Your website reaches a vast audience, but many of those individuals are looking for a website that seems to speak specifically to them. While it’s difficult to create content that addresses each of your customers on an individual level, it’s important for your content marketing strategy to find ways to offer that personalized content your visitors crave. You may not be able to address your customers by name, but content targeting for marketing your business can help you reach your audience on a more personal level.
Create Buyer Personas
You can’t address customers on an individual level for a number of reasons, but this doesn’t mean your content marketing can’t focus on certain groups of people with similar qualities. The first step in providing personalized content to your readers is to split your target audience into segments based on a variety of factors. You can then create and implement a content marketing strategy designed for each buyer persona so each person can find information that relates directly to them. Some of the segments you may want to use to separate your target market include:
- Location – Where do groups of your customers live? This information can help you provide location-specific information.
- Interests – Consider what interests the individuals who make up your target audience.
- Behaviors – Customers who exhibit certain behaviors can help you segment your audience and determine the best ways to reach each group.
- Referral Source – Find out how your customers locate your website. This information can help you reach individuals where they are already looking.
Display Content Based on Referral Source
Websites have become more elaborate, allowing you to decide which content individuals see when they visit your site. With the help of a content marketing team, you can create a series of content for each segment of your target audience, providing the exact information they are looking for. Depending on how individuals reach your site, whether they find you through an organic search, through a press release posted on a distribution site or from your social media page, they will view specific content tailored to their demographic.
Welcome New Visitors
You only get one chance to make a first impression and you want it to be one your prospective customers will remember. For this reason, you may want to consider creating a content marketing strategy designed specifically for new customers. This would allow first-time visitors to see specialized content that goes more in-depth about who you are and what your business has to offer. This content should address potential pain points and tell them why they can rely on your business to resolve these issues better than your competitors. The point is to show them their need, tell them how you can fulfill that need and then build a level of trust so they feel comfortable turning to you. This requires different content than you would present to individuals who have already visited your site.
Implement the Sales Funnel on Your Site
Many companies use emails as a method of reaching their customers on a personal basis. While this can be an effective method of nurturing your leads and increasing the potential for conversions, you can use some of these same strategies on your website. When you are working on marketing your business, create a set of site content for each step in the sales funnel. Those who are visiting your site to gather information can see content written with this function in mind. Visitors who are ready to make a purchase will encounter yet another set of content. Finally, individuals who are returning for a repeat purchase or to communicate with your team will find something entirely different. This shows your customers you are paying attention to their unique needs.
Customers are self-focused and want to work with a company that puts their needs first. For this reason, your content marketing strategy should work to reach each customer or prospect on an individual basis. Content targeting is one of the most effective tools you can use to ensure every customer receives the experience they need to help them decide to work with your business.
If you are interested in using content targeting for marketing your business, contact us. Our experienced team can help you segment your audience and create the content you need to reach each group.