The Content Marketing Institute describes personalization as a ‘user experience shortcut’ designed to promptly direct audiences to exactly what they need. So who is offering personalized B2B experiences and, more importantly, who is doing it well?
Mental health charity Mind, recently reworked its brand strategy after the pandemic took its toll on the mental health of many people. Mind’s new brand identity ‘We Are Mind’, kick-started a strategic overhaul for the charity as they adopted a more proactive campaigning voice.
Many charities receive the most engagement from people with first-hand experience of the issue or cause. However, Mind sees much of their engagement from people without direct experience of mental health issues because people can still relate to the cause. It is this resonance and engagement from a significant section of the population, that is so important in Mind’s mission to keep mental health at the forefront of everyone’s *mind*.
Stuck in a content rut, Mind’s main challenge was to improve click-through rates and overall engagement. Getting mental health advice to those that need it most, Mind wanted to ensure their content remained accessible to all, while not overloading the senses.
Mind used Turtl to help review their processes and to plan content. By adding polls into their content, Mind was able to gauge who was working from home during the pandemic and who was not. In addition, they were able to see how these people felt about their mental health at work, during the pandemic. As a result, Mind can personalize its content specifically to the mental health needs of the people reading the content.
Click-through rates and engagement increased. Mind was soon able to target more specific groups of people, within which poor mental health is most prominent. This flexible, personalized approach helps Mind to keep mental health in people’s thoughts, much beyond the constraints of lock-downs.
As a database program with more than 30,000 users in over 100 countries, MongoDB faced the challenge of sending out relevant, up-to-date newsletters to its global user base. Creating content was time-consuming and updating existing content was difficult. With no way to monitor the success of content, MongoDB introduced a new model for the customer success programs. They started using Turtl.
From the start, the results were clear. Processes that had previously taken two or three hours were now complete in a matter of minutes. As a result, team members got valuable time back in their day. In addition, the success of content was now easy to track and update.
As the team expands, MongoDB hopes to create more targeted, personalized customer content. With Turtl, MongoDB will be able to send thousands of personalized documents in just a few simple clicks. Hoping to benefit from Turtl’s personalization API functionality, MongoDB will be able to send out personalized resources to customers, without needing to scale their team.
There is a range of marketing methods to engage B2B buyers. To encourage engagement and interactivity, tap into the competitive psychology of the human mind. Quizzes are a good tool for this. Remember, the more competitive the quiz, the higher the rate of play, and engagement. Incentivize audiences with rewards, even if the reward is satisfying their curiosity (more on that later).
In early 2022, Turtl gamified a charity outreach project in celebration of World Wildlife Day. By incorporating each user on a name-by-name basis, participants could complete a wildlife-themed quiz, learning about turtles along the way. (You can take Turtl’s turtle quiz below).
On its initial run, the quiz promised a donation to the World Wildlife Fund for every correct answer received. Animals are hard to hate – most people will have a favorite, so this extra incentive encouraged people to carefully select their answers instead of randomly clicking anything.
Turtl’s content personality quiz identifies and helps people get to know their content personality type. The quiz asks questions on elements such as format, punctuation preferences, design style, and typography. Once complete, the quiz determines if your content style is more likely to push for change, support a cause, or something else.
The interactivity involved in these quizzes uses personalization to build better, more meaningfully engaging relationships as participants satisfy their curiosity – and learn something new along the way.
At Turtl, personalization is at the heart of what we do. Finely tuned content engages more readers and wins more attention.
Personalization is key to building deeper customer relationships. McKinsey found companies that grow faster drive 40% more of their revenue from personalization than their slower-growing competitors.
In January 2022, Turtl explored how using Turtl as a way of automating content personalization, while guaranteeing consistent authenticity, can help to build deeper customer relationships. You can watch the webinar below:
The webinar looked at how personalization can assist with several aspects of B2B marketing including message alignment across teams, increased campaign effectiveness, and increased upsell opportunities. But how exactly can Turtl help?
The secret to effective personalization is data. It’s time to delve deeper into the data behind personalization.
Did you know that 75% of businesses think they are doing a great job at personalization? Shockingly, only 48% of customers agree. At Turtl, we wanted to know why.
We have taken matters into our own hands, on a mission to solve this seismic margin mystery. By combining our research and innovation, Turtl Labs investigates what kind of personalization resonates best with readers. Dissecting the ideal personalized experience, Turtl Labs will determine what perfect personalization looks like.
Improved engagement is often a direct result of personalization. This is because when people see content tailored specifically to them, perhaps even referring to them by name, they are instinctively more curious. As a result, people are more likely to click on the suggested links or offer their opinion in a proposed poll. This also helps reduce bounce rates in content as personalized experiences influence purchase decisions.
A round up of insights, trends, and tips on the world of content marketing