How to make Smart Content intelligently
Posted: Tue Jan 21, 2025 3:43 am
Imagine someone buying a model X watch from an e-commerce site. And when they go to the store a few days later, they find that the same watch they already bought is on sale at a reduced price. Not only will the promotion be ineffective for that consumer because they already have the product, but it will also cause frustration knowing that they bought it at a higher cost.
The solution to this type of problem (and many others) is Smart Content. The main advantage of this strategy lies in the personalization of each user's experience when browsing your site. We're not just talking about writing a user's name in the headers of the page ("Hello John Doe, welcome!"). When we say personalized, we mean that it adapts to the preferences and habits that customers have shown.
Here are 5 tips to implement them intelligently:
1. Focus on the buyer persona
When a footballer or a tennis player visit a sports store's band database website, they are looking for very different items. That's why you need to know the type of buyers who visit your pages and properly segment your databases according to the type that best defines them. All profile information should be connected to the content generated in your marketing strategies that your page displays. This way, you should be able to create lists of interests related to each type of buyer.
2. Add value to the Internet user experience
Once you have defined the criteria for your buyer personas, implement them in a way that improves the experience of the users who visit you. In the example from the previous point, a “football players” segment, made up of all those who have bought soccer balls, goalkeeper gloves, etc., could help you offer them other products belonging to the same context, such as soccer boots or shirts. In addition, with this information you can change the modules that show the articles and news from your blog related to the world of soccer in a prominent way, leaving those related to tennis or swimming in the background. In short: by showing content in your e-commerce that is relevant to each customer, the next time they visit your store they will find a more assertive solution to their needs.
3. Use workflows
These are a series of automated actions that are activated depending on the information you have about each user or their behavior on your site. They are especially recommended for sending emails. An illustrative example: to a customer who buys a lot on your site and always leaves quality reviews, it is not advisable to send them the same loyalty emails as to the others. Perhaps the best thing to do here would be to invite them to a webinar on the importance of reviews to improve consumer experiences. Or to tell them that there is a system of points and awards for quantity and quality of reviews. This will generate greater loyalty in their case.
4. Take advantage of the benefits of vertical marketing
Thanks to the fact that your website will be optimized with Smart Content, it will be much easier to apply vertical strategies to the different niches that make up the large number of Internet users who visit your page. This type of strategy is usually less expensive and more effective in conversion. Historically, the problem of its execution has been linked to how to accurately know the buyers, but thanks to the large amount of data available and the advance of analytical tools, this is relatively easy today.
5. Implement a scoring bidding system
By knowing your visitors' behavior, you can determine which loyalty points system is most suitable. In addition, by knowing their interests, you can focus discounts on those products that are most attractive to them.
There are many strategies when it comes to creating Smart Content in an intelligent way. However, these are the essential points that summarize their correct application. Following the tips mentioned is highly recommended if you want to obtain better results.
The solution to this type of problem (and many others) is Smart Content. The main advantage of this strategy lies in the personalization of each user's experience when browsing your site. We're not just talking about writing a user's name in the headers of the page ("Hello John Doe, welcome!"). When we say personalized, we mean that it adapts to the preferences and habits that customers have shown.
Here are 5 tips to implement them intelligently:
1. Focus on the buyer persona
When a footballer or a tennis player visit a sports store's band database website, they are looking for very different items. That's why you need to know the type of buyers who visit your pages and properly segment your databases according to the type that best defines them. All profile information should be connected to the content generated in your marketing strategies that your page displays. This way, you should be able to create lists of interests related to each type of buyer.
2. Add value to the Internet user experience
Once you have defined the criteria for your buyer personas, implement them in a way that improves the experience of the users who visit you. In the example from the previous point, a “football players” segment, made up of all those who have bought soccer balls, goalkeeper gloves, etc., could help you offer them other products belonging to the same context, such as soccer boots or shirts. In addition, with this information you can change the modules that show the articles and news from your blog related to the world of soccer in a prominent way, leaving those related to tennis or swimming in the background. In short: by showing content in your e-commerce that is relevant to each customer, the next time they visit your store they will find a more assertive solution to their needs.
3. Use workflows
These are a series of automated actions that are activated depending on the information you have about each user or their behavior on your site. They are especially recommended for sending emails. An illustrative example: to a customer who buys a lot on your site and always leaves quality reviews, it is not advisable to send them the same loyalty emails as to the others. Perhaps the best thing to do here would be to invite them to a webinar on the importance of reviews to improve consumer experiences. Or to tell them that there is a system of points and awards for quantity and quality of reviews. This will generate greater loyalty in their case.
4. Take advantage of the benefits of vertical marketing
Thanks to the fact that your website will be optimized with Smart Content, it will be much easier to apply vertical strategies to the different niches that make up the large number of Internet users who visit your page. This type of strategy is usually less expensive and more effective in conversion. Historically, the problem of its execution has been linked to how to accurately know the buyers, but thanks to the large amount of data available and the advance of analytical tools, this is relatively easy today.
5. Implement a scoring bidding system
By knowing your visitors' behavior, you can determine which loyalty points system is most suitable. In addition, by knowing their interests, you can focus discounts on those products that are most attractive to them.
There are many strategies when it comes to creating Smart Content in an intelligent way. However, these are the essential points that summarize their correct application. Following the tips mentioned is highly recommended if you want to obtain better results.