Adaptive Content Personalisation: How to Adjust your Communication Strategy to Different Situations

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Personalisation is the future of all businesses that want to develop and innovate. It implies that companies devise a strategic plan in which customers are approached in unique ways rather than treating them similarly. This might be one of the most challenging business strategies because it needs continuous monitoring and adjusting. However, given that 90% of organisations use content in their marketing approaches, it’s necessary that it’s adapted to each set of target customers and individuals.

Personalised content marketing has plenty of benefits for any business. Most importantly, it helps understand customers and the factors driving them to make a decision over another. At the same time, it provides conversion, leads nurturing and higher revenue, which is crucial for a company’s growth.

But it all takes time to reach perfection, so let’s see what you can do to adjust your content’s delivery.

Identify your target audience

It’s imperative that you must know who you’re changing your marketing approach for. Each type of target audience has its expectations and behaviours, so you need to define who you’re talking to clearly. You can classify these groups by the following:

  • Age range;
  • Gender;
  • Location;
  • Education level;
  • Socioeconomic status;

These are some basic features that you need to consider. It’s true that identifying is the easiest step because this is followed by fitting your approach to your clients’ profiles. But by doing so, you’re increasing your company’s chances to focus marketing efforts to save costs due to prioritised resources.

Learn how your target audience needs to be approached

Now that you know who you’re talking to, it’s time to learn what you should be pursuing so that you attract customers. You need to implement strategies in all business sectors so that everything blends together and clients aren’t confused about the company’s authentic brand.

You can achieve this by analysing your customer persona once again. Figure out their needs and preferences, which will help you adjust your messaging over time. For example, it’s easy to approach Gen Z, as they’re attracted to entertaining content, regardless of what the company does. At the same time, Millennials are attracted by visuals and informative posts.

Choose the right time

The thing with adaptive content is that it must be published at the right time. This formula will never be the same twice, and your company will have to find a flow that works for its core values. But targeting specific times of the year leads to a boost of engagement, leads and sales, so it’s an effort worth making.

Many businesses focus their content around Christmas, Valentine’s Day or Easter, the periods when people buy the most. However, some special days that are more tied to people’s experiences are less pleasant. For example, on the 28th of April, people commemorate the lost lives of those who are not next to them anymore on the International Day of Mourning. Although a quite controversial strategy, you can adapt your language tone and approach more appropriately, such as a hearty written post and an encouragement video with instrumental funeral music.

Use the right social media channel

Choosing the right social media channel allows you to reach the right type of customers. At the same time, when they’ll search for your business, it’ll be easier since you’re present on the applications which they use the most.

Many different social media apps are made for different target audiences. For example, if you want to target young people, you can make a business Instagram account. If you want to appeal more to unemployed people, LinkedIn is your to-go strategy.

However, that doesn’t mean you should be using only one. It’s best to expand your vision and combine both your website with your social media. But focusing on one or two social media accounts will ensure your success.

Personalise customers experiences

Besides the content-creating strategy, you should also try personalising each customer’s experience when engaging with your business. There are many ways to do it, but the main idea is to have the resources and platforms to allow clients to express their opinions and be able to respond to them efficiently.

You can provide customer support by:

  • Phone, if your target audience consists of aged people who need human interactions;
  • Live chat if you think you won’t be able to face the high customer request by phone;
  • Email if your target customers usually don’t have the time to talk on the phone;
  • Self-service, if the processes of your business are relatively easy to understand through FAQs;

Regardless of what option you choose, it’s best to adopt a friendly approach and be wary that people appreciate human interactions more.

Follow the trends

You already know that trends shape every company’s future. Although not all trendy content strategies work, they can help boost your business in an unprecedented way. For this to work, you’d be surprised how hiring a younger person can save your organisation because they’re already consuming the content that’s breaking the internet.

Some of the trends that will dominate in 2023, for example, include the following:

  • The TikTok platform will take over the social media ecosystem;
  • Instagram Reels are still going strong;
  • LinkedIn will be more than posting jobs and connecting;
  • Social SEO will replace hashtags;

Following these trends will ensure that your company is on top of the competition. Take a look at what other organisations post on their socials. You’ll see that almost none of them have a professional and inflexible approach but are rather trying to make people crack a smile and engage with them.

Bottom line

Adaptive content personalisation is the best marketing strategy you can adopt in 2023. This method shows that you care more about people’s needs rather than just making a profit, which will eventually bring you high revenue. If your company is able to shift its strategies more often and follow the trends, you’ll be able to communicate your message and appeal to customers’ wishes properly.

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