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8 Tips for How to Optimize YouTube for Search

8 Tips for How to Optimize YouTube for Search

As a marketer, you likely know the importance of fine-tuning content for SEO to capture a primed audience in their search journey (if you don’t, check out our primer here). What you might not be thinking about, though, is how to get the same search optimization from your YouTube content. Similar to how you optimize on-page website elements including titles, meta descriptions, page headings and body copy, you can tailor your YouTube content to rank higher in the video platform’s algorithm. 

High-ranking video content allows your branded content to appear in video search results, to reach the right audience, and to convert users into either subscribers or paying customers, depending on your business goals. 

YouTube is the largest search engine out there, so we might as well make it work in our favor! We’re breaking it down into 8 tips to get started on right away. 

Before we dive into the tactical ways on how to optimize SEO on YouTube, there are a few things to cover so we’re on the same page. 

Understand Search Engine Algorithms

Search engines like Google and YouTube use formulas, called algorithms, to determine what content to serve up in response to an individual’s search. These algorithms are also capturing multiple data points about the user – which means that search results and rankings are tailored to the individual. So how do brands capitalize on personalized results with high-ranking content? Search engines update their algorithms frequently, but there are table stakes ways the algorithms assess your content.

Specific to YouTube, think about keywords to match search, keeping users in-platform, and watch time as top factors at play for creating high-ranking video content.  

Consider Your Content Strategy 

SEO strategies should start with the audience in mind – what do they want to know, how can your brand create an answer, and most importantly, how are they searching for this topic? That leads to looking for keywords with high search volume (more on that in a moment) and trying to find the whitespace where your competitors or other high ranking sites aren’t already dominating the content results (aka, keyword gap analysis). 

SEO keyword gap analysis can take you down a rabbit hole, leading you far away from your brand’s primary focus. To simplify this, consider it like a closed loop. Your content marketing strategy should support search optimization and link acquisition, and your search optimization and link acquisition strategies should support your content marketing strategy. 

Make sure you are keeping the brand’s content strategy top of mind while you are researching keywords – this is where a lot of marketers get side-tracked by high-volume opportunities that don’t fit with the brand’s strategic vision! 

It sounds simple, but a lot of brands will get really far into keyword strategies that aren’t really aligned to the brand’s content pillars. That doesn’t get you very far. These tactics support one another for a stable, cohesive content marketing approach. 

Start by mapping or refreshing your team on the larger content strategy and that way your keyword research and YouTube video content is a strategic arm to the overall content marketing strategy. 

Audit your YouTube Channel

Chances are, your brand YouTube channel is a hodge podge of content (a lot of which will be outdated). For many brands, YouTube is an afterthought to try to maximize the ROI of a video produced for another channel or for a specific campaign. This inevitably leads to a disjointed, non-optimized approach to video content.

Luckily, it’s fairly simple to audit, archive and revamp existing content to maximize the opportunity for crawlability by Google.  

Here’s where to start:

  • Check out your YouTube Analytics and Data Studio
  • Sort and filter your current content based on views, view through rates, and other core KPIs 
  • Of the top performing content, assess relevance to current audiences (i.e., is it out of date, is the information still accurate, and is it a good representation of your current brand strategy?) 
  • If it checks the boxes, it stays – and we’ll walk through how to optimize that existing content
  • If it doesn’t check the boxes, archive or delete forever and mark it off your list

YouTube Analytics dashboard top videos

Okay, now for the tips for optimizing both the content you decided to keep in your audit and your planned content for search visibility.

1.  Keyword Research 

Do you love or hate keyword research? In our experience, it’s polarizing! It can feel tedious but it’s such a great indicator of search habits, frequency, and consumer interests. 

Here are a few quick ways to get good directional data. Make sure you are keeping the brand’s content strategy top of mind while you are in this phase – this is where a lot of marketers get side-tracked by high-volume opportunities that don’t fit with the brand’s strategic vision! 

  • Type starter words into both YouTube search bar and Google search bar and allow the platforms to show you most-searched topics 
    • Example: if you are a skincare brand with an anti-aging product, type in “anti-aging” and let Google show you the associated phrases like “anti-aging cream, anti-aging supplements, anti-aging serum”, etc.
  • Use Google Keyword Planner to find keyword volumes and related long-tail phrases 
    • Check out this useful resource from Backlinko to help you get started
  • Find “question” keywords 
    • Check out this cool Ubersuggest tool from Neil Patel to find question based content (GREAT for YouTube searches!) 
  • You can also find some excellent keywords in your YouTube “Traffic Source: YouTube search” report. 
    • This report shows you all the keywords that YouTube users have searched for to find your videos.

youtube analytics-traffic source keywords

2.Optimize All Titles for Discoverability

Similar to the way you think about titling and meta tagging on your on-site content, functional thumbnails and titles can go a long way in both appearing in search (front load your keywords in your titling!) and for relevance for users. That second part is especially important as clicks / views and video watch time are critical factors in YouTube’s algorithm. 

Remember the following tips as you are writing or refreshing your titling:

  • Video title should be descriptive and provide context 
  • Thumbnail headline should be clear and easy to read
  • Create consistent naming conventions for videos in a channel / series 
  • Even your file name (before you upload to YouTube) can be written so that Google crawls it for relevance!

3.  Use common search phrases for naming and discovery 

When thinking of content creation, titles, and descriptions for YouTube Videos, consider how you search (both on YouTube and on other search engines). 

Use this natural search language for video titles and descriptions to enhance discoverability for new audiences. For example, if your brand sells lunch boxes, think about what advice, tips, and meal hacks parents might be interested in searching for, using phrases such as: 

  • “How To”
  • “What to Expect”
  • “Tips”

4.  Write Smart Video Descriptions

The description field is incredibly useful for helping viewers find, learn about, and decide if they’d like to watch your videos.

  • Prioritize the first few lines of your description to describe your video using search-friendly keywords and natural language (before the “Show More” option).

YouTube Show More link

  • Use the rest of the text (what shows up once they click “Show More”) for extra information like what your channel’s about, social links, etc.
  • Add more key information about your channel, related videos, and even links to social networks or your website below it so viewers can learn more.

YouTube key information description example

  • Create a default description that auto-populates key channel information in all of your videos upon upload.
  • Be sure each video has a unique description. This makes it easier to find through search and helps it stand out from similar videos.

5.  Use Both Hashtags and Tags

Hashtags on YouTube work like other social media platforms (for example, Twitter and Facebook). When you click on a hashtag, it takes you to other posts that also use that same hashtag.

Searchers will use hashtags when looking for content, so relevant, keyword-rich content can help users find your videos. Additionally, hashtags help YouTube better understand your video content as it’s crawling the content.

Hashtags are shown in two places on a YouTube video page. Above the video’s title or inside of the video description box. 

Youtube Hashtag Locations

YouTube also has the functionality to add “tags” similar to how you would tag a product in the backend of an ecommerce website – it helps YouTube serve up the right content according to the category search. Tags are a piece of metadata just like titling and descriptions, and your tags are an opportunity to give YouTube and Google information about your video’s topic, category, and more.

6.  Use Closed Captioning or SRT Files for SEO

Closed captions (CC) are an incredible benefit to the deaf and hard of hearing and should be enabled. 

In addition, closed captions have an unexpected SEO benefit: they are crawlable by search engines. That means your brand will yield an SEO boost if you enable closed captions.

YouTube does support automatic captioning, but it’s not perfect. You can either edit those automatic captions, or you can add your own SRT files.

SubRip Subtitle files (SRT) are plain-text files that contain subtitle information. They include start and stop times next to the subtitle text, ensuring they’ll be displayed at exactly the right moment in your video.

YouTube captioning and subtitling download files

When you upload SRT files to native video platforms like YouTube, they’re indexed by Google and become crawlable. All the keyword phrases in your video become searchable, which helps you show up in more searches.

CC is also critical for those watching with sound off to ensure key points are communicated.

7.  Create strong content 

We’ve said it once but it’s worth repeating. Audience retention is a big factor for ranking in YouTube’s algorithm. If people aren’t watching through, YouTube thinks the content is not relevant and will push it down in rankings as a result. 

Even if you are optimizing in the smartest way possible and showing up top of page, if viewers don’t like the content then there is no way YouTube is going to keep serving it up to new users. 

A YouTube SEO strategy bears no weight without good content. If you’re now feeling overwhelmed, check out our resource here to help you assess your content strategy. 

8.  Engage and Encourage Interaction

Content with high likes and comments volume as well as engagement from the creator, signals to YouTube that the content is valuable and trending. Encourage your viewers to like, comment, and share, but be prepared to engage in a two-way conversation to build that community that YouTube values. 

Additionally, creating interlinking of your videos keeps viewers in-platform (which YouTube likes) and keeps audiences engaged with your content (which you like). Win, win. To do this, create thumbnails and end cards. 

Youtube End Card Example Template

YouTube SEO Measurement

This cheat sheet would do you a disservice if we didn’t mention how to measure the efficacy. 

Like any channel strategy, make sure you put a measurement framework in place and schedule regular reporting to check your progress and your audience’s response. You could have a data sheet a mile long just to review YouTube content, but here are a few quick wins:

  • Define SEO Key Performance Indicators (KPIs)
  • Benchmark SEO competitiveness 
  • Conduct link quality and backlink effectiveness audits 

This should not be done in a vacuum – look at your holistic SEO plan as well as your acquisition and site-side KPIs. SEO optimizing YouTube will likely be a metric to measure within a larger framework, laddering up to a business or department level KPI. 

Your YouTube SEO Optimization Checklist

  • Complete your keyword research
  • Optimize all titles for discoverability, including playlist/section titles and video titles
  • Use common search phrases to name videos, video descriptions and playlists/featured sections
  • Write smart video descriptions by using search-friendly keywords, adding links and next steps, plus making sure each video has a unique description
  • Use closed captioning or upload SRT files
  • Use hashtags and tags on every video
  • Create strong content 
  • Engage with your audience

The post 8 Tips for How to Optimize YouTube for Search appeared first on Convince & Convert.

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How To Create An SEO Content Brief That ACTUALLY Gets Results

How To Create An SEO Content Brief That ACTUALLY Gets Results

Endless revisions. Countless opportunities lost. Missed deadline after missed deadline.

Does that seem familiar?

Look, my SEO agency had to deal with the same content setbacks, too … until we embraced the SEO content brief and made it our own.

What is a content brief?

A content brief is a document that tells a writer how to draft a piece of content. A “piece of content” in this case could be a blog, product description, service page, landing page, collection page, and so on.

But there’s more than one kind of content brief. For example, an agency drafts a creative brief for their copywriter to make an ad campaign. A high-volume content farm pulls AI-generated briefs for their team of content writers. Or in our case, we thoughtfully (and manually) build SEO content briefs based on keyword research and competitor analysis.

Generally speaking, writers follow SEO content briefs to create content that targets a specific keyword. If executed properly, that content can then earn more organic traffic that’s also highly likely to convert.

SEO content briefs usually include general information about the task (like word count, topic, and so on). But they can also provide more in-depth information about the content’s purpose and even double as a rough outline. We tried both methods and found the latter outperforms the former — more on that shortly.

Why is an SEO content brief important?

Even a barebones SEO content brief is useful because it tells the writer what to write about. Without one, a writer shoots around in the dark and often misses the mark. That’s because not all writers are expert SEOs (and the inverse is also true).

Before we cemented our current process at Loopex Digital, our briefs were just a keyword and a word count … and that was it. We noticed writers delivered drafts that weren’t optimized for search engines. The content “spoke” to the wrong audience. And above all, there just wasn’t a clear strategy.

So we learned from this and gave writers a keyword, a word count, and a short description about what the content needed to say. And even though we found the content performed better than before, we wanted content to perform as well as it possibly could.

This process evolved over several iterations into the one we use today. (In fact, it’s the same process I used to write this exact piece of content! Here is the content brief used)

Now we provide each writer with a highly detailed, highly structured SEO content brief. Each brief includes a primary keyword, secondary keywords, word count, topic, style, anchor text, target links, a list of competitors, and an article structure. We also provide context, like describing the target audience, keyword intent, and overall objective.

We noticed that when we control SEO, our writers have more space, time, and freedom to control creativity. In the end, each piece of content is optimized for SEO and it’s engaging. Because of this,  articles written according to our briefs earn relevant traffic and quality backlinks.

Plus, our well-structured briefs cut down on back-and-forth between our team, our writers, and our clients. That’s because detailed SEO content briefs set clear expectations for the content. So we end up with fewer revision cycles, fewer rewrites, and fewer missed deadlines.

What to include in an SEO content brief

Here’s a complete list of everything you need to create your own SEO content brief — including step-by-step guidance and snippets from the brief we used to write this article. You can also use our SEO content brief template for your upcoming projects.

General information

Creative Brief General Information Example

 

 

 

 

 

 

Publisher: Note where the finished piece will be published and include a link if possible.

Content Topic: Include the content topic. Keep in mind this isn’t the content title, although it can be in some cases.

Style and Voice: Let the writer know “how to talk.” For example, some clients prefer writers speak in a formal tone and third-person voice. Other clients prefer casual content in first-person.

Word Count: Identify the ideal word count by calculating the average word count across the top ten highest ranking articles for the same target keyword.

Objective: Tell the writer what the content should accomplish. This can be a goal, a mission, or a purpose.

Audience: Describe the target audience so the writer knows who they’re talking to. If possible, include a short user persona or list job titles to help the writer envision the audience.

SEO details

Creative Brief SEO example

URL: Include the URL slug and make sure there’s a keyword in the slug if possible.

Meta Data: Write a meta title (no more than 60 characters) and a meta description (no more than 160 characters). Include the primary keyword in both the meta title and meta description. If possible, include a secondary keyword in each as well.

Keywords: Provide a list of primary and secondary keywords for the writer to use. Clearly distinguish between both types of keywords.

Internal and External Links: Include the specific links you need included in the content. Or give the writer specific direction on which links to pull and from where.

Competition and keyword intent

SEO Content Brief Competition and keyword intent

Competing Pages: Research top-ranking competitors for the target keyword. Writers can then click through each article to learn more about the topic and write well-researched content.

Keyword Intent: Present keyword intent — informational, transactional, and so on — so the writer is aware of how to approach the topic. This also helps guide the overall style, voice, and tone for the article.

Content outline

Content Brief outline example

Content Outline: Draft a highly structured content outline which is arguably the most important part of our SEO content brief template. 

People Also Ask: Search Google for the target keywords. Take note of any relevant “People Also Ask” content and use it to formulate new sections or FAQs.

Description of Main Headings: Indicate what exactly you want a section to accomplish, and how you want the writer to go about it.

Links to Helpful Resources: Found an infographic, a video, or another resource that clearly explains a complex topic? Include a link to that resource. This helps writers quickly consume and digest information so they can then talk about it in the content.

Screenshots and Images of Specific Sections: If there’s a well-written, well-researched section of content in a competitor’s article, take a screenshot. Use those images underneath main headings to show the writer what you’re looking for.

Readability Check for Content Brief example

Readability Check: Each draft should pass a “readability check” to make sure there aren’t any hard-to-read sentences. For this, we recommend writers pass their content through the Hemingway Editor app and edit accordingly.

Reader Intent: Ask writers to put the reader first, above Google and its algorithms. This gives writers the space to include more (or different) information about the topic as necessary.

The end result is well-written, well-researched content that’s optimized for the target audience and the target keyword — all thanks to

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Retargeting vs. Remarketing: What’s The Difference?

retargeting vs remarketing

Retargeting vs. remarketing: are they different or the same? Which one is better?

If you’re a marketer, it’s a debate you’ve likely heard before. Retargeting and remarketing are in fact different tactics, but the truth is the distinction between the two isn’t always clear. They can overlap, and their shared goals often means they’re both part of the same strategy.

To earn the highest ROI from retargeting and remarketing efforts, it’s important to understand the terms separately and know you can optimize each. That’s what we’re going to cover in this article.

In the sections that follow, we will:

  • Outline the differences between retargeting and remarketing
  • Discuss why so much confusion exists about the two tactics
  • Walk through when to use retargeting and when to use remarketing

Let’s get started.

Quick Takeaways

  • Retargeting and remarketing both aim to re-engage users who have already interacted with your brand.
  • Retargeting happens primarily through display ads, while remarketing uses email.
  • Technology tools have blurred the line between the two concepts (like display ads targeting customers from an email list).
  • Retargeting is effective for increasing brand awareness and maximizing ROI on a limited ad budget.
  • Remarketing is effective for re-engaging inactive past customers and converting abandoned cart users.

Retargeting vs. Remarketing: Breaking Down the Differences

First thing’s first: what is the real difference between remarketing and retargeting? I find it most effective to delineate the two using two key factors: audience and channel.

Audience

The audience for retargeting efforts is users who have interacted with your brand but have not yet made an actual purchase. They may have visited your website, read your blog content, followed you on social media, or clicked on a display ad.

Remarketing, on the other hand, aims to engage current and past customers who have already made a purchase and have either become inactive or may be interested in new offers.

Channel

Retargeting mainly happens through display ads. Brands can use a small piece of code (called cookies) on their website to track user activity while they’re on your site and elsewhere on the internet after they leave. Based on their activity, you show them an ad that’s relevant to their interests and makes them more likely to convert.

For example: if a user spends time browsing a certain product on your website, you may show them an ad with that product and even offer an additional discount offer to incentivize them.

Remarketing happens primarily through email. Since brands are reaching out to current customers, they can use their contact information to send hyper-relevant offers, like product recommendations based on past purchases.

Why the confusion?

There are a few reasons that defining retargeting and remarketing as separate concepts has become so confusing. First, they do have a common goal: to engage people who have already interacted with your brand and/or are exceptionally likely to convert to paying customers. It’s easy for brands pursuing this goal to blur the lines between the two similar strategies.

Second is that the terms are used so interchangeably and inconsistently. A quick Google search explains much of the confusion — many of the articles tell a slightly different story about how retargeting and remarketing are each defined and different from each other. If resources on the topic aren’t in total agreement, it’s no wonder there is no wider consensus on it.

But the most significant reason behind the retargeting vs. remarketing concept is that modern technology tools have enabled the two strategies to bleed into each other in new ways. Most notably is the ability to upload email lists to platforms like Google Display Network or Facebook Ads and show targeted ads to audiences you typically interact with through email remarketing.

Brands can upload a list of customer email addresses to Google Ads.

Image Source: Search Engine Journal

It begs the question: what is the true defining factor between retargeting and remarketing? Is it the level of interaction users have had (i.e. interacted with your brand vs. already made a purchase) or is it the channel through which you’re engaging them (email vs. ads). If we’re using the standards that originally dictated each strategy, it’s the level of user interaction.

Those display ads shown to people on the email list you uploaded to Facebook Ads, then, are technically a form of remarketing.

I expect, however, that the retargeting vs. remarketing debate will continue to evolve as tactics behind each strategy become more sophisticated and integrated with each other. My advice is to worry less about the exact definition of each and instead hold a general understanding of the two concepts. Then, focus on which approaches from each fit best into your strategy.

Which one should you use?

The shore answer: both! Retargeting and remarketing each have a role in moving potential customers down the funnel. The real question, then, is not if you should use both strategies, but when you should use each.

Let’s take a look at specific scenarios ideal for each strategy.

When to use retargeting

Increase brand awareness

Retargeting ads are an extremely effective way to keep your brand and products top-of-mind for your audience. This is important for two important reasons. First, if someone visited your website but didn’t take action, a retargeted ad can be the nudge they need to make a purchase.

Second, even if someone isn’t quite ready to make a purchase, retargeted ads make them more likely to remember and choose your products when it’s time to buy.

Steal leads from competitors

One of the ways you can retarget ads is to people who have viewed brands and products similar to yours. Gain a competitive advantage over your competitors by targeting their website visitors and showing them ads for your own products. You can even offer special discounts to incentivize people to choose your products over other options.

Make the most of a small budget

If you’ve got a limited budget to dedicate to ads, retargeting can get you the most bang for your buck. Sellers using Facebook Ads, for example, earn $8-12 on every $1 they spend. That’s a 10X ROI (or more) at 33% lower cost than the industry average.

Facebook retargeting ads earn a 10X ROI at 33% less cost than the industry average.

Image Source: Socioh

When to use remarketing

Upsell and cross-sell

Remarketing to customers who have already purchased your products presents the perfect opportunity to both upsell (getting customers to upgrade current products) or cross-sell (sell items that complement the products your customer already owns).

Warm up cold leads

Remarketing emails can reengage users who made a purchase in the past but have since been inactive in your pipeline. They have high levels of personalization and customization that make it easy to show hyper-relevant product recommendations and other offers that draw customers back to your brand.

Reduce card abandonment

Nearly 70% of all online carts are abandoned by users without making a purchase. When you consider mobile users only, that rate is even higher — a whopping 85%!

Nearly 70% of online carts are abandoned by users without making a purchase.

Image Source: Sleeknote

Remarketing emails to remind users about products they’ve abandoned have an open rate of 41% and a click rate of 9.5% — significantly higher than standard marketing emails.

Retargeting vs. Remarketing: Putting it all Together

Let’s recap what we know about retargeting vs. remarketing. We know that retargeting is used to reach users who have interacted with your brand, but haven’t made a purchase. Remarketing is used to re-engage current and past customers. Retargeting is mainly executed through display ads, and remarketing usually happens by email.

While the strategies are technically different, they have a shared goal: to engage users most likely to convert.

The best way to leverage retargeting and remarketing is to use them both, optimizing use cases for each to increase conversions and earn new customers.

Over to You

Consistent, high-value content can enhance your retargeting and remarketing efforts and establish your brand as an industry leader. The team of writers and SEO experts at Marketing Insider Group can deliver you optimized, high-value content every week for a year (or more) that drives your strategy forward.

Check out our SEO Blog Writing Service or schedule a quick consultation to learn more!

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Digital Personalization Trends for 2022

digital personalization

80% of customers said they were more likely to buy from companies that offered personalized marketing experiences, and the same study supports that 90% of customers found personalized marketing appealing.1 Do these stats place your brand behind the eight ball or ahead of the game?

Today’s saturated marketplace shouldn’t discourage companies from making meaningful impressions on their target audience. Once you have defined buyer personas, digital personalization gives you the ability to connect with customers, anticipate their needs, and build long-lasting business relationships.

The Importance of Digital Personalization in B2B Marketing offers perspective on why personalizing your marketing strategy to your audience is an investment that will continuously yield ROI for your company.

Here are some of our favorite ways to implement digital personalization aligned with your company.

Tactical Considerations for Trends Worth Adopting

Digital Personalization: It Doesn’t Take One Shape

It’s easy for a customer to feel like another metric lost in the shuffle in today’s expansive and highly automated marketplace. Digital personalization sets out to avoid this common mistake.

Customers love personalized marketing content because it makes them feel seen and appreciated. Here are some examples of how you can provide personalized content to your audience:

  • Use customers’ names in emails and other promotional outreach
  • Gather an understanding of individual customer buying/purchasing habits
  • Geographically target customers – local customers may have specific needs that you can cater to
  • Leverage ‘You May Also Like’ content to offer suggestions based on their search or purchase history
  • Use predictive search – this auto-populates text in your website search bar for a helpful experience
  • Follow up on how to best utilize products/services that they have already purchased from you
  • Use email segmentation to send email blasts centric to customer industries and interest3

Chatbots: The Road Most Traveled in Successful Conversational Marketing

Chatbots are powered via AI (Artificial Intelligence), and though not human, they can simulate a person-to-person conversation, offering help in the same ways that humans could. Chatbots are increasing in popularity, becoming one of the most valuable marketing tactics, known as conversational marketing.

Chatbots are super-employees to add to your team roster. Depending on how you set up your chatbot, they can be available 24/7, and unlike customer-service representatives, they can serve multiple online customers at once and use programmed responses. Chatbots can facilitate orders and sales, answer basic questions, troubleshoot technical issues, and coordinate calendar appointments.

LinkedIn: The World’s Networking Rolodex, at Your Fingertips

LinkedIn is the watering hole of the digital business world these days, full of opportunities, widespread reach, and ongoing conversation. Use LinkedIn to put out “feelers” for prospective customers by:

  • Joining LinkedIn Groups – these groups connect you with people within your industry
  • Using LinkedIn Prospecting Tools – these tools offer a laser-focused approach to targeting
  • Posting Regularly – this is an effective way to engage with groups, prospects, and thought leaders4

Personal Considerations for Digital Personalization

Know Your Vision

When things are personal, values are essential.

Ensure the ways you’re using personal digitalization are aligned with your company’s core values. Prospective customers who are attracted to your business ethics are more likely to work with you.

Finding the intersections of what your target audience and company care about is the fast track to crafting your company’s next highly engaging marketing plan, especially when it applies specifically to digital personalization.

Identify Desired Outcomes

Before digital personalization can revolutionize your company, you need to decide exactly what your business needs are. What are your pain points, and how can digital personalization fix them? SMART goals are always the way to go; make plans that are specific, measurable, attainable, relevant, and time-bound. Then improve through customer feedback! Gathering feedback from your customers and organizing it into a SWOT analysis will provide direction for your SMART goals on where you may need to pivot and what could potentially be revised in your digital personalization approach.

Respect for Privacy and Personal Information

Transparency is mutually beneficial. It fosters trust, maintains accountability, and protects confidential information. Have a solid, steadfast approach to protecting the privacy of your customers to prevent potentially adverse events from occurring.5

What to Expect

Entrepreneur Peter Reinhardt, CEO and Co-founder of Charm Industrial, summed up digital personalization best, stating, “Personalization, which was once only offered by the world’s most cutting edge companies, is now a basic expectation for [customers]. They want the brands they interact with to be available on multiple channels and to remember who they are, where they’re coming from, and what their preferences are… Put simply, in today’s world, brands that cannot deliver true personalization will lose customers and revenue to those that can.”

With this in mind, managing your expectations is vital to keeping momentum and letting the new strategies you set in place put their efficacy into action! All things considered, not if, but when you see the positive impact of digital personalization on your pipeline, you’ll be glad that you invested the time and resources into tailoring your marketing tactics for your audience.

Get started with digital personalization now.

Sources:

  1. https://www.epsilon.com/us/about-us/pressroom/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences
  2. https://www.businesswire.com/news/home/20210602005287/en/Personalize-or-Perish-New-Data-from-Twilio-Segment-Shows-Customer-Loyalty-Hinges-on-Personalized-Experiences
  3. https://emarsys.com/learn/blog/what-is-personalized-marketing/
  4. https://www.forbes.com/sites/henrydevries/2021/12/16/10-trends-for-digital-marketing-in-2022/?sh=315e5f45755a
  5. https://www.blastanalytics.com/blog/digital-personalization-trends-2022

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