It is thanks to this targeted content that a site can be discovered by a user looking for a solution to a problem. Good practice would therefore like these articles to be written imagining specific problems of the buyer persona we intend to attract. But how can we present the right content to our anonymous visitors? Let's find out together in this article.
A user's decision-making process is almost never as linear as we imagined.
The ideal buyer's journey should in fact predict that this user, searching for a problem or symptom in search engines, comes across an article we have written that is attractive enough to convince him to click the link and read it.
Inside or at the end of this article you will find CTAs that invite you to delve further, perhaps by downloading material that will induce you to register on our site, thus list of argentina consumer email subsequently giving us the possibility to contact you again and ideally to transform you into a customer of our service.
There is however a small problem... this happens on average (if we are good!) in 2% of cases, and for all the rest of the traffic we do?
Is it possible to increase the percentage of leads generated?
Personalization of the customer experience: let's start with the contents
“Content for everyone is content for no one” is an old inbound marketing motto .
Writing specialized content that interests our different buyer personas is a fundamental condition for being relevant to them.
But let's suppose that your business - as it happens in most cases - is aimed at different buyer personas and maybe different Industries.
This will force you to make your homepage extremely generalist, to avoid the risk of giving greater prominence to information that is not important for the user, consequently making you perceived as poorly prepared on the topic of their interest.
We could therefore say, paraphrasing the motto above:
“A Homepage for Everyone is a Homepage for No One”
It is at this level that personalization becomes fundamental because, being able to profile users by segmenting even anonymous users, we will be able to present them with more relevant content and consequently be perceived as specialists in the specific subject that interests them, without actually having made any additional effort.
