👈 Back to all MicroConf 2017 talks
- I geek out on all things automation and personalization
- I think what we’re talking about now is something that is going to be really common in marketing in the next few years
- I personalize my web site to be different depending on what each user has done
- Most profitable code I’ve ever written
- People come to our web site. They’re typically different to one another
-
- Agency owners
- Freelancers
- People who haven’t started freelancing yet
- Agency owners
- They’re asking “How can your product help ME?”
- That’s a problem. If they can’t see how your product helps, they leave
-
- Had this problem when running Planscope (a SaaS)
- Agencies saying “if this helps freelancers, it can’t help us.”
- I knew I could help freelancers AND agencies, but by having a generic marketing site that tries to speak to everyone, you end up speaking to no-one
- Possible solution: “I’ll niche!”
- This works. Makes for MUCH stronger marketing. Problem is, you turn away everyone else.
- If I say I help freelance web designers learn how to price, I turn away agencies, and non-designers
- Possible solution: Industry-specific, or problem-specific, landing pages
- All these duplicate landing pages that target different industries
- But when someone goes back to your homepage, they’re back to generic copy
- Those industry-specific sites are siloed
- What if instead of niching our product, we can niche our marketing?
- Change our marketing ON THE FLY to suit each person as they’re looking at it
- Apps do it:
- Amazon.com - home page shows things they know I’m interested in
- Netflix - shows my recommendations
- Facebook - shows my friends, not someone else’s friends!
- Common thread - they’re all APPS. You log in to them.
- Why can’t we do the same for our web sites; our blogs; our marketing sites?
- When we use tools like Drip, ConvertKit, MailChimp, InfusionSoft, what if we could use these tools to power personalization on our web sites?
- So when someone opts in, or clicks a link in an email we send, we can treat that as an authentication event. That’s them “logging in”
- Drip holds tags and custom fields. I can store a lot of stuff about them. Who they are; what they’ve bought; how big they are; and push all that stuff to my web site / blog
- Example:
- I have articles on my blog on proposals; pricing; and so on
- If an anonymous user is mostly reading content about proposals… my marketing all changes to invite them to opt in to learn more about writing proposals
- Industry specific pages - if they’re on the “Higher Education” segment page, bring that knowledge back to your homepage
- Show testimonials from other Higher Education bodies
- My main product (Double Your Freelancing Rate)
- If you’re a developer, you see a headline about the product helping developers.
- Designers: designers.
- Niching on demand.
- I have articles on my blog on proposals; pricing; and so on
- Before I personalized that page, a designer on my list was worth $24.63. Now, $41.82. Almost double.
- Can now see customer revenue separated out by segment
- Can see that developers are worth twice as much as designers
- So I should get more developers on my list
- AND I should work to make designers more valuable
- “The way you sold me this course… it’s like you read my mind.”
- Two weeks ago I asked what you were looking for. You told me. Now I can use that to make my content / sales pages more relevant.
- How can you begin to personalize your web site?
- If someone’s on your list, and now they’re on your site, don’t show them a newsletter opt-in! Show them the next step of your funnel (e.g. a small product).
- Do things one step at a time
- It’ll move the needle in a big way
- @brennandunn
- rightmessage.io
