As marketers, our goal is to build trust with our constituents, and through that, develop a two-way, one-to-one relationship based on loyalty. We need to provide value to our constituents, so that they become our loyal advocates. But to do so, we need to know and understand them — with data at the source of this knowledge.
To make this one-to-one marketing a reality, the next tactic in your marketing toolkit is web personalization. But the benefits of personalization go beyond creating a compelling, adaptive web experience, delivering the most applicable content and relevant actions for your visitors.
Web Personalization Can Make Your Data Better
Personalization platforms use both push and pull methods of data to and from both your website and CRM to develop explicit, implicit, and contextual personalization strategies.
With contextual personalization, you can use information from a visitor’s website session to adapt content, no matter if we can or cannot identify who they are. If they visit on a mobile device, we can serve up mobile transactions. If they are located in Miami, we can display Miami events and profiles.
But in addition, that session can give us key insights into known users and both correct data and add additional valuable variables to our database.
Content Gives Contextual Insight Into Who We Are
By placing personalization across all web properties with relevant content, we better understand not just who our constituents are but what they care about. You can then infer both professional and personal preferences, and tailor communications to indicate that you are listening.
We know that Joe got his undergraduate degree in history, but now he visits content related to healthcare. Joe now works in healthcare; update the industry listed in his profile.
We can use personalization to capture information related to visitor’s life stages to customize your outreach.
Chris has not visited the website in the past year yet in the past two weeks, has visited multiple webpages related to resources for job seekers. There will be a networking event in his area that month; send Chris a personal email inviting him to that event.
Identify the location from which users visit the website; assess if this IP address represents a home address or work address change. Is it a work address change? Reach out to update their job title and company.
We know that Maria was an international student from Chile, and we do not have any information about her current address or career, but she tends to visit the website from New York City. Send Joan a personal communication asking her to update her mailing address and job information.
And, most significantly, there are people who visited your website – on their own, without prompt – and often, even multiple times a week! Identify who these people are – and engage them via offline channels… immediately.
Imagine if our frontline sales and business development leads, admissions counselors, and fundraisers could see what content their prospects engaged with, what social networks they use the most, or from where do they tend to visit the website that might not be their home address in your database. Enhancing the data in your user profiles will enhance the call they make to their prospects, creating richer conversations and more meaningful relationships.
View the full presentation from Vanessa’s talk at CASE DRIVE.