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How to personalize content by marketing campaign

December 2, 2020 | 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, if you have a campaign to promote content, you might want to highlight the most important points of that content to really sement them when the user navigates elsewhere on your site.

Here's a more thorough example: 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. When the visitor navigates to your main page or pricing page, make sure you highlight that integration again, because typically people don't take action after seeing a message just once.

How to personalize

Top-of-the-fold

Repeat the main point 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).

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.

Below-the-fold content should mention the main highlight of your campaign, say a webinar or a piece of written content.

Images and video

Swap images and videos to be more aligned with your campaign. If you create a 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.

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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