How do you ensure customer loyalty? At times, this may seem an elusive goal. But some companies have managed to turn it around with strategies that focus on personalising the content they offer their visitors.
A company that focuses on improving the user experience is more likely to build customer loyalty. This can be achieved through personalisation, which consists of offering different content to visitors depending on their profile. That is, those who have already been to the website receive different information than those who are new or belong to a particular group.
In this article, we look at what personalised content is and how this technique has increased customer loyalty in all types of industries.
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What Is Content Personalisation And How Does It Affect Loyalty?
Content personalisation involves offering different material to visitors according to their profiles. It encompasses a set of techniques aimed at offering visitors to a page different content depending on their profile. This content is offered dynamically and with a strategic purpose aimed at improving the user experience and, incidentally, our conversions.
Personalised content increases customer loyalty by making visitors feel more important and encouraging them to visit the site again. It is a good way to encourage visitors to keep coming back to the site for special offers and promotions.
It is also a great way to give individual attention to visitors and to show that they are valued and appreciated. It also gives the impression that the company cares about its customers and respects their preferences.
The travel industry has been a pioneer in this type of personalisation. In the air and rail sectors, for example, airlines are using it as a key weapon to fight off competition from low-cost carriers that have seen demand increase.
On the other hand, it is useful to increase the loyalty levels of frequent customers who have already achieved preferred customer status. At the same time, it can be a business development tool to encourage visitors to return and participate in the sales process.
¿Cómo implementar una estrategia de personalización de contenidos?
You may be wondering how to implement a content personalisation strategy to build customer loyalty in your own company.
The first step is to identify the customer segments that will receive personalised content in order to create specific offers for each one. Personalisation can be done on an individual basis or grouped into categories, based on criteria such as time spent on the pages. This will allow you to offer different offers and benefits.
The next step is to segment your audience by buying behaviour. This allows you to calculate the value of each customer segment to design an effective loyalty programme. Content personalisation is not only about finding customers, but also about contacting them in a meaningful way.
You will also need to:
- Plan which personalised messages you want to send.
- Plan which personalised messages subscribers will receive from time to time.
- Develop a strategy for creating these messages.
What To Do After Implementing The Content Personalisation Strategy?
The biggest challenge facing companies that have just implemented a content personalisation strategy is how to sustain it.
This can be done through a variety of strategies, including bringing visitors back to the site more frequently, encouraging them to visit more pages of the site, or inviting them to return for special promotions.
At the same time, companies need to plan how they will segment their visitors and create personalised offers to encourage loyalty.
It is also important to monitor how customers respond to these offers and identify any changes that may be necessary. How do you measure success? It is essential that companies establish a measurement system for the content personalisation strategy prior to implementation.
Personalisation Of Content And Loyalty Go Hand In Hand!
Content personalisation can be an effective way to increase conversions. Why? Because it makes your customer feel heard and welcomed by recognising their needs in the content they are consuming. It also ensures that people don’t get tired of seeing messages about products or services they have no interest in buying.
If you need help to implement a content strategy with personalised messages for your customers, don’t hesitate to contact us!