1.Know your audience
To provide a personalized experience to your audience, creating target personas will help clearly define an ideal client profile and understand the types of content that are most relevant and important. Building out these personas might seem like a waste of time but taking the time to identify who the ideal client is will only help attract that type of person to the business. Define things like age, income, family, lifestyle habits, likes, and interests. Go beyond defining the basic demographic characteristics. Specifically, knowing your target audience’s goals and challenges is extremely important in creating content that is personalized and will resonate.
2.Define which content should be personalized
Companies like Amazon are continuously finding new ways to personalize their content to their user. This type of personalization is becoming an expectation across other industries and shouldn’t be ignored or dismissed in financial services. According to KoMarketing, 47% of customers are looking for a personalized buying experience from brands. Personalization can go far beyond the obvious methods that people might be used to seeing. You can transform static into a personalized experience that reflects an advisor’s personal brand. Advisors can modify calls-to-action, engagement apps and hero banners to provide the optimal experience for their audience. Additionally, personalized content can be displaying the most relevant and important content based on behavior or device. Defining which content can and should be personalized will help to create a better overall experienced for advisors and their audience.
3.Create quality content on topics that people want to read
Using tools resources like Google Trends and BuzzSumo, content creators can easily find the topics that people are searching for and what topics are getting shared the most on social media. Leverage those topics as content ideas that will resonate with the target audience defined in step 1.
According to a recent podcast I heard, the #1 hack to converting visitors into leads is by leveraging quizzes. There are many tools available that make creating quizzes a simple process. Quizzes with personalized results are one way to provide high-quality personalized content. In exchange for the quiz results, visitors must provide their email, which then becomes a lead that can be followed up through lead nurturing.