In today’s world of health and wellness information overload, personalization is essential for health coaches. The health and wellness industry is competitive and packed with strong personalities and conflicting information. It’s increasingly difficult to attract ideal customers. Your prospects are being bombarded with information and you need yours to stand out and connect on a personal level. This is the role of personalized content.
Personalizing your content allows you to create a stronger bond with your audience. They feel that you know them and you’re speaking directly to them. While everyone follows any number of content outlets online, your audience will read your content first if they feel they have a strong relationship with you.
When you personalize your health content, it helps you gain a better understanding of your audience. You gain valuable information about your audience, information that tells you whether or not they’re likely to become clients. You can then make offers that will convert to sales. Personalization also helps you gain feedback that’s useful for any business goal beyond sales, such as building relationships, increasing engagement, or spreading brand awareness.
Personalization offers a feedback loop between you and your audience that leads to even better targeting. First, you learn about them, and then you offer customized content. You can then monitor how they respond to this content, and use feedback to create even more personalized content. This offers opportunity for even more advanced targeting, and can build an even stronger bond between you and your audience.
Of course, personalization means that you need to deeply understand your audience and create content specifically for them. Thankfully, technology makes this a strategic process rather than guesswork.
Content personalization is driven by the data you have about your target market and their needs and behaviors. The more data you have about your audience, the more you can personalize your content to meet their needs. The foundation of your personalization is a clearly identified customer persona.
Types of information that will help you personalize your content include:
#1 Segmentation. Although it’s useful to create one persona for the main segment of your market, it’s also useful to divide your market into a few personas based on needs. For example, you might make content on how to create a meal plan for those who are already making some changes to their lifestyle and directions on why to do a pantry cleanout for those who are just getting started on the path to better health. The needs of these groups would be different, so it’s useful to customize content for each group.
#2 Categories of Interests or Needs. You may find that you address different needs for your target audience, and this would dictate what types of content you would create. For example, some of your audience may prefer recipes while others may prefer stress management tips. Both are fundamental primal living needs and fit under the parameters of a Primal Health Coach, but your prospect may be looking for information and help on a specific topic.
#3 Where Your Audience Is in the Buyer Journey. Your buyers go through a process from initial awareness of you to finally making a purchase. Where they are in this journey can influence what content you give them. Stages in this journey include initial awareness, warm or hot lead, new client, repeat client, and so on. As one example, content for a hot lead might be more promotional in natural and call the reader to action, whereas initial awareness content would be strictly informational and helpful, aimed at building a relationship with the reader.
#4 Individual Buyer Data. You can use what you know about the actions of individual buyers to shape your content. This data would include contact details, previous purchases, previous content consumed, interactions on social media on elsewhere online, offline interactions, and so on.
The idea is to identify what your audience responds to best and create content with that’s in line with those needs and preferences. You have to understand the problems your audience faces and the questions in their minds, and then create content that helps with the problem or answers the question. When you personalize your content, you create a whole new experience. According to Demand Metrics’ Content Personalization report, “Personalization makes content seem like a conversation instead of a speech.” Investing some time and energy into personalizing your content can mean the difference between a full schedule of ideal clients, and struggling to make ends meet.