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How to personalize content by marketing campaign

April 18, 2022 | Teemu Raitaluoto

Campaign misalignment is one of the biggest reasons for failed marketing campaigns. It means that the marketing campaign uses a different messaging than what the company typically has on its main website or the landing page you're trying to get people to land on. It's typical to drive visitors from a campaign to a landing page, but what happens if they don't convert right away? Using campaign personalization allows you to remember what campaign your visitors entered. This allows you to create personalized content that goes beyond the landing page when the user eventually visits your site again.

When to use this Playbook

You can use this Playbook if you're creating multiple marketing campaigns (either ad, newsletter, or outreach) and you want to align your page messaging with the campaign.

For example, if you have a marketing campaign to promote content, you might want to highlight the most important points and keywords of that content to really cement them in the mind of the reader when the visitor navigates to your landing page or around the rest of your site.

Use case 1 - Ad-to-landing page

You create a Linkedin campaign to promote a 3rd party integration you created for your product. The visitor lands from the ad to your landing page and enters the campaign. If the visitor doesn't convert right away but navigates to your main page or pricing page, make sure you highlight that integration again in multiple places, because typically people don't take action after seeing a message just once.

Use case 2 - Newsletter-to-landing page

You have a popular email newsletter you are distributing to different audiences, but the content of that newsletter doesn't always match with the landing page or product page content you want people to visit. Converting from the landing page signals intent and interest so personalizing the key highlights of your newsletter on the pages helps visitors have a more unified experience from channel to page. Familiarity with the content helps customers remember why they came to your site in the first place.

It's also good to have a consistent experience when the visitor comes back a second time if they didn't convert on the first visit. You can still highlight content that got the reader interested in the first place.

How to personalize

Top-of-the-fold

Repeat the main points of the campaign to remind the user why they landed on your site in the first place. It might be days since they first visited your landing page, then bounced, and later came back through another route (without the UTM parameter in place) for example through a retargeting campaign.

Tone and content

If you used a specific tone in the ad campaign (say a Christmas campaign 🎅), don't lose the tone on your site but keep it consistent. A lot of times campaigns try to have a more fun tone than the rest of the company website, especially in B2B.

Below-the-fold content should mention the main highlights of your campaign again and highlight other relevant content to the campaign such as topic-related webinars or blog content. Keeping the experience consistent is crucial.

Images and video

Swap images and videos to be more aligned with your campaign. If you create a presentation video ad campaign on Youtube, you can include a part 2 video of a 2-part series on your site. People like consistency, and they're likely driven by similar things that made them land on your site from the ad campaign in the first place.

Call-to-actions

If you used any special type of call-to-action in your campaign such as "Get a free ebook", make sure to use that same call-to-action on your landing page AND website. It's not great to push for a demo and bury the ebook download in the footer of your page if that was the main reason the click on your ad or newsletter.

How to create this segment

UTM parameters in links

When creating marketing campaigns, you often want to measure the attribution of different campaigns to understand what works and what doesn't. This is why marketers use UTM parameters that can be later parsed in analytics. You can use Google's Campaign URL Builder to create your links with UTM parameters.

UTM parameters in segmentation

  • UTM source is any ─ then as part of your URL structure, include a UTM parameter, for example: https://markettailor.io?utm_campaign=winter2020

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