February 21, 2012

It’s All About Personalization

Alyce Currier

Marketing

Get Smart Content _is a content-targeting platform that enables marketers to provide website content and messaging that is tailored to their visitors’ interests. _You can follow them on Twitter at__ @GetSmartContent.

Get Smart Content is a big proponent of data-driven marketing. The Wistia team is all about analytics and that’s why we get along so well! It’s also why Get Smart Content and Wistia are teaming up on an integration scheduled for completion later this month. Soon you will be able to combine Wistia’s powerful video tools and Get Smart Content’s content personalization technology to show the right videos to the right visitors at the right time on your website!

To kick off this integration, Get Smart Content wanted to share our thoughts about audience segmentation and how content can be personalized to meet the varying interests of your different visitor types.

For most businesses, your website visitors are a diverse group of people who are driven by varied interests and have different levels of experience with your site and brand. How you interact with your website visitors is key to cultivating and retaining customers. But without a phone conversation or live chat, how do you personalize lead interactions to better engage and connect with your audience?

By looking at a visitor’s online behavior and interests, you can tailor your website content specific to your visitors’ needs. Being extremely relevant creates a natural connection with your leads and thus increases the likelihood of conversion. Here at Get Smart Content, we can help you segment your audience into meaningful groups and give you the tools to personalize your website content to each audience segment.

See below for an example of Get Smart Content’s audience segmentation and content personalization in action!

Not sure how to analyze your website’s audience? Check out this video we made, with a little help from Wistia’s great video hosting solution, that gives an overview of our free audience segmentation tool we call the Opportunity Report.

Here are seven simple categories which we typically recommend for audience segmentation. Some categories will be more or less relevant depending on your type of business, but we have yet to find a business that can’t benefit from at least a couple segmentations:

  1. Geo-targeting: the geo-location of your visitors.
  2. Keyword: the keyword search made by your visitor tells you what they are looking for.
  3. Previous Engagement: how the visitor has previously engaged on your site – what actions they have taken.
  4. Mobile: defines what mobile device a visitor is using and allows marketers to change their messaging depending upon the device.
  5. Social Referral: how has the visitor engaged with your brand through social media.
  6. Time/Day/Date: provide content based upon the time of day, day of the week, or date.
  7. Total Visits: the number of times a visitor has been to your site.

You can generate your own Get Smart Content Opportunity Report to see how your different audience segments are performing and where you might be missing opportunities to connect.

Be on the lookout for more details about the upcoming Wistia & Get Smart Content integration!

Want to be part of the beta launch? Sign up here!

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