Originally published December 21, 2022 , updated on July 13, 2024

Branding solutions are effective when they not only try to sell a product or service but also forge a connection with the target audience. Many businesses recognise the importance of branding solutions and are trying to build meaningful customer relationships through personalised content. 

According to a Statista survey, 78% of marketers use personalisation in emails, while 56% use it in websites. This effort is not in vain since 91% of customers are more likely to buy from brands that offer customised offers and recommendations. 

Customised branding solutions help companies meet customer expectations and boost their bottom line. Managing personalised experiences across multiple channels can be rewarding, but it also comes with challenges. So, it helps to work with people who understand personalised content, how it works, and how it benefits brands. In this blog, we cover all the essential details to help you optimise your branding strategy through personalised content marketing. 

What Is Personalised Content Marketing?

People have different reasons for interacting with a brand. A new customer may want to learn more about the company and research the products, whereas returning customers may want to make a quick purchase or follow updates. Crafting content that caters to these different needs is the core of personalised content marketing. 

A target audience can be broken down into segments based on demographic and behavioural data. Personalised branding solutions use this data to create unique, targeted marketing materials. Audience-specific content has a better chance of building an individual connection than generalised copy. This can look like having landing pages, shortcuts, and even CTAs customised for different audience segments. 

Content strategy services can help brands study previous audience interactions, website behaviour, and customer journeys. They research everything from buyer personas to users with abandoned carts. The better they understand the customers, the more targeted their branding solutions become. 

How Does Personalised Marketing Work?

There are many touch points available to brands to connect with their current and prospective customers. Social media, emails, and ads are a few of the many opportunities companies have to personalise marketing messages. Crafting individualised customer experiences certainly starts with segmenting customers. You can do this based on age, gender, location, jobs, and other variables. Marketers also look at users’ keyword searches, buying history, page views, and navigation clicks. This data helps content strategy providers understand customer preferences, interests, and behaviours. 

Based on the research, content strategy services come up with the best ways to customise marketing plans for that target audience. A few examples of this are:

• Emails: Custom emails can welcome new customers, notify them of cart abandonment, and send birthday coupons. This encourages engagement and sales while building customer loyalty. 
• Advertisements: Looking at a customer’s recent search history or purchases, brands can share relevant ads with them. Personalised ads can show a user similar products or recommend products that may be useful with their previous purchase. 
• Web Pages: Brands can create compelling online experiences by tailoring pages for certain audiences. For instance, a fashion label can show season-specific products on the home page or offer a discount to first-time visitors. An airline website can display flight deals depending on the user’s location to offer the most relevant information first. 

How Does Personalised Content Benefit Businesses?

1. Improved Customer Engagement 

According to SmarterHQ, 70% of millennials are annoyed with brands sending them irrelevant emails. If customers come across copy that doesn’t educate or engage them, they aren’t likely to take action, such as becoming a subscriber or making a purchase. So, to appeal to customers, it is important for brands to treat customers as individuals and let that reflect in their communication. 

When customers read copy that resonates with them, they are more likely to fill out a form, share a social media post, or engage with the brand. In fact, 80% of consumers are more likely to do business with a company if it offers personalised experiences. This is mirrored on the content strategy services end, where 98% of marketers say personalisation strengthens customer relationships. 

2. Better Lead Generation and Conversions

Offering a personalised experience can help companies acquire and nurture leads better. By learning a customer’s wants and needs, branding solutions can address potential objections.  Brands can share the right information at the right points to nudge leads along the sales funnel. This can increase the chances of converting the lead into a customer. 

When websites are not personalised, 74% of customers feel discouraged. Moreover, 64% of shoppers approve of brands saving their purchase history if that leads to personalised experiences. So, modern customers are willing to help brands amp up personalisation. This is a great opportunity for brands to gather useful data for better lead generation and conversions. 

3. Increased Customer Retention with Personalised Branding Solutions

Personalising branding solutions not only help impress new customers but also retain existing customers. For instance, brands can use the information on a customer’s purchasing history to suggest related products. This shows customers you’ve been paying attention and encourages them to come back. 

The data supports this as well: 63% of customers won’t buy from brands with below-par personalisation strategies, and 56% of shoppers are more likely to return to a brand that recommends relevant products. Content strategy services can conduct thorough research into customer behavioural data. They can help tailor marketing plans to encourage repeat sales and build customer loyalty. 

4. Boost Sales and Revenue

Personalised marketing doesn’t just affect customer satisfaction and loyalty. It also has a direct impact on a company’s sales and revenues. Up to 66% of shoppers say non-personalised marketing would stop them from making a purchase. Moreover, according to the Harvard Business Review, targeted ads increase product revenue by 38%.

Content strategy services can help identify an audience’s preferred channels of communication. They can use this knowledge to create better customer experiences, drive sales, and lift a company’s ROI. In fact, 86% of marketers have seen a quantifiable boost in business results from their personalisation campaigns. So, investing in personalisation can help brands meet and, sometimes, exceed their revenue goals.

Let’s Connect for Content Strategy Services

Most customers expect accurate personalisation from brands. But, crafting individual customer journeys and consistent, personalised branding solutions is challenging, especially without the right data, resources, or expertise. Luckily, our content strategy services can help. 

Goodman Lantern is a full-service content strategy agency. We can elegantly manage the scale and complexity of personalised marketing. Our team help you build real customer connections and appeal to target audiences. We do so with data and research-backed strategies that cover multiple touchpoints and sales channels. 

Book a discovery call today, and our content strategy services team can help you figure out your next steps.  

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