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PERSONALIZE YOUR CONTENT FOR YOUR CUSTOMERS WITH DATA MANAGEMENT KAPTURECRM Data is ubiquitous. What you choose to do with that data means all the difference between portraying yourself as a reliable brand, or a run-of-the-mill, for-profit business. The fundamental difference between these entities is that the former focuses on using all that existing data sourced from leads, prospects and customers and molding it into something that helps in providing more value to the customer, including all pre and post sales efforts. So what does value mean to a customer? The value could mean getting exactly or more than what was advertised in a product or service, receiving a range of benefits from low investments, being treated well by the business representative, knowing that their queries or concerns will be responded to promptly and effectively, amongst many others. This essentially means that you cannot offer the same value proposition to each and every customer. Instead, you must focus on personalizing your content to them, so that they can

Personalize your content for your customers with data management kapturecrm

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PERSONALIZE YOUR CONTENT FOR YOUR CUSTOMERS WITH DATA MANAGEMENT KAPTURECRM

Data is ubiquitous. What you choose to do with that data means all the difference between

portraying yourself as a reliable brand, or a run-of-the-mill, for-profit business. The fundamental

difference between these entities is that the former focuses on using all that existing data –

sourced from leads, prospects and customers – and molding it into something that helps in

providing more value to the customer, including all pre and post – sales efforts.

So what does value mean to a customer?

The value could mean getting exactly or more than what was advertised in a product or service,

receiving a range of benefits from low investments, being treated well by the business

representative, knowing that their queries or concerns will be responded to promptly and

effectively, amongst many others.

This essentially means that you cannot offer the same value proposition to each and every

customer. Instead, you must focus on personalizing your content to them, so that they can

associate value and trust to your brand. Moreover, personalization has a lot of relevance in the

context of the modern digital age, where your competitors are rushing to obtain the maximum

market share by making targeted and substantial value offerings to your customers.

This is where the importance of an expert content marketer becomes apparent; if your content is

not useful to the customer or is not differentiated properly, they’ll be more than happy to pass on

your product and move on to a competitor who can provide more value to them. By

proper marketing management, a content creator can avoid this scenario and maintain long-

term relationships with the customers.

The ways in which a content marketer can effectively structure their value proposition are:

1. Make use of the mountain of data

Collect and store the data that is shared by the customers through the various marketing

channels, such as social media platforms, websites, live chats, e-mails, phone calls, etc. By

sorting and organizing all that data into one central database, you can study a customer’s

behavior and identify what content would most resonate with them, and how and when you

should deliver it to them.

Some examples of data study include listening to the people on social networking sites for

emerging trends, examining how long a customer stays on your website and on which article or

product, which e-mails are more attractive and have a higher click-through rate, etc.

Create content that aligns with the analyzed data

While creating the content, incorporate elements of it that will make the message seem more

natural – use a conversational tone or the customer’s first name or colloquial terms and phrases

– and invite your customers to want to research and understand more about you. Once the

general framework is formed, use a customer’s available data – such as purchase history,

queries and concerns, website behavior – and work with it to personalize the message so that

more value is delivered to them.

On the other hand, you must also refrain from over-relying on the data. To achieve the perfect

balance, amalgamate the data-driven content with creative solutions that are obtained from the

insights into customer behavior.

3. Convey the content appropriately

At the end of the day, it won’t matter how good your content is if you fail to properly deliver it to

your customers. Track your customer’s interactions with your business, and note down when,

where and how they choose to do it. Doing this lets you avoid missing out on potential message

delivery and makes it more likely to get a chance to convert them into a long-term customer.

Recognize the social media platforms – such as Twitter, Facebook, Pinterest, Snapchat – that

are most frequented by your customers, and when they are most active on it. Also, keep track of

any global events related to your business, gauge customer reactions from them and determine

when the iron is the hottest.

4. Track and measure the content effectiveness

Every company must realize that a making a relationship with a customer is not a one-time

thing and that everyone must work proactively to keep their customer engaged and interested in

the company and the value that they provide. To do that, you must set up a system which

frequently obtains feedback from the customers so that problem areas can be recognized and

tackled as swiftly as possible. This not only allows you to create better content but also improves

the customer experience and satisfaction when dealing with your company.

For example, by using analytics software, you can track if you have delivered the most optimum

content though the correct marketing channel – your customer base might be more concentrated

on Twitter, but your efforts might be directed primarily towards Facebook. This can change by

properly analyzing the post-delivery data.