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How to personalize content by marketing campaign keyword

September 24, 2021 | 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.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 from. This allows you to create personalized content that goes beyond the landing page.

When to use this Playbook

You can use this Playbook if you're creating multiple marketing campaigns and you want to align your website to the campaign.

For example, you're targeting a very specific keyword on Adwords that drives people to your site. If they land on your site and cannot find the same keyword again when scanning the site, they are likely to bounce. People like consistency and their behavior is driven by relevancy.

Keywords can also be used if your product has different main value propositions for different types of audiences. For example, one segment might appreciate the ease-of-implementation of Stripe and another might appreciate security.

How to personalize

Top-of-the-fold

Repeat the keyword you used on your ad campaign. Also, tie your value proposition to the keyword you used to really align your campaign and website.

Content

Mention the keyword throughout your content to drive your point across. 

Images and video

If possible, produce image and video assets that mention the keyword. It's a sure way to position yourself in the visitor's mind as the topic expert in the keyword you use. 

Call-to-actions

Use the keyword in your CTAs if possible. For example, if you drove people to your site using the word "website personalization", use a CTA such as "Start personalizing" or "Personalize your website now". The chances of visitors taking action are much higher when you tie it to the thing that drove them to your site in the first place.

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_term=website-personalization

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