F#ck Content Marketing by Randy Frisch
Author:Randy Frisch
Language: eng
Format: epub
Publisher: BookBaby
Published: 2019-02-09T01:52:32+00:00
Personalization Can Be Overwhelming
If all you had to do to personalize was make it so your website greeted every visitor by name (“Welcome, Randy!”), then we wouldn’t have much to talk about in this chapter. We’d just tell you to buy a solution like Optimizely, and you’d be off to the races. Same thing when your latest email could start with “Hey Randy” and we were amazed at how they knew! Today, we quickly chalk that up to basic marketing automation if the rest of the email doesn’t match our wants/needs.
Our buyers expect more. The people coming to your site looking for solutions are on a complicated journey. It’s going to take more than a robot that can learn their name to impress them. Remember, it takes a lot of content to convert a visitor into a qualified lead. To make sure you’re getting the right content in front of them, you’ll need to use every tactic you have available—such as lead nurturing, sales coordination, and targeted account mapping—all while demonstrating your credibility and trustworthiness.
To show you what I mean, let’s take a look at two personalization experiences I had recently.
Sometimes, my dad likes to help as Uberflip’s sales rep. When he learned that one of his friends’ companies was looking to improve their digital marketing, he suggested they contact us to see if we’d be a good fit for them.
Wanting to learn more about the company, I headed over to their website and started clicking around. On their content page where they kept their white papers, I saw something odd. Underneath a little teaser for the company’s most recent white paper, their call-to-action simply read: “To download this white paper, email Frank.”
“Wait,” I said to myself, “who the hell is Frank?”
I could tell from the sophistication of this website that Frank was not an AI bot. This was confirmed when I clicked the button, and, sure enough, it actually opened up my email client to send a message to frank@[company name].com. It kills me that I am not including the screen shot, given this happened in 2018, but I’m too nice (and it’s my dad’s friend). I stared at the window, a thousand questions running through my head. What did Frank expect me to say? Was there some secret password I had to know in order to gain access to the white paper? Would Frank expect us to be friends afterward?
Ultimately, I’ll never know. I simply closed the window and got on with my day.
From a personalization perspective, a setup like this is a mess. For starters, it’s inconvenient. Customers should never have to email some random person at a company just to download a white paper. If nothing else, that’s what automated (and personalized!) lead capture tools are for.
The worst part, though—and I know nobody at the company intended it this way—is that the whole thing ended up feeling sketchy. Your customers aren’t going to want to suffer through an awkward conversation with some guy named Frank. Most of us avoid interactions like that as if our lives depended on it.
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