Personalization is a tool you can use in your contextual marketing strategy to focus on an individual. You’ll be able to provide even more value to your users by communicating directly to them using their personal details. Keeping this in mind, how would you go about implementing personalization and what steps would you need to take? Share your example in the comments below.
*To learn more about this, check out the Using Personalization in Contextual Marketing lesson via HubSpot Academy.
Gather as Much Customer Data as Possible and create the right target audience and 2nd target audiences to provide contextual marketing.
Personalization is a tool you can use inside of your greater contextual marketing strategy. In this lesson, you’ll learn how to provide more value to your users with personalization tokens in emails and pages created in HubSpot. This lesson will help prepare you to identify when and how to best use personalization when creating an individualized experience for each visitor.
Super helpful lesson!
Put any relevant step in the web site forms to understand better your customers and bring a best information. // Analyze CRM information to identificate needs and frequent doubts.
Through the use of personas, and a certain amount of assumption/research, as each entry point may vary the key to personalization is offering ‘next steps’ that support gathering data about the guest to continue to help them through the buyer’s journey. One version might be to have a form for more information or a contact from the organization or being able to support further education from downloading a white paper.
I would use data on previous purchases or searches to market new products or services to the customer knowing somewhat their style/preferences should increase the conversion on sales.
Ensure that you have the correct contact of the person. Their name, city and address. But incase it is missing then set default values and avoid being offensive.
After completing this course I started using the personalization tool on the emails we sent. I had to first make sure that my lists were properly set up with the correct spelling and proper formatting. So I always use the First name token on the email subjects or inside the email. It really made a positive effect with the opening rates and feedbacks from the customers.
La personalización ayuda para que los usuaros se sientan más especiales, los hace sentir que algo es especialmente para ellos.
I would analyze the base and create a checklist with the basic data I will need. I would search my base and develop some strategies to complete data, for example, if I was looking for a specific missing data, I would make some rich materials with additional forms for my leads and I would add this necessary information for personalization. On the other hand, for new lead base I would create a fill in the new campaign to help me with contextual marketing strategy.
You begin by cleaning and ensuring that the database is updated. Set default values for all personalization tokens. Determine the purpose of your personalization as this will help you set the default values and make the token meaningful.
In order to implement personalization, you would need to create a form of engagement or contact form so that customers can provide their own personal information.
Data analytics about current and previous customers gearing towards their Personal interest . So, if your highest sales are from 21-25 college students from your tutoring business… then a persona would be “College Scholars” and your contextual content for example ( Need Help With College Course ) .
Adding value of goodness to user experience
Personalization tools that can enable contextual marketing strategy that’s focused on individual visitors will be:
Setup the 4 categories of personalization in HubSpot as"
1. The Contact Property
2. The company property
3. Office location property
4. Contact owner property.
After setting up these personalization properties, you can then go ahead and use the personalization by:
1. Evaluate your contact database or CRM to ensure that you have up-to-date and accurate data.
2. Set default values for all personalization token, this will ensure that the empty fields in the database use the default values
3. Determine the purpose of the personalization. This will ensure that you don’t personalize for personalization sake but that your specific and purposeful in your personalization.
4. Avoid using sensitive information in the name of personalization. That you know someone’s income does not me you should say it in the name of personalizatio. This will make your clients suspicious and then withdraw from you.
You need to make sure that the personalization you’re adding is of value to the person. Making them feel tailored to and taken care of is important over simply displaying their first name. You need to add value by being sure to direct them to content and resources which meet their needs and move them toward achieving their goals.
Evaluate our current contact database CRM, set the default values for communication, determine the personalization purpose and avoid using sensitive information. The personalization purpose must help us to drive engagement and communicate specifics to our contacts.
Setting defaults for personalization so it can be used widely.
Make sure to have on your website fill up forms that will be your basis for their personalized experience. Using CRM tools can help you segment your customers into groups. From there, you can make send out content/emails that are relevant to them.