Contextual marketing, or website personalization, is the next big thing in the world of online marketing. This strategy allows you to automatically change the content shown on your website based on the characteristics of the person viewing it. Big companies like Amazon have been doing it for years, but marketing software now makes it possible for smaller businesses to implement. But, like most elements of online marketing, contextual marketing isn't something you should just jump into. Here are some questions you should ask yourself before you take on contextual marketing.
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When your potential clients land on your homepage, what do they see? Do they see content that is personalized to them, or generic web copy that is designed to appeal to everyone? Sophisticated marketers realize that when you try to appeal to every possible buyer, you end up appealing to none.
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Last week on the blog, I covered contextual marketing and why it is so powerful. In this post, I will go over how to implement contextual marketing. Your website is the primary tool for your inbound marketing efforts, and your blog posts, email campaigns, social media posts, pay-per-click and other online advertising drive traffic to your website.
Your website traffic may include new visitors, existing leads, established customers, referral sources and even potential employees. If your website home page is generic, or designed primarily as a sales tool, some of your visitors will not find what they are looking for quickly and move on. When you make your website contextually responsive to each of your visitors, your marketing results will improve, because you will automatically show the right content to the right visitors at the right time.
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The best marketers understand that whether you are working online or off-line, marketing is about people. To be able to earn the sale, and get a new client from your website, you need to form a relationship that feels like a one-to-one exchange, but that can be scaled through the power of automation. Because inbound marketing is about people, our inbound marketing process starts with developing the buyer persona. Only after we understand the traits, fears, hopes and dreams of our buyer persona do we go on to create content that will attract him or her to our website.