{"id":6,"date":"2023-06-26T15:31:00","date_gmt":"2023-10-18T15:31:04","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=6"},"modified":"2023-12-20T17:55:06","modified_gmt":"2023-12-20T17:55:06","slug":"turn-clicks-into-conversation-with-content-personalization","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/turn-clicks-into-conversation-with-content-personalization\/","title":{"rendered":"Turn Clicks into Conversation with Content Personalization"},"content":{"rendered":"\n<p>When a friend or family member sends you a birthday card in the mail, do you think of it as \u201ccontent?\u201d<\/p>\n\n\n\n<p>Probably not. After all, if they took the time to choose a card with a design and message that reflects who you are, you\u2019re more likely to think of it as a thoughtful gesture. If they hand-wrote a few lines with a special greeting, your positive reaction may become even greater.<\/p>\n\n\n\n<p>That\u2019s the kind of experience brands need to deliver to their customers. It could be an email message with a special offer, an online ad that showcases a new offering, or a text message that goes straight to a customer\u2019s smartphone.<\/p>\n\n\n\n<p>These may be considered simply \u201ccontent\u201d if they are generic. When brands approach them as an opportunity for content personalization, however, they come close to achieving that \u201cbirthday card\u201d effect.<\/p>\n\n\n\n<p>Content personalization is the effort smart marketers take to ensure everything they put in front of customers uses data to match their:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><p><b>Histories: <\/b>Customers receiving the content should see right away that the brand recognizes who they are based on past purchases, where they\u2019ve clicked on the web site or other indicators. <\/p><\/li>\n\n\n\n<li> <b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Preferences: <\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">The content should leverage the digital channels that customers have clearly identified they want to use when they engage with a brand. <\/span> <\/li>\n\n\n\n<li> <b style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">Needs: <\/b><span style=\"color: var(--c-nero); font-family: var(--f-secondary); font-size: 1rem; letter-spacing: 0.0012em;\">When content is personalized, it\u2019s never a waste of time for customers to look at it because it speaks to their paint points or interests.<\/span> <\/li>\n<\/ul>\n\n\n\n<p>There is no question that this is what people want from their favourite brands. According to Salesforce\u2019s most recent <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the Connected Consumer<\/a> <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/\">report<\/a>, <a href=\"https:\/\/www.salesforce.com\/blog\/website-personalization\/\">84% of customers say that being treated like a person, not a number, is very important to winning their business<\/a>. Apart from moments where customers interact directly with employees, content is the way brands can provide them with that kind of treatment.<\/p>\n\n\n\n<p>Content<a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=sf.mc_pers_intro.htm&amp;type=5\"> personalization<\/a> also aligns with the goals of all marketing departments, such as deepening the relationship with customers and increasing their propensity to buy. By converting more people into active purchasers, content personalization can help marketers dramatically increase the return on investment (ROI) for producing and distributing content.<\/p>\n\n\n\n<p>The best way to get started with content personalization is adopting <a href=\"https:\/\/www.salesforce.com\/products\/experience-cloud\/features\/customer-community-personalization\/\">a platform that can centralize all customer data<\/a> so that the marketing team \u2013 as well as any other department or group within the company \u2013 has a single view of that customer\u2019s profile. This leads to far better targeting.<\/p>\n\n\n\n<p>From there, you can begin to <a href=\"https:\/\/www.salesforce.com\/blog\/marketers-customer-experience-ai\/\">use technologies like artificial intelligence<\/a> to go beyond simple segmentation and begin to take more of a one-to-one approach with each customer \u2013 communicating with them in a way that proves you\u2019re paying attention to the journey they\u2019ve taken with you so far.<\/p>\n\n\n\n<p>These are just some of the ways content personalization works in practice to attain higher conversion rates:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-landing-pages-that-land-more-clicks\"><b>1. Landing pages that land more clicks<\/b><\/h3>\n\n\n\n<p>Many branded email messages, text messages, and ads lead people back to a landing page \u2013 the same landing page with the same images and text.<\/p>\n\n\n\n<p>Content personalization means making each landing page almost as unique as a snowflake. It can still promote a featured product or service, but the text could offer different reasons based on what a particular customer has ordered in the past, or what they\u2019ve searched for on your site.<\/p>\n\n\n\n<p>A personalized landing page could also include each customer\u2019s name, feature products in their size or style, and even offer a unique discount code to get more conversions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-product-recommendations-that-resonate\"><b>2. Product recommendations that resonate<\/b><\/h3>\n\n\n\n<p>We\u2019ve probably all gotten the occasional suggestion from a brand to buy something that raised eyebrows? \u201cWhat would make them think I\u2019d want this?\u201d you might say to yourself.<\/p>\n\n\n\n<p>This reflects a disconnect in terms of the data the brand uses, and in some cases may reflect a lack of sufficient data. Today, brands can go beyond simply basing recommendations based on previous purchases. With the right technology companies can synthesize broad customer data and serve up ideas based on purchases from customers with similar profiles.<\/p>\n\n\n\n<p>They can also offer easy ways to collect feedback and further refine their product recommendations. This can be as simple as a thumbs up\/down button to rate a recommendation as relevant, or fields that let them key in categories or items they\u2019d like to see in the future.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-quizzes-and-surveys-that-don-t-just-ask-but-answer\"><b>3. Quizzes and surveys that don\u2019t just ask, but answer<\/b><\/h3>\n\n\n\n<p>Content personalization isn\u2019t limited to historical data you\u2019ve collected. You can also develop engaging digital experiences that let them have fun while offering more details that give you a sense of what they really want.<\/p>\n\n\n\n<p>Think about an online survey or quiz that helps them reimagine their goals, or see their personality type based on their interest (examples could include a retailer whose quiz segments people into a \u201cFashionista,\u201d \u201cComfort queen,\u201d or similar category).<\/p>\n\n\n\n<p>These kinds of surveys and quizzes can couple this kind of \u201cgrand reveal\u201d at the end with inspiration for products and services that match the results. Customers who see themselves in the data will be more likely to keep clicking through.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-content-personalization-and-the-customer-experience\"><b>Content personalization and the customer experience<\/b><\/h3>\n\n\n\n<p>Although what\u2019s been described in this post sounds quite tactical, content personalization is not just a trick to get more sales.<\/p>\n\n\n\n<p>By <a href=\"https:\/\/www.salesforce.com\/blog\/website-personalization\/\">personalizing what you say at every possible touchpoint<\/a>, you\u2019re ultimately developing a better customer experience. It will help people as they first discover your brand, and as they continue their journey through the consideration, purchase, and post-purchase phases.<\/p>\n\n\n\n<p>If customers need to seek out service and support with their purchase later on, for instance, personalizing content through a chatbot or landing page could reinforce the idea that they are truly valued as individuals. This will keep them coming back for more purchases over time.<\/p>\n\n\n\n<p>When content has a real \u201cjust for you\u201d feel to it, customers take it personally \u2013 in the best possible way. <\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover the impact of personalized content on conversion rates and engagement. Explore strategies to unlock its power and boost your marketing effectiveness.<\/p>\n","protected":false},"author":1,"featured_media":8,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"878638b591704e179125a1eae54786fb","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3],"sf_content_type":[],"coauthors":[2],"class_list":["post-6","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Turn Clicks Into Conversions With Content Personalization - Salesforce<\/title>\n<meta name=\"description\" content=\"Discover the impact of personalized content on conversion rates and engagement. 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