how to create a personalization strategy for your marketing
DESCRIPTION
People are not static. They access your content from multiple devices. They come at it from different perspectives. And, perhaps most importantly, as their experience with your company grows, their needs change. Yet, most marketing still treats them all the same. This session will focus on the burgeoning practice of personalization in marketing. We'll cover the research, technology and strategy needed to adapt your content to fit each viewer and give you examples of personalization done well.TRANSCRIPT
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Personalization in Marketing
Meghan Keaney AndersonDirector of Product Marketing, HubSpot
My first job was painting donkeys for ceramic nativity scenes.
@MeghKeaney
MeghanKeaney Anderson
1 Building your Personalization Strategy
2 Examples
3 Personalization Pitfalls to Avoid
Agenda
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A TECTONIC SHIFT IS HAPPENING IN MARKETING.
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All I did was Google one question.
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What happens when people feel inundated?
86% percent of people ignore ads
82% of people say they ignore ads.
Source: GooTechnologies
74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
Source: Janrain
We are drawn to relevancy.
Fun fact about me…
#YippieKayYay
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Top Picks for Meghan
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Personalized Search
“Today we're helping people get better search results by extending Personalized Search to signed-out users worldwide… Now when you search using Google, we will be able to better provide you with the most relevant results possible. For example, since I always search for recipes and often click on results from epicurious.com, Google might rank epicurious.com higher on the results page the next time I look for recipes.”
-- Google Blog, 2009
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Google Now& Hummingbird
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The internet is rising to meet us where we are.
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And companies that do the same are seeing
results.
Leads who are nurtured with targeted content produce a 20% increase in sales opportunities
Source: DemandGen
In-house marketers who personalize their web experiences see on average a 19% uplift in sales
Source: A 2013 Monetate/eConsultancy
Inbound marketing brought us out of the deluge of irrelevant advertising.
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Can it do the same for content?
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Building a Personalization Strategy.
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Technology has madethis easier to do…
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It has notmade it easy to do well.
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Not…quite Sad little lower-case s.
Wait, did you just insult me?
Aw man, then what am I doing in Cambridge?
1. Define personas2. Determine decision points3. Choose personalization techniques
Steps to develop a personalization strategy
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1 Define Personas
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Name:
Role:
Demographics:
Goals:
Challenges:
Interests:
How they make decisions:
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2 Determine Friction Points
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Where are decisions happening in your marketing?
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What factors hold up decisions on your site?
Pricing Pages Testimonials
Geographic ReferencesConversion points Challenge Scanning
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Personalization Techniques3
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Fit into the screens I use to view the
world.
(all of them)
Devices
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Location
Show me companies like me.
(Birds of a feather buy together)
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Default Testimonial View
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Massachusetts Testimonial View
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Show me what I care
about.
(and only that)
Interests
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Get on my schedule.
(not yours)
Timing
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First Time Visitor View Customer Upsell View
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Personalization Pitfalls.
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Start Small. Get this Right.
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Be Useful, Not Clever.
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Don’t Restrict Options.
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Remember This SEO Rule.
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Remember thatTECTONIC SHIFT I was mentioning?
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Thank you.
Tell me what you thought?@MeghKeaney #INBOUND14