Brands are under tremendous pressure to meet the rising demands of customers who want their interests and preferences displayed online. This is because it needs an enormous amount of time, resources, and effort from marketing, development, and design.
According to a 2018 Epsilon report, 80% of customers are more likely to buy a product or service from a company that offers personalized experiences. Moreover, 36% of customers believe that brands must offer more personalization in their marketing.
Fortunately, there are a number of strategies that teams can use to Boost content creation efficiency and scale personalization efforts for long-term success.
Strategies to Boost Content Creation
Begin small and gradually expand
When trying to personalize the customer experience for the first time, it’s easy to fall into the trap of introducing multiple campaigns at once. Rather than attempting to “boil the ocean,” concentrate on a single customer pain point or opportunity at a time.
Investing in a few smaller, high-yielding campaigns is often more profitable for teams than running a number of minor experiences. The positive uplifts help to demonstrate the value of personalization to the rest of the company, resulting in securing more resources and buy-in for future, bigger endeavors.
Businesses should not waste too much time on “vanity tests” such as simple color changes or button size experiments because they have no real impact on the brand-customer relationship.
Teams should experiment with personalization elements that are both meaningful and valuable. Organizations can consider sending a well-timed email after a visitor performs an important action, such as leaving an item in their cart; upon receipt, the visitor is reminded of their interest and possibly even supported to complete the transaction with a small discount.
It is important for businesses to prioritize the right tests to ensure the content created to support turns out to be fruitful. For instance, it is better to go ahead with another idea if an experience demands a large number of resources but isn’t likely to create an impact on the purchase funnel.
Top-performing content can be repurposed
When it comes to personalization, content may be a critical component but there is no need for teams to create new content on a regular basis. Brands can make the most of their efforts by repurposing content that has already yielded positive results.
Businesses can begin with identifying high-performing campaigns, experiences, or variations that have resulted in increased conversions, revenue, add-to-cart rates, average order value, and other metrics. Then examine the segments, traffic sources, impacted device types, and so on to see if they’re ready to be repurposed in new channels, locations, formats, or even different time periods. Finally, to improve the experience over time, iterate on the content, messaging, refining the design, and audiences associated with a campaign.
Organize efforts into categories
If brands aspire to scale personalization efforts, increase speed to market, and adapt to emerging trends, they must be able to quickly and easily create experiences with valuable content. And, as with many other aspects of digital marketing, templates have proven to be an effective way to accomplish this.
Instead of starting from scratch and saving precious time in design and development, teams can customize pre-built experiences for hero banners, email capture overlays, exit-intent popups, and more, and set them live.