In this post:
- Personalisation Beyond Name Calling
- “Who are Those Guys?
- Persona Marketing
- Unless*
- Client Example
Personalisation in digital marketing means bit more than using a <MERGE> field in a email.
‘Hey [JIM] we have an offer just for you!’
To which I think ‘Who the f**K do you think you are calling me by name and you knowing nothing about me, what I want, what I might need and where I like to be tickled.
Personalisation Goes Beyond Name Calling
There is a truism in what we do. That is answering this simple question for the visitor when they arrive at one of your pert landing pages; ‘What’s in it for me?’
So, answer the question, tell them what they are going to learn or profit from on the page. This comes down to formatting, emotion and aiding scanning (most people scan a page, they don’t read the whole thing, unless*… [we’ll come to that later].
Copy should be broken up with subheads that ‘hook’ (interest) the reader. Images used that are high quality and compliment the page. Video can be used (but say no to autoplay).
“Who are Those Guys?”
Which movie does this come from (see below)? Who are the people coming to your landing page? You don’t know? Then find out. Are they the right people? How? We’ll Google Analytics is not going to tell you, GA tells you what visitor do (to a degree) not why? Invest in some survey software like Hotjar. Now, you are getting closer to understanding and finding the traffic that will convert to a lead, sale, subscription.
Tip
If you have enough followers on Facebook or YouTube you can view the demographic data (do take with a pinch of sale, people are prone to lie online. What!? They do.
Persona Marketing
Talking to sales people, talking to customers etc is going to help you uncover your ‘buying persona’ and creating a matrix of types that includes their frictions (delivery costs etc), their ‘mental shopping list’ and solution to their problem (there’s a lot more to this (included on the Conversion Detectives Persona Matrix).
But if you do your research and keep refining your findings then testing your landing page and in particular your copy (the no. 1 factor in conversion) and you benchmark and test and think and think again. Well, then you’ll find converting traffic (and repeat business).
Unless*
Unless you write copy that interests them because that copy addresses their needs.
Client Example
We have a small business that needs leads. Blog posts are written precisely to appeal to needs (and written to overcome their frictions) and offer them the answer to their goals/aspirations. From 1 – 2 leads per month to 49 leads this January (a total of 5 posts). It’s taken a while but content marketing is a long-game.
“Who are Those Guys? Is a line from the movie ‘Butch Cassidy and the Sundance Kid’
How would you personalise your sales to Butch & Sundance?
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
Services
Digital Marketing Strategy | Creative Content Marketing | Email Marketing |
Lead Generation | Content Strategy | Social Media Marketing |
Video Marketing | SEO (Basics) | SEM | Shopify Marketing |
Podcast scripting
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