The power of personalisation: creating tailored content for your clients

Personalisation is the key to making your marketing stand out and can help build client loyalty. However, personalisation must be about more than simply including the client’s name in marketing communications – it’s about tailoring your content activity to their preferences and showing you understand their specific requirements. Failing to do this runs the risk of losing clients to someone who does speak to them personally. In this blog we look at how to tailor your content for your clients.

Understanding personalisation

Personalisation is more than just addressing a customer by name on emails; it’s about delivering content that is relevant to individuals.

That often requires using technology and data to collect and analyse client information and tailor content to specific behaviours and preferences.

Collect client data

Understanding your clients is the foundation of personalisation. Collect information from website visits, email responses and social media interactions.

As their accountant you will also know what sectors your clients work in, what services they have required in the past and which ones they may need in the future.

Once you have a clear understanding of your target audience, you can use customer data to personalise your content and messaging.

Segment your audience

After gaining a clear understanding of your clients, the next step is to segment your audience according to common attributes like demographics, past purchases and browsing patterns. Using audience segmentation, you can develop customised campaigns for various client groups and help ensure that the messages sent to them are relevant to their requirements and interests.

Implement personalised content

Now that you have segmented your audience, you can produce content specific to each group. One option is personalised emails that are tailored to the requirements and tastes of each client. You can include dynamic content that highlights various products, offers or messages according to the recipient’s behaviour.

You can also use the data to plan your content marketing strategy: for example, creating a series of blogs and articles for your website based on the tax needs of clients or the issues facing their business sectors.

Leverage marketing automation tools

Marketing automation tools such as HubSpot, Marketo, and Pardot can help you create targeted campaigns based on customer behaviour and demographics. These tools can also help you personalise your content and messaging at scale.

A powerful strategy

Personalisation is a powerful strategy that can enhance the efficiency of a marketing campaign. By presenting customised messages and offers, you can create deeper client connections and increase engagement, conversion rates and loyalty. However, effective personalisation requires a calculated strategy that uses technology and data and a thorough understanding of client demands.