Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

Context Marketing: Why Your Content isn't Personal Enough

Context Marketing: Why Your Content isn't Personal Enough Blog Feature

December 22nd, 2012 min read

 

context marketingYou want leads!  You need leads!  And the best way to get leads is to personalize your content to suit them… right?  A lot of our eBooks and white papers like “25 Simple Ways To Generate More Customers” tout the personalization of content, but then we heard back from a lot of our clients with several of them saying, “It’s just not working for us!  What are we doing wrong?”


It doesn’t matter how much info you have on your lead or lead group.  If your messaging isn’t done correctly, then that dynamic content that you’ve worked so hard on will have no impact or, even worse, it may have a detrimental impact on your company.  Here are some of the reasons why your “great content” may not be so great after all.


You Look Like A Stalker


So you have all other tools in place that tell you exactly where your visitor went, what eBook your lead downloaded, and what purchases your customer made in the past.  While you may think that sending an email that says “we see you’ve visited (this) page in the past and may be interested in (this)” is a good idea, it often comes across as stalker-ish.  Your leads and customers will either feel:



    1. Annoyed, or

    1. Violated and afraid


Either way, none are going to do your company any favors.


So what should you do?  Stop being so obvious.  You know what page they went to, they know what page they went to.  Rather than state the obvious, make offers that help gently lead them along the sales funnel.  Educate them on how your offer will benefit them specifically based on the pages that they visited or the offers that they took you up on without mentioning the fact that you know where they’ve been and what they’ve done on your site.


Your “Dear John” Letters Are Still Generic


Wow.  So you know a lead’s name.  Gold star for you.  While that %FirstName% personalization is important, that shouldn’t be what really makes your email marketing campaign shine.  Throwing in a “Dear John” or “Hi Sarah” line at the start of every message, or interspersing their name throughout each email, isn’t going to impress anyone.


The lesson here: do incorporate their first name, but go further than and make full use of the information that your inbound marketing tools can give you.  If you aren’t using inbound marketing tools yet, our eBook “The Essential Guide for Mastering HubSpot” will give you an idea on how top quality inbound  marketing tools can really improve your business.


You Have Sloppy Content


When you send out or produce any content and post it for anyone to see, it should be a proofed copy that’s professional and top quality.  Not only should you be looking for things such as whether or not a certain word is spelled properly or if your message is grammatically correct, but you also need to look for any broken links and improper symbols (keep your eyes peeled for any rogue “&” or “%” symbols).


Solution:  To make sure that you always produce a clean copy, try out one of the many tools available that allow you to quickly and easily personalize any message through a drop down menu.  This way, you don’t have to worry about trying to fill in and remember any of the syntax yourself.


Introduce Context Marketing


If you're interested in learning how to turn these tips into actual results, be sure to check out our popular ebook, "How to be the King of Content Marketing."

Here’s a secret: Video should be your best revenue driver. And it’s actually easier than you think.

Join us on July 20 for Video Sales and Marketing World 2021 and learn from industry experts who are crushing it with video. The best part? Every tactic and strategy you’ll hear about has already been proven to work … so you don’t have to.

Register now with an IMPACT+ Pro membership, free for 14 days.

Hurry, early pricing expires in on July 15th!

Register Now

Keep Scrolling to Continue Reading

Online, everywhere | July 20 | 9:00 AM - 5:00 PM ET

How can your sales and marketing generate more revenue? Video. And it’s actually easier than you think. Learn how at this one-day digital experience.
Register now with an IMPACT+ Pro membership
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Video can be your next best revenue driver. And it’s actually easier than you think. Learn how on July 20.
Register Now
Video can be your next best revenue driver. And it’s actually easier than you think. Learn how on July 20.