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Strengthening Your Zoho Personalization Strategy Using Contextual Marketing

A Zoho MarTech Agency

If you were to describe inbound marketing in one sentence, what would it be?

In simple terms, inbound marketing involves providing the right content, in the right context, to build relationships with your prospects and convert them into long-term buyers.

Do you want to maintain a year-on-year sales rate while acquiring new customers and retaining existing ones? The key to doing that is by infusing contextual marketing into your inbound marketing strategy.

Equipped with the knowledge of how to conceptualize, plan, and implement contextual marketing strategies using Zoho, your company will be positioned to generate high-quality leads, maintain a high conversion rate, and also increase your retention rate.

In the succeeding paragraphs, you will learn all about planning your contextual marketing strategy using Zoho. However, you need to know what contextual marketing is.

What is a Zoho contextual marketing strategy?

Contextual marketing is a marketing strategy that allows you to strengthen how much you personalize each of your prospects’ experiences. Thus, contextual marketing allows you to deploy personalization to strengthen your bond and connection with individual prospects or a group of prospects, thereby increasing your chances of converting and retaining them.

To run an effective contextual marketing strategy goes beyond bombarding your prospects and website visitors with over-personalized content. Over-personalization often comes across as desperate and salesy. Thus, you have to understand some fundamentals of contextual marketing.

Zoho Lead Gen 1

Fundamentals of Zoho Contextual Marketing

Contextual marketing is all about giving each individual prospect a stronger bond with your brand by using the pieces of information they’ve provided you to make their experience better.

Note that it’s all about the pieces of information they provided you. It is wrong and passes a message of distrust if you make use of private information to your advantage.

What do you need for an effective Zoho contextual marketing strategy?

Create Lifecycle Stages

Lifecycle stages are simply milestones your prospects have reached in their journey of becoming your client. When you create lifecycle stages, it helps you segment your contacts according to how prepared they are and how close they are to making a buying decision.

Lifecycle stages help you group contacts, thereby making it easier to reach out to each group of contacts with the right content for the stage they’re in.

Imagine reaching out to new website visitors with the content meant for sales qualified leads. What’s most likely the result of that? A huge drop in your click-through rate, and continued huge loss in your engagement rate (many of them would stop opening your mails or engaging with your content; first impressions do matter in marketing).

Sync Your Buyer Personas With Your Lifecycle Stages

In opting for a contextual marketing strategy, ensure you understand your buyer personas and how you can combine your buyer personas with your lifecycle stages. A good understanding of this will help you do an excellent segmentation of your contacts and a productive personalization of your content. This means that the right content will be delivered to the right contact, at the right situation.

Focus on Your Clients

If your reason for considering contextual marketing is all company-focused, you need not consider contextual marketing in the first place. Contextual marketing is all about your clients and how you can give each one of them a better experience. You can do this efficiently using Zoho, a CRM tool that allows you to segment, create lifecycle stages, and also buyer personas.

In essence, think of your clients when you’re thinking contextual marketing. Contextual marketing is all about limiting the extent to which your content is generic. The more generic your content is, the lesser your chances of easing a website visitor to the next stage of the cycle.

Don’t Overpesonalize

Personalization is a fundamental part of contextual marketing. However, you must be careful of over personalization. Avoid using sensitive information when deploying your contextual marketing strategy. In personalizing content, ask yourself: what would drive the reader away? With the pieces of information we have included in our content, will the reader continue to trust us or begin to distrust us?

Personalize with the interests, needs, and wants of your web visitors at heart. This is the best way to personalize effectively. Personalization goes beyond addressing your web visitors using their first name. There are different layers to personalization, and they are all hinged on your concern for the web visitor, lead, or prospect.

Use Smart Content

Smart content is content personalized based on the information provided by your prospects. You can create smart content using Zoho. An example of smart content is using location as a variable in your content. Thus, a web visitor from the US will see a different content piece from a web visitor in the UK. What this does is that it helps you personalize and create personal experiences for your prospects.

And if personal experiences, bond, trust, and emotions are great factors that affect buying decisions, then, you’e more positioned to influence your prospects’ decisions.

What do you need for an effective Zoho contextual marketing strategy?

It is essential for you to know that contextual marketing helps you run a more effective and efficient inbound marketing strategy. Contextual marketing is at the core of inbound marketing. However, it is a systematic process that you need to start small, and the progress. Do not be overambitious in yout contextual marketing strategy.

Plan with your team; evaluate your available resources; review your goals.

Click the link below to have experts help you conceptualize, plan, and implement your contextual marketing strategy.

Inbound Marketing Powered by Zoho MarTech

If you have experience with Zoho’s marketing software stack ( MarTech ) and understand this inbound marketing strategy foundations, you have a very powerful marketing starter pack ready to be configured and unleashed!

QuakeCinch can always help with your Zoho Marketing initiatives, just reach out to us!!