Updated: Jul 26, 2021
When someone visits your website, you can give them a different experience based on their preferences. For example, if the person uses a mobile device, they might want to see an experience that is good for that. You could also create content offers that are especially helpful for people who came to your website through social media.
Contextual marketing is personalized marketing depending on who someone is and what they are looking for. Using the words "bow" and "seal" can help you understand what these words mean. For example, if a person sees these two words, they know that the word "seal" means to close something tightly, such as an envelope.
Ethical marketing considers the user's context so that you can provide content tailored to their needs. There's a chance you've already been creating marketing with context by using personalization. You may have personalized an email, call-to-action, or other content on your website. By adding this individual touch, you've been creating contextual marketing.
Unlike general marketing, in which you can indiscriminately reach out to all potential customers, contextual marketing allows marketers to engage with individuals and groups that share a specific interest. Through serial personalized experiences, the campaign will be fitting for each individual and group member.
Nowadays, many companies believe that a personalized experience is essential. Studies show that 94% of these businesses agree with this and think it's critical to the success of their company.
Creating a dynamic content for your website will allow you to connect with all customers at every stage of the inbound methodology: attracting visitors, engaging them into leads and sales, and delighting their experience as a customer. You'll also stand out from the competition by being accessible.
A study found that a lot of people prefer to talk to companies online instead of in person. This is because they feel like a person cares about them and values them more if they do. These improved interactions lead to better conversion rates too.
People on the internet can buy things. But they need to see the right content. This is called a conversion. You can make that happen with content marketing, which means it's based on where people are in their buying process.
Your website can make it easier for people to buy things from you. Make sure that the website is easy for customers to use. You can tell them about new products and offers, so they will be more likely to buy something. If your email has a contextual marketing approach, you won't need to waste time looking for information and can ask better questions on your forms. Ultimately, this will produce customized experiences for both you and the person receiving the emails.
First things first: let's just make sure we understand the fundamentals.
What are the fundamentals of contextual marketing? Using context to personalize a visitor's experience on your website sounds pretty exciting, right? But before you dive into it, let us take a step back and consider these best practices.
Remember these 3 easy ways to make your visitors feel welcome.
1) Start small.
2) Be helpful to your visitors.
3) Optimize content for search results and first-time visitors
First, start with small, incremental changes to content. Contextual marketing is a complex technique and may be overwhelming at first.
It's recommended to use this tactic sparingly in one area before repeatedly using it on all your content;
By doing so, you can evaluate the impact of each change in piecemeal fashion while still developing, and like the other things on your website, you need to keep looking at and updating it. You need to do this based on what you want for your business.
Second, Reducing site visitors' burden by making content clear and providing helpful information is essential for your website. To achieve this, you should give a good user experience to your visitors by being generous. For example, if someone asks how to order a product on your website and you recommend another service first instead of just answering their question right away;
Third, Numerous benefits come from contextual marketing and by understanding your customer's context, you'll be able to provide them with content that will help them progress through their buyer's journey. Next, make sure that you are making your website easy to find on search engines. This will help you get more visitors. Don't forget about people who are new to your website. Make sure they can find things easily too. To make sure that a first-time visitor can enjoy some reasonable defaults, so they don't have to work hard to see what they are looking for, you need to provide contextual marketing.
"I'm pretty good at writing essays and recommendations but I suck at making up subjects."
Content that educates and informs your audience is key to contextual marketing. The content's success does not rely on past visitors finding it through search engines but rather first-time website users. Search engines will only look at your default content. When you are trying to make your content more visible, focus on the default version. When using personalization techniques in email marketing, be aware you may confuse recipients who are used to seeing their names show up.
Very few websites use contextual marketing techniques, except for e-commerce departments. Developing practical personalization skills is a valuable skill for all marketers to have. It's also important that visitors be able to find your best content. Make all your content accessible to visitors, even if you have not explicitly advertised it to them. You don't want a visitor from one of your segments to miss an eBook you've created because the visitor has not browsed that segment recently. Remember that visitors should browse your website and find information relevant to them even if they don't register.
And that is all you need to know about contextual marketing. Be helpful, optimize search engines and first-time visitors, don't confuse or frighten them, and make sure they can get to the valuable content you are creating.
To know more about contextual marketing you may check: https://academy.hubspot.com/courses/contextual-marketing