Blog Post

Creating a Customized User Experience in Your Marketing

  • By Mark Baker
  • 11 Dec, 2014

You've established a set of marketing channels perfectly matched to your target audience. You've even effectively caught the attention of your demographic. However, now you want to take full advantage of your social media reach in order to create a customized user experience. The Custom Content Council reports that 70 percent of consumers prefer content tailored specifically to what they're looking for. In our experience, B2B clients have plenty of vendors knocking at their doors for attention. In order to stand out, you must recognize what they want and customize content to deliver exactly what they need. Content customization is more than splitting your clients into special interest lists. It is important to pick up specific call-to-action styles, necessary information, and even language choices for the demographic.

SEGMENTING YOUR CONTENT

The Content Marketing Institute recommends dividing your B2B audience into categories based on where they're at in the sales funnel. Target your content marketing to generate leads starting in the initial stages of the sales decision-making process, including those who have responded to previous calls-to-action and B2B clients who have completed purchases. Content developed for the beginning stages helps overcome objections, while content geared to those halfway through the process shows the benefits of your products and services. Over the years, we have seen how email marketing software supports multiple lists, social networks give you multiple profile options, and targeted landing pages allow you to create specialized pages.

LISTENING TO YOUR SOCIAL NETWORK FOLLOWERS

Your social network followers spend a lot of time engaging with your company through your profiles. Sit up and pay attention to what they tell you. Customize your content based on their requests, whether you utilize their comments for future topics or complete product lines. Their engagement gives you an unfiltered look into your B2B clients' thoughts, wants, and needs. You won't use everything they say, but the data they give helps shape your overall campaigns.

UNDERSTANDING DEMOGRAPHIC NEEDS

Parse through the data available for your target demographic. Use your own data, as well as case studies, surveys, and other reports to understand your industry and demographic needs. Look closely at how tech-connected they are, the types of media they respond to most often, and the call-to-action styles that get their attention. Then, adjust your campaigns based on their feedback. Look into how your demographic interacts with content. Do they prefer long-form content such as case studies, ebooks, and white papers? Would they rather go for visual-heavy infographics, videos, and image content? Don't pour money into a content type your target demographic won't respond to.

DON'T FORGET PERSONALIZATION

Generic messages aren't going to get much attention, as the average B2B client gets bombarded with countless vendors wanting a piece of his/her budget. Using a client's name on emails and other direct marketing interactions helps create a personalized experience. Use email solutions with CRM integration to make this process automated and seamless.

Content customization takes on many forms for your B2B content marketing campaigns. Turn your B2B leads into higher-quality leads by customizing the information getting to each particular segment. In our decades of experience, software solutions assist with segmentation, data collection, and personalization for your content marketing efforts.

Mark Baker

Mark Baker is a natural artist. Since starting his first business hand painting graphics onto vehicles in high school, Mark gained experience in the entertainment, sports, and retail industries before founding this company in 1993. Honest and pragmatic, Mark knows that anything can be accomplished with a great communication plan and creative thinking. 

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