In the current landscape of consumer relations, content is still king. Something to consider, though, is that effective, traffic-driving content continues to extend past traditional editorials containing well-written and intriguing copy.
As competition heats up (and the average online attention span continues to wane), it’s becoming clearer that a multi-media approach is needed to compel both current and future prospects to engage with your brand on a regular basis. While pictures, videos, and infographics will surely spice up your conversion efforts more than spiffy sentences alone, employing the readily available user data provided by your customer base offers a nice opportunity to personalize their experience — and most importantly — to keep them coming back for more.
While there are surely exceptions, infographics providing overarching generic data are on the decline. In a fast-paced world geared toward social media and instant information, such one-size-fit-all techniques are frankly becoming more boring than useful. But using templates designed to customize an infographic based on each individual behavior profile isn’t only a cunning way to get your customers the information they are actually interested in; it also tells a visual story tailored to the specific ways they use your product.
Examples in the Industry
Wait, you may be asking, haven’t I seen this nifty, personalized approach before? Well, if you participate in modern society, chances are you have. A few savvy companies have already been effectively using their troves of data to curate relevant graphics and infographics that ring inherently useful to their customers.
For instance, American Express analyzes real-time buying habits to send emails that highlight singular spending patterns. Not only does this practice (aided by the latest visual storytelling techniques) notify customers of how and where they use their credit card, it also helps inform them of potential opportunities to capitalize on value and efficiency. This can, in turn, improve their future experiences and push them to take action on options they didn’t necessarily know were available.
Similarly, Uber uses behavior breakdowns to provide dynamic map-based representations of routes, complete with number of cities visited and trips taken over a certain amount of time. The rideshare company adds to this feature by providing information about additional cities where their services are offered, along with suggestions for how to get the most out of said services.
Taking it One Step Further
In bringing this idea to hospitality, an interesting angle might be to present customers with a bespoke portfolio of hotels in which they’ve stayed. Add to the engagement by including relevant photos that not only speak to their past actions with your specific packages and services, but that behoove them to try new and exciting amenities that expand on future trips.
While personalized emails have been shown to gain the trust of your consumer (and to sway them toward your services over a competitor’s), they also have a better chance of being seen through increasingly discerning email filters designed to reduce spam and to maximize user experience.
Customization tactics can also be employed in intriguing ways other than email marketing. Companies containing customer profiles (which are often accessible by logging into a website’s user account) can make pertinent information immediately available on a personal dashboard, and many can even offer updates to such captivating statistics in real time. And before you throw out the infographic styles of yesteryear with today’s garbage, know that they can still hold relevance in certain situations. For example, more generalized info that measures timely trends can be used to engage larger audiences in the form of regular content releases, such as visually attractive blog posts.
After capturing your audience’s attention, make sure to hold it by riffing off the most recent techniques in color display, dynamic responsiveness, graphic design, and even subtle yet powerful animation (Uber’s emails, for instance, often use a background of the night sky, complete with faint twinkling stars). In pairing your marketing efforts with a personalized tone and appropriate call-to-action, you can expect a measurable return in engagements and, thus, conversions.