Tailored Content: How To Ensure Your Message Resonates

Imagine this: you're at a bustling party, surrounded by a diverse crowd of people with different interests, backgrounds, and needs. Now, think about how you'd start a conversation with each of them. You wouldn't use the same opener for everyone, right? That's exactly what content personalization is all about in the world of digital marketing.

Welcome to the ultimate guide on the magic of tailoring content and personalization. Today we're diving deep into why it's the secret sauce for successful digital marketing campaigns. Personalized messages resonate on a deeper level, forging stronger connections with your audience, but crafting tailored content isn't just a shot in the dark. It's a strategic dance with data and audience insights. We're talking about turning numbers and analytics into captivating stories and compelling calls-to-action.

Ready to level up your digital marketing game? Buckle up as we explore the art of content personalization, from decoding audience personas to unleashing the power of tailored messages.

Why is Social Content Personalization Important?

Personalization marketing has real advantages for companies: according to McKinsey, it can reduce customer acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase marketing ROI by 10 to 30 percent¹. Personalization has also been shown to improve performance and provide better customer outcomes¹.

A personalized approach to your social strategy ensures that your audience receives content that's aligned with their interests, preferences, or needs. It makes them feel like your brand understands and values them and improves the quality of their experience to advance customer relationships, sales, and ultimately, long-term growth.

Personalization means you know your customer well and you know what they need to solve a problem they have (and for that, they'll come back again and again). After all, your audience follows you for a reason. Your brand/social media presence is serving something they are looking for.

Consistently providing your audience with content tailored to their interests shows them they can trust your brand, making them more likely to become loyal customers. But how do you do that?

How Use Insights to Tailor & Personalize Your Content

Your social data is a gateway to understanding your audience and creating content that resonates. Marketers can use these metrics to evaluate content quality, identify best practices, and optimize strategy. Leverage these valuable insights to continually refine your content strategy.

• Begin by reviewing metrics such as engagement rates, reach, and follower demographics to understand what's working and who your audience is.

• Identify top-performing content types, posting times, and hashtags. Use this data to create more of what resonates well with your audience and optimize posting schedules.

• Keep an eye on follower growth and unfollows to gauge content impact. By regularly analyzing insights, you can adapt and evolve your strategy for improved engagement and results.

• Use your insights to learn more about overall trends across your followers and your content’s performance with your audience.

Insights can help you improve your content strategy in several ways, such as determining when your audience is most active to schedule your posts accordingly, seeing which content types and formats generate the most engagement and reach, discovering which topics and hashtags resonate with your audience best, tracking your growth and performance over time, and comparing your results with your competitors. By leveraging insights, you can adjust your goals and tactics as needed while also learning from the successes and mistakes of others.

How to Get the Most Out of Your Social Metrics to Optimize Your Content Strategy

Interpreting data into actionable insights can be tricky! Leverage our tips below to help you get the most out of your data.

1. First, focus on the metrics that matter for your objectives. For instance, if you want to increase brand awareness, look at impressions and reach. If you want to build loyalty, look at engagement and saves.
   • Reach can help measure visibility. Think of it as casting a wide net to capture potential followers within your target audience. The more people you reach, the better your chances of building up your community.
   • Engagement is a key ranking signal for the algorithm, which means more content interactions can increase reach and amplify content. Engagement can also confirm whether your content resonates with your audience and how they feel about it.

2. Look for patterns and trends in your data. For example, if you notice that your posts get more engagement on certain days or times, try to replicate that.
   • Publishing at the ideal time for your audience can help good content get engagement right away, which can further increase reach and boost your results. Over time, you can gain a better understanding of the timing that works best for your audience. To find peak and off-peak times quickly, you can also check the audience metrics for your account.

3. Compare Profile Activity
   • Looking at profile activity is valuable because profile activity metrics can give you a sense of the actions people took after viewing your content. Did they visit your profile? Did they follow you? Did they tap any links? In other words, it’s crucial to compare these metrics if you want to grow your following or drive traffic to your website.

4. Compare Formats
   • When you compare two reels/videos, posts, or stories, you can gain insight into ways to improve each content type. It’s helpful to compare engagement metrics between different content formats to see what works best.

5. Test different variables and measure their impact. Try different captions, filters, stickers, or call-to-actions and observe how they affect your metrics.

To learn more about how Inspira’s social team creates personalized social content, check out our California Pizza Kitchen case study where Inspira strategized a content plan and social media tone based on the elements of history, nostalgia, the tastes people grew up with, and the California feeling. Ready to get started? Let’s go!

Written by Greer Hardy, Client Engagement Manager

Sources:

https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization

https://emplifi.io/resources/blog/personalized-marketing-on-social-media