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Unfocused Content is Just Junk



Are you having the right conversation with your customers?

You use many resources to build brand awareness and guide customers through their journey to your company. When the average consumer encounters 11.4 pieces of content prior to making a purchase decision, there’s significant time and resource costs to get them through the front door. Ultimately, it costs businesses up to 7 times more to get a new customer than to retain the ones they have. One way of keeping customers engaged with your company and interested in your products and services is through customized content, which uses customer data to tailor their experience with your company.

Making Customized Content Work

Think of how much data you collect throughout a customer journey. You know what they purchased, products they looked at, content they engage with, where they live and countless other data points. Instead of creating marketing and sales content with a single audience in mind, you use customer data to pinpoint specific needs. You separate customers into different segments and create customized content for each segment. Sometimes using data for customization occurs on a small scale, like adding someone’s name in email marketing. In larger scale uses, you can create product recommendations displaying items related to recent purchases, or products likely to be of interest based on the customer’s store browsing history.

Effectively Use Data for Targeting Audiences

You don’t automatically use data the right way simply because you’ve generated it. You need to understand what data points you’re working with and how they fit into the overall customer or audience profile. Buyer personas are an important tool for dividing your audience into segments, but sometimes you miss the mark on what that audience actually wants, the proper language to use, or the problems they run into when they’re making purchasing decisions. Avoid judging what the customer wants and needs based on single data points, and look at the big picture. For example, a customer who talks to your support department and gets their problem solved may be happy with support, but still unhappy with other aspects of your company. Assuming this customer is a strong brand advocate and approaching them with marketing messages and content revolving around that audience segment may turn off this customer and drive them away entirely. Use your analytics tools to really understand where the customer is coming from and the overall impact of their experiences.

Offer Value, Consistently

Customers want consistent service and a good customer experience when purchasing from your business or using your services. 68% of customers jump ship to a different company due to poor customer experiences. You don’t want to use customer data solely to upsell and market to an existing customer. Instead, use this information to offer value. For example, if you know a customer is a parent, you can explain ways the parent can use your products in fun and innovative ways with their kids, or as a way to reduce the stress that comes from managing a family. You still reference your products and services when relevant, but you provide value to the customer instead of holding up a sign that says “Buy Now.”

You collect customer data through many sources, so put it to work in keeping customers around. Don’t wait until your customers are ready to leave you before talking to them in their language. Set yourself apart from the crowd by delivering customers targeted content based on their preferences, not a one-size-fits all approach. Keep the dialog engaging and relevant in the right ways, everyday.

About the author

Jennifer Schulze (jennifer.schulze@sap.com) is Vice President of Cloud Partner Marketing at SAP.  She leads a global team of marketing experts to ensure partner demand generation, awareness, and go-to-market success. She has more than 20 years of experience in consumer and technology marketing, with expertise in software, services, and consumer and business products.


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