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Track B - 7 ways to personalise content

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– Learn how to Identify the correct audience and connect
– Serve relevant content that serves your audience’s needs
– Mine user data to deliver an optimal experience

Michelle Held, Owner, MetroNY, LLC

Published in: Marketing
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Track B - 7 ways to personalise content

  1. 1. Michelle Held MetroNY, LLC METRONY.COM @METRONY @METRONYCOM 7 Ways to Personalize Content
  2. 2. Vision, Voice, and Value
  3. 3. Goals  Website traffic  Engage Potential Customers  Collect Leads  Sales
  4. 4. Efficiency Personalization Trust
  5. 5. • NY Times • WSJ
  6. 6. 4M 48M
  7. 7. FICO Rate Searches Product Downloads
  8. 8. • Car purchase • Car refi • HELOC under $50k • Home equity $50k+ • Mortgage • Mortgage refi • Credit cards
  9. 9. Tracked postal code, car types
  10. 10. High FICO, high intent, Jumbo Cali loan = 2 to 3 emails per day
  11. 11. High Intent: • Traveling • FICO Score • Referring / Exiting Web Behavior
  12. 12. • Facebook 2B (40.5 years) • YouTube 1B (all ages, 25-34 years) • LinkedIn 500M Users (18 – 54 years) • Instagram 800M (90% < 35 years) • Twitter 300M (18-29 35% / 30-49 20%) • Snapchat 300M (18 – 24 years)
  13. 13. The more you know, the more you can personalize
  14. 14. Social Roundup  Open Rate: 13.5% Click Rate: 1.4% Conversion: ~$8k
  15. 15. Strengths  1 Billion Users  #1 video  2nd largest search engine  “How to”
  16. 16. Capture very specific leads Sell the leads very specific products
  17. 17. Stats on Ammoland  400 page views per month  3 subscribers daily  SEO / organic  No paid traffic
  18. 18.  Published May of 2016  Very specific products related to the content
  19. 19. Open Rate 70% OPEN RATE Click Rate 30% CLICK RATE  High Conversion Rate  Low Volume
  20. 20. Funds 80% G18 – 20 Controls 80%
  21. 21. Live
  22. 22. • Boost reviews • Boost best performing posts • Video views = New audiences
  23. 23. • Remarketing Audiences
  24. 24. • Share Everywhere! • Weekly Blog
  25. 25. • 113% Traffic • 50 Leads Per Month (143% Increase) • 83 Leads from LinkedIn
  26. 26. Share Experiences
  27. 27. Unsubscribes = Audiences
  28. 28. 2x likes
  29. 29. Let’s Connect! MetroNY.com AskCyberSecurity.com PinTalk.net Michelle G. Held
  30. 30. Disclaimer: All graphics are for educational purposes only in accordance with the Fair Use Act. All trademarks, trade names, or logos mentioned or used are the property of their respective owners. Matilda is the property of TriStar Pictures

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