6 Steps to get started with Personalisation .

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We often get asked, what is the personalisation process. So here is a quick quide on how we can fast track you on the path to personalisation with Sitecore.

1. Pick Objectives

To establish and implement your personalisation strategy, you firstly need to establish your business objectives. You need to establish what is important to your business, and what actions are likely to lead to a conversion)

  • define strategies
  • agree tactics/implementation
  • define Key Performance Indicators (KPIs) – (Short term and long term)
  • deploy these through the appropriate channels

2. Set Goals

Once your business objectives have been established we need to define your digital goals and the engagement value that you attach to them. We will then map your goals out across all your marketing channels and touchpoints to ensure that you have a comprehensive channel strategy in order to maximise your opportunities.

Goals are not straight forward, in the same way that people do not behave the same when purchasing a service or a product. Goals can help you track the digital touchpoints along the way. Goals are activities that visitors can perform on your website. You create goals to track and measure how visitors engage with the website and campaigns – both online and offline. For example

  • forms completed
  • ecommerce sales
  • key page interaction
  • video or media download

3. Scoring Goals

Once we have created your goals, we then score them with an engagement values, which is a measure of visitor behaviour. Engagement Values are weighted based on their impact on a strategic objective and on how engaged and committed the visitor is in achieving that objective.

4. Engagement Values

You assign engagement value points to score specific contact actions and behaviours, such as achieving a goal or triggering a page event. These engagement value points reflect the business value and level of commitment that you associate with a particular contact action.

5. Segment Audience

We now need to identify who your audience is and we do this through identifying your Profiles and Personas. We will then sense check this against the Potential Impact and Ease of personalising to these individuals. Remember, content generation is a huge and time costly, so we need to make sure we are segmenting the audience in a streamlined and efficient way.

6. Personalisation for Launch

We then look at the theory of personalisation and how it can be used to add value to the organisation. We need to work through actual UX wireframes, designs or pages, looking for personalisation opportunities. Following this it is important to put a framework that assesses these to ensure that they will be worth the effort and deliver real value and ROI.

Next Steps

Want to find out more, why not enquire about our workshops to start you on the path to personalisation.

http://sagittarius.agency/what-we-do/website-development/sitecore-development/sbos

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Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
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Sagittarius
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Sagittarius

25 Sep 2017 - 5 minute read
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