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Ways to Personalize Content


Most marketers know the importance of creating unique content for different social mediums. For instance, would you use the same exact copy in a paid search ad that you did in a tweet? I hope I’m hearing a resounding, “No!”

And yet, many marketers aren’t fully prepared for what comes next: when a visitor actually clicks on a link and lands on their website. If a visitor comes from a paid ad promising a coupon — and then they don’t see the coupon as soon as they arrive on your website, how do you think they’re going to feel? Confused; maybe even frustrated.

But according to a Jackson Marketing Group study, less than 10% of B2B companies are using personalized website content. The companies that do use personalized content are benefitting. In fact, according to an E-consultancy/Monetate report, companies that personalize their website see an average of a 19% increase in sales.

Sound compelling? To help you get started, here are a few simple methods to personalizing content by referral source that your customers will love.

Personalize Content for Social Media Campaigns Visitors who come to your webpage from social media have different motives and interests than those coming from email marketing or paid campaigns. Why not cater to these specific motives and interests?

For instance, a visitor to your page that got there by clicking a link on Twitter is likely familiar with the Twitter platform and apt to sharing content on Twitter. In this case, Twitter would be that visitor’s last referring social source.

By creating personalized content from a visitor’s last referring social source, you can pinpoint the platform they’d most likely want to share your content on. You can also include textual references to the visitor’s last social media source to cater to their interests.

Below are examples of personalized content made for visitors coming from specific social sources: Facebook and Twitter.

For Facebook Users

With more small businesses on Facebook than ever before — 30 million, according to TechCrunch — the competition for organic reach is becoming fiercer by the day. But by personalizing content for visitors who land on your website from Facebook, you can increase customer activity and involvement on the social platform.

The example below boasts personalized text and social sharing buttons (highlighted in red) specifically for visitors coming from Facebook.

The Facebook sharing icon on this company webpage allows Facebook visitors to immediately share content from their own accounts with one click. There’s also personalized text that clearly mentions Facebook. It’s a win-win situation: The content is customized just for Facebook visitors so they can easily share your content, and it caters to the visitor’s unique social media preference.

For Twitter Users

According to MediaBistro, 67% of Twitter users are far more likely to buy from the brands they follow on Twitter. Go a step beyond simply using Twitter for brand awareness by personalizing content on your webpage for Twitter users, thereby improving their experience with your brand.

Notice how the click-to-tweet button in the example below makes it easy for Twitter users to share your company’s content.

Site visitors who like to use Twitter will be able to quickly tweet out these short, snackable quotes — without ever having to leave your webpage.


LaShanda Gary


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