned earlier, you have HubSpot and other marketing automation/inbound marketing tools that bring all the data together in one place and give you various options for analysing, segmenting and applying this data in practice.

Also at Sterc, we work with marketing automation tool HubSpot and we would love to help you think about the marketing automation package that suits you.