As technology and social media platforms continue to develop, we create more and more ways to reach consumers on a personal level. Whether it is developing a specific brand voice catered to certain types of consumers, sending targeted advertisements or emails, or even just including a consumer’s name in an email subject line, we’re armed with many personalization tools.
The first question one might ask is why? Why do we want to spend time on customization? Isn’t our time better spent creating more ads or content instead of building out different options of the same content?
Yes and no. While having enough content at any given time is crucial to maintaining an organized content schedule (see why having an organized content schedule is important here), creating content that will resonate strongly with your consumers is just as important.
We’re provided with so many tools that allow us insight into each and every one of our consumers, it would be a waste to not use those to our advantage. On Instagram alone, Insights provides you with the gender breakdown of your following, their age ranges, top locations by city and country, and what days and hours your followers are most active. Using other services, like Iconosquare, can provide you even more in-depth information, leaving you no room to be lazy with customizing your content!
If you’re sending out email campaigns, many email softwares, like MailChimp, enable you to do A/B testing.
SSLA Quick Tip: A/B testing is a type of comparative content testing that allows you to see which types of content performs better. This can really help you reduce unsubscribe rates and increase Click Through Rates.
Spend some time playing around on any analytics page for platforms you use (most have them) and you’ll see the plethora of information you have right at your fingertips. Going the extra step to make sure you’re curating your content correctly for your consumers will really add a new dimension to how people view your brand.
Written by our Digital Specialist, Nora Henick.
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