The idea is to make consumers engaged and satisfied with whatever products and services you wish to offer them. Brands investing in personalization are winning the hearts of consumers because they provide something extra and stronger to their users. Well, customization doesn’t promise a good sale tactic but the way you present your message must simplify the user experience for your customers. Growing business online is a big responsibility, especially in the modern era of brands, emerging their digital presence every single day. Boosting business with personalized automation is not an easy task. The IT Solution Companies have to put some light on essential elements and stay updated according to the current changing tech world, to stay within the ongoing competition in the industry. An active social media account with some personalized ad campaigns are just not enough to stay connected with your customers. 

What’s the need of the hour is the way you change your approach for the betterment of both your brand as well as your connection with the customers. Content personalization and automated email campaigns are the two most useful options for the best IT Service Companies Canada to surefire their way towards an effective marketing strategy. Taking insights about your consumer’s journey, primary data collection, a few website tweaks, you can start planning your steps towards marketing automation. 

What is Content Personalization? 

The term content personalization refers to the display of different messages to customers as per their last interactions with the business. 

Existing and new customers will receive different messages as per their conversation. If the user has already purchased from an eCommerce site, the next marketing messages must be designed in such a way that it encourages the customer to make more purchases. Allow the customer with some suggestions of other products, using marketing messages. Repetition of orders, purchase related items, supplemented products must have space in your message for them. As a new user, you must put some light on the variety of products you can offer them and for existing users show some discounts, relatable products to encourage their purchases. 

On another way around, your focus shifts from customer acquisition to customer building to boost their connection with your brand for a longer period. With content personalization, you can alter the messages and customize the tone and content as and per your desire. Modern consumers are most likely to shop with brands that provide them with reminders, recommendations that are relevant to their needs. In such a case, tracking and segmenting your target audiences is no longer just optional. It is surely a must!

Why Content Personalization? 

The very beginning of personalizing content starts with cookies- you tag the user’s browser with a cookie to track the pages they visit, the products they add to their carts, several completed purchases and other such actions which you feel is of importance to extract information about the interests of the customers. 

Based on these behaviours and conversions, you must craft several versions of your message. If done correctly, cookies are extremely useful in creating a customized experience for your customers. And the consumers would love this because this will benefit their interests. 

The digital market offers brands a wide range of tools for content personalization. When a new customer places an order, you know his initial purchase. Using this information, you can change or personalize the call-to-action which targets a repeat order. This action lets customers know that they are at the right place, making it easier for them to purchase the products they are interested in with minimal effort. 

Engaging Consumer with Email Automations

In the more traditional sales environment, marketing automation works very well. Your recipients qualify themselves through their behaviour. Their action makes them more closer to their purchase and your sales team can track their interactions. Several businesses make use of their websites to collect leads for the sales team. However, in search of new leads, sometimes the previous customers are neglected. Might be as well that the previous customers have been inactive for a longer period. 

To avoid any neglect for your previous customers, an automated email drip campaign can come into play. 

This option allows a series of emails triggered depending upon the customer’s actions and is designed to encourage forward actions. This might be a search, a conversion through the newsletter, or maybe an actual conversation or sale. 

1. When a user signs up on your site for a free demo trial, 

2. Send an automated welcome email to the user, containing a clear call-to-action or the ‘next step’

3. In case the user does not respond, your email service must deploy the user with an automatic follow up email that day, including call-to-action, or a view calendar to book an appointment with the salesperson

4. If the users respond to any of the emails, they are listed out off the email drip campaign and assigned a salesperson automatically 

This example shows us how marketing automation plays an integral role in enabling sales and ensures a firm customer acquisition funnel. 

Considering one more possibility, what if the customer remains unresponsive for a longer duration of time? Here, you can follow up with a series of emails with some pointed questions, special discounts and offers, informational resources to encourage them to engage with the sales team. 

*Send user with time-bound info through email, signifying an offer for a free consultation*

A customer relationship management system is required for automated email drip campaigns. This action allows the business to track a customer’s journey. HubSpot, Mailchimp, Zapier are useful tools to help setting up such types of campaigns. However, looking for new and improved email engagement tools is never out of fashion. 

Marketing automation is one of the most powerful concepts which shapes, evolves, forms a tremendous impact on your business, starting from the bottom line. 

To set up your digital marketing game, the power of personalization and marketing automation aids the top IT Solution Companies Canada to work upon updating the approaches they take. Staying current and adopting what interests the consumers is surely going to pave a smoother way for your brand to make its place in the digital world. 


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