Membership based secure web portals offer one of the best ways to engage your customers with personalised content so use it to your advantage
Asthma Australia - Website & Portal
As covered in an earlier blog post, Keeping a Member Portal Alive With Captivating Content, building your portal on the right web content management system (WCMS) will enable you to keep your customers informed and engaged through the use of communication features such as news alerts and information bulletins. Your WCMS should also enable you to personalise content based on the profile and interests of your customers, deepening your relationship and their opinion of your brand as a trusted source of information.
If someone is a member of a portal they are usually customers of your organization. A portal is how you manage membership so your customers can login to engage with your content and services. Because someone has joined or “signed up” and needs to login to authenticate it is reasonable for them to feel you should know them and treat them as individuals by only communicating relevant information.
Making your members wade through content they are not interested misses the opportunity content personalisation provides. A portal provides access to services, a place to transact, learn and stay informed, it’s also where people can be part of a community. Personalisation builds trust and rapport and helps your brand get mentioned as a source of relevant information.
According to a study by Econsultancy, the benefits of content personalisation is clear with 77% of digital marketers believing personalisation based on purchase history has a high impact on ROI. Moreover, 70% use increased conversions to measure the impact of personalisation on ROI.
That study indicated consent as the number one step to perfect personalisation, which bodes well for delivering content to your members via a portal.
Making the most of a personalised portal experience
Here are some content personalisation strategies to keep members engaged and coming back.
- Content which appeals to the member’s interests. For example, a health fund can promote content on health and fitness activities to younger members who have made a physiotherapy claim in the past 12 months. Similarly, advice on vision and hearing assistance technology can be pushed to members over 50. The key to success is understanding your audience, their needs and interests and mapping this data to content appropriately.
- Relevant marketing offers. Personalised content can be the driver for direct offers with higher than average success rates. The immediate opportunity is with members’ previous purchases. For example, a student who has completed a beginner’s French language course might be interested in an article about “Stepping up from beginner to intermediate French”. A subsequent offer can be made for those students who have implied interest by reading the article.
- Extend the brand’s reach. Content personalisation can also play a big role in encouraging members to refer the brand to a wider audience. For example, a telco might have a guide to setting up a home office targeted at SME plan customers. It can offer an incentive (like a reward on their subscription) to those members who share the guide on social media or any other channel. This is a similar approach to member get member and viral marketing and appeals to a certain type of customer.
Discover the user experience, customer satisfaction and social marketing potential of portal content personalisation. Turn members into brand advocates by keeping information and offers relevant and the conversion rates will be rewarding.