Start small with your contextual marketing efforts. Use it sparingly in one area to begin with. Contextual marketing is an advanced marketing tactic. There are many ways to use it, and it’s easy to get overwhelmed with all the possibilities. Keeping this in mind, what advice would you give to someone looking to get started with contextual marketing?
Ensure that your content is answering the question that led the customer to visit your website, or they will bounce right back. So if your keyword is the recipe, make sure that the recipe is there on your website and is not a click away. you can later get people to that recipe with the major ingredients too, but starting small means in a click being able to provide what the customer is looking for.
I would advise that they keep the aspects of contextual marketing small at first, so that they don't overwhelm or confuse their user. They should make sure that all aspects of contextual marketing are helpful to the user and provides all of the valuable content that they need to access.
I'll advise one to first segment their list to be able to personalize the contents and then the Landing page should have a clear CTA that clearly directs visitors on what to do.
Being able to personalize the content for the specific persona/person you are trying to appeal to...meeting the guest where they are in the buyer journey!
I guess, one must clearly understand the segments of the customers viiting the contents. Its critical to understand the requirements, so that content personalization can be desgined and implemented. For example, people browsing the site, would want all the content available on scrolls, with buttons and links in between to other pages. So, if none of the buttons and links are cliecked, even then all the content must be made available through the scrolls.
