Intermediate/ Digest...

If you’re interesting in building relationships with that 98% of your website traffic, here’s how you can use personalization tools to make that happen.

 

1. Put Personalization Software in Place

Installing real-time personalization software is typically easy, as long as you choose one that works with any content management system (CMS) — or at least the CMS you use.

 

2. Determine Your Audience

Define who your ideal customers are. You can approach this in one of two ways – you can list the names of the specific companies that you’d like to target (using account-based marketing tactics), or you can use your personalization software to target specific buyer personas.

 

3. Sit Back and React

Once you’ve installed your software and specified your audience, the entire process runs itself – hands free. Your real-time personalization software will identify the relevant attributes of each visitor to your website, and feed that visitor the most appropriate content for that particular visit.

 

4. Continuously Test and Refine

An ideal real-time personalization solution can provide both A/B testing and auto-tuning capabilities – this means that as it serves content to your website visitors, it also notes each visitor’s engagement with the content, making adjustments to its algorithm based on each visitor’s reaction.

 

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