In today’s increasingly competitive marketplace, providing visitors with personalised content is no longer a nice to have – it’s an expectation.
With almost 70% of customers claiming that they’d stop buying from a business if it didn’t offer a personalised experience, the need to create personalised content and a customised user experience has never been more important.
Many businesses struggle with personalisation efforts, but when using Hubspot CMS Hub, personalising website content for each visitor is made easy. You can customise website pages, blogs, templates, emails, and so much more based on information about your visitors provided by built-in insights.
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Below we’ve picked out 4 critical reasons why your business should include personalised content in its marketing strategy.
Here’s what we’ll cover:
Converting more visitors into customers is in every business' best interests so we’ll start here…
1. Improved conversion rates
Did you know that 80% of customers are more likely to convert when brands offer personalised content?
When content is tailored to the reader, based on their behaviour or demographics, the message given is much more persuasive. The prospective customer is then more likely to convert to an actual customer and purchase your product or service.
to learn how to create detailed buyer personas for your business
2. Lead nurturing
Lead nurturing is one of the biggest challenges businesses face today, with 65% of brands struggling to create leads.
Involving personalised content in your marketing strategy can be a game changer in encouraging potential customers to be driven further down the funnel.
Personalising content to each visitor’s interests and behaviour, and their place in the sales funnel, will make your marketing stronger and convert more leads into marketing qualified leads (MQLs) and sales qualified leads (SQLs).
Click here to discover our beginners guide to lead generation
3. Customer retention
Finding new customers can be up to 25 times more expensive than retaining the customers you’ve already got. For many businesses, it’s a lot easier and more cost-effective to put effort into retaining existing customers.
Offering personalised content makes retaining your existing customers easier, as this develops a strong relationship and loyalty.
to learn the top 30 techniques digital marketers should utilise
to increase leads and revenue
4. Customer satisfaction
Everyone likes to be recognised as an individual with unique needs, desires, traits and experiences. When someone remembers our name, accomplishments and choices we feel valued.
Customers feel the same way and appreciate it when a business recognises and caters to their needs personally.
Including personalised content in your marketing strategy makes visitors feel more satisfied throughout the whole customer journey, as personal touches help to transform the buying process from a transaction into a meaningful relationship.
Keeping customers happy will benefit your business massively, as happy customers usually become repeat customers.
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