Targeted Content Delivery 101
Personalization and targeted content delivery are among the hottest trends in the content marketing arena. The idea, in a nutshell, is to show your audience customized content based on their demographics, interests, intentions, and their stage in the decision-making process.
Considering that your prospects are typically close to two-thirds through the sales and marketing funnel before they first interact with someone from your organization, it is crucial that you provide an outstanding user experience. Don’t count on your visitors to use just the right search terms at just the right time to take the steps that you would like them to take. In addition, keep in mind that your homepage is no longer the primary entrance to your content. Users come to your website through a variety of channels, such as emails or social media. They may land on any page on your website, not just the homepage. Therefore, make sure that you establish appropriate context on each one of your pages and leverage your knowledge about your audience in order to provide an optimal visitor experience.
Here are a few examples of how you can start incorporating targeted content on your website.
Calls to Action
You likely have multiple calls to action on your site, enticing your visitors to apply to your college or university, make a donation, register for an open house event, or to subscribe to your newsletter. Wouldn’t it make sense to customize those calls to action based on your visitors’ actions and the data you’ve collected about them. For example, if someone has already signed up for your newsletter or for a certain event, there’s really no need to show them the same call to action again. You can save the real estate to prompt them to take another step, such as download an application document or schedule an appointment with an advisor. This approach allows you to better guide different segments of your audience through their decision-making process and to create a more efficient user experience.
As mentioned above, you strive to facilitate the most meaningful visitor journey possible. You never want your visitors to feel stranded, and you always want to show them additional content that is relevant to them. Consider adding a list of links that is based on form submissions and data provided. For example, if someone has submitted a pet registration application on your government website, it makes sense to provide a list of links to content involving dog parks, rules and regulations with regard to vaccinations, adoption events, and volunteer opportunities. If you’re a college or university and a prospective student has indicated that they’re interested in a certain area of study or in a specific sport, you can use this information to provide links specifically geared towards the individual’s interest.
You may also customize your main content on your pages based on the data you’ve collected about your visitors. For example, if a prospective student has filled out a form on your site and indicated in which county or state they’re currently residing, you may have a page called Upcoming Events hosted by your college and restrict the listings to events within that particular county or state. Or you may ask your visitors to classify themselves as a parent, alumni, current student, prospective student, or faculty/staff and then slightly modify the terminology and tone on certain pages so that those nuances are best suited for each segment of your audience.
There’s no shortage of opportunities to deliver targeted content to your visitors. However, we recommend starting with a few test cases and closely monitoring conversion rates so that you can iteratively fine-tune your strategy before expanding your efforts.
If you would like to learn more about targeted content delivery, please feel free to reach out to us at email@example.com.