3 Methods to Personalize Your Campaign Messages and Offers

Personalized marketing messages typically perform much better than generic messages to general audiences. In some cases, conversion rates double or triple. That often equates into significant changes in ROI and future sales opportunities.

Conceptually, personalization is taking a message that normally comes across as “hey you” and turning it into “Dear Joe Customer,” in such a way that the recipient of the message actually feels appreciated and cared for. Messages are read more and the audience takes action.

1. Variable Content
   Variable content is either creative or copy that changes from audience to audience. Existing technologies allow a marketer to control variable content down to actual images and phrases that are used in order to better connect with the intended recipient.
   
   Variable content also includes the use of the name of each recipient. An example message may say:
   

   “Dear [customer name],
   “We appreciate the purchase of [product] you made last month. We also offer [accessory] to go along with it. Please visit our website at: [url] to explore your options.
   
   “Sincerely,
   “[Manager Name]”

   Now, imagine that example with appropriate images and other content. There are many variations to adjust for effective conversion.
2. Variable Offers
   Not all market segments are alike. A personalized message improves when the message includes a personalized offer as well. A senior citizen segment may appreciate the value of an offer differently than a younger demographic on a specific product. Offers should cater to the recipient for a higher conversion rate, which results in a higher ROI.
3. Multi-Media Campaigns
   Internet solutions often offer a much more flexible environment for the use of personalization and variable content. Offers can be sent in one media to attract the audience and then, hand them off to an online conversion tool like a website or Personal URL (PURL).
   
   The key to these campaigns is to understand how to attract, redirect, and then convert the audience. Often an “offer they can’t refuse” accompanies the first message but must be redeemed upon transfer to the second media type. When the transition is smooth, the execution can yield great results.

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Attracting and Converting Leads Online Using SEO Concepts

How many leads did you convert from natural search engine traffic last month? how about over the last year?

Your natural search engine rank is key to your online web traffic and converted business. We're not talking here about paid search engine advertising but natural results that result from successful SEO practices.

There are 2 key concepts to successful SEO activities:

1. Relevance
2. Popularity

SEO and Website Relevance

Website relevance means that your content and tools match the keywords search engine users search on. For example, if I search for "las vegas realtors" search engines return the top results for "Las Vegas" and "Realtors", "Real estate agents", etc. They want to return results that best match the inquiry. They provide the best results for users based on relevant, well written content.

SEO and Website Popularity

Search engines give significant credibility to websites that appear to be authoritative. An authority site is one that others recognize  as credible and accurate. Search engines tally the quantity and quality of inbound web links to a website.

SEO Activities

Several key activities will promote websites significantly.

• Keyword analysis - search engine keyword analysis to determine which keywords should be targeted on a website.
• On-page keyword optimization, including meta tag optimization - page by page keyword placement to accurately make a page relevant to an audience.
• Inbound link campaigns - campaigns by which content, articles, blog posts, and other forms of content from popular websites link to a website creating popularity.

Lead Conversion

Once a visitor has found a website via search engine results, it's key to make sure the conversion tools are powerful. Compelling calls to action drive prospects to conversion elements. These prospects become converted as visitors accept special offers for service or products in return for the sale or for their contact information. Websites can be powerful conversion tools as the drives sale and lead engines.

SEO and Conversion Solutions

Find an SEO company that is expert at website optimization. Realize that SEO results don't occur overnight and they may require a significant budget of time or money depending on how strong the competition is for a particular website.

Also find a design company that can convert prospects once they arrive on a website.

Contact Vauntium to learn more about our SEO and web design solutions. Also consider using an SEO friendly website like ProSPOTLIGHT to promote your professional assets.