Grow Your Business With Hyper-Personalization

Hyper-personalization … What a long word! It would be a fun one to use in the Hangman game.

Anyways, back to business. What does this long word mean? And why is it important for your info product business?

Hyper-personalization is a marketing approach that uses machine learning, AI, behavioral analytics, and real-time data to deliver highly personalized experiences to your audience and customers. 

Hyper-personalization aims to create unique interactions according to each person’s specific needs, preferences, and behaviors. 

In the case of info product businesses, hyper-personalization creates highly customized learning experiences, customer interactions, and marketing funnels.

This approach tailors recommendations, communication, and pricing individually instead of offering everything to everyone. (As you probably already know, not every course is relevant to every person, and neither is every book, webinar, or downloadable guide.) 

So, let’s dive in!  

Key Elements of Hyper-Personalization 

Hyper-personalization consists of the combination of elements listed below. These elements work together in sync to create customized user experiences. 

• Real-Time Data Collection: Hyper-personalization relies on collected behavioral data (like clicks, form submissions, time spent on a piece of content, and purchases) and tracking real-time user interactions across multiple sources (like your website, landing pages, ads, and chatbot interactions) to create personalized offers and recommendations.
  
  
• AI and Machine Learning Predictions: AI can predict what users will want or need before they search for it.
  
  For example, if you have an e-book, your customer might also want to purchase a PDF that outlines the book’s key points and/or access to a course related to the book’s message.
  
  
• Dynamic Content Personalization adapts the content (headlines, CTAs, product descriptions, imagery, and pricing) on your website and landing pages, ads, emails, and recommendations in real-time. It does so by collecting user data and analyzing behavior and intent. 
  
  
• Personalized Recommendations: AI recommends products or services based on past user interactions, like chats, learning history (if you sell courses), or usage history (if you promote SaaS products that have additional features available.
  
  
• Automation: AI tailors follow-up email content, retargeting interactions, timing, and offers based on user interactions. Follow-up content is set up to address any concerns or objections, gently guiding the user to complete the necessary call-to-action (CTA)
  
  
• Conversational Marketing: AI chatbots can offer instant answers to frequently asked questions, personalized support based on user needs, and store important data about an individual user.
  
  They can also redirect people to important resources and recommend products, services, or subscription plans based on real-time and past interactions.
  
  
• Ad Targeting And Retargeting: Tools like Google Performance Max and Meta AI Ads are AI-powered platforms that can adjust targeting and ad creatives based on past and real-time user behavior. 
  
  

Benefits For Info Product Businesses

Why should you implement hyper-personalization as one of your marketing tactics? 

Hyper-personalization can bring multiple benefits to your business, all of which lead to an increased return on investment (ROI). 

• Increased Conversions: Did you know that the “Recommended For You” section on Amazon generates around 35% of Amazon’s total revenue?
  
  Personalized offers and recommendations can increase purchase rates. People appreciate it when a business pays attention to details, like their preferences, needs, and wants.
  
  This also applies to any up-sell and cross-sell offers you may have available – if the offer value makes sense with the original purchase, people are much more likely to consider it.
  
  
• Improved Customer Engagement And Retention: When you tailor information and content to the specific needs of individual customers, they are more likely to engage with it and follow your call to action (CTA).
  
  Remembering specific details about your customers’ needs or preferences can also help retarget them in the future through automated emails or chats, thus increasing customer retention.
  
  
• Enhanced Customer Experience: Receiving relevant content and information makes customers feel valued and understood, increasing your conversions and retention rate.
  
  You can use AI chatbots to instantly provide the necessary help and support tailored to those who need it instead of generic responses that offer no real value.
  
  
• Competitive Advantage: Personalized customer interactions help build trust and long-term brand loyalty.
  
  Implementing hyper-personalization will help your brand stand out against the competitors in your niche.
  
  People enjoy doing business with brands that structure their offers according to their preferences and needs instead of promoting the same offers and deals to everyone.
  
  Your target audience might match the generic demographics, like location, age, and niche interests; however, not everyone is interested in every product or service you offer.
  
  Use real-time data and behavioral analytics to understand your audience deeper and individually guide each person down your funnel.
  
  
• Cost-Effective Marketing And Increased ROI: AI can automate multiple processes for you, reducing the time and money you spend creating ads, retargeting, following up, and answering commonly asked questions.
  
  Combining AI with personalization decreases costs and increases conversions, resulting in a higher return on investment (ROI). 
  
  

Best Tools For Hyper-Personalization

Below are some suggestions for tools you can use to implement hyper-personalization in your business. 

• Website Personalization And Dynamic Content: Tools like Optimizely, RightMessage, and Hyperise can help you enhance and personalize your website based on user behaviors.
  
  Optimizely offers a personalization engine and A/B testing for websites. It offers multiple plans and asks users to request pricing based on business needs.
  
  RightMessage offers personalized website messaging and offers two different plans starting at $79/month, which increases based on the number of visitors your website gets.
  
  Hyperise is a software that can add dynamic images and videos to your website and emails. It offers three different plans starting at $69/month.
  
  
• Email And SMS Personalization: Tools like ActiveCampaign, Kit, and Klaviyo offer personalization tools for emails and SMS communications.
  
  ActiveCampaign offers hyper-personalized emails based on user behavior. Prices start at $15/month, depending on your business needs.
  
  Kit (formerly ConvertKit) is an email personalization platform and is great for info product business owners. There are three plans, one free and two paid and the pricing varies depending on business needs and your number of email subscribers.
  
  Klaviyo offers AI-powered SMS and email marketing automation and has various plans that are tailored to your business needs.
  
  
• Conversational Marketing: ManyChat and Intercom are tools that can help you provide automated and personalized responses to help and support requests.
  
  ManyChat helps personalize chat interactions on Messenger and Instagram. It offers a free plan and two paid ones, starting at $15/month.
  
  Intercom offers AI-powered customer support and messaging, a 14-day free trial, and three plans starting at $29/month.
  
  
• Info Product Personalization: Platforms like Teachable, Kajabi, and Thinkific are great for entrepreneurs who offer courses and other learning materials to their customers.
  
  Teachable personalizes course recommendations based on progress and offers plans starting at $39/month.
  
  Kajabi personalizes automated follow-up emails and learning paths; it offers four plans starting at $89/month, with cheaper yearly payment options.
  
  Thinkific is similar to Teachable. It offers smart learning course recommendations and plans starting at $36/month with a 14-day free trial. 
  
  

Closing Remarks

As we have learned so far, hyper-personalization is a powerful marketing tactic that uses AI, machine learning, user behavior, and automation to tailor content, ads, and any other experience and interaction to each individual. 

Implementing hyper-personalization can lead to multiple benefits for you and your business, like improved customer retention, increased conversions, enhanced customer experience, and, of course, a higher return on investment (ROI). 

There are various software and tools that you can consider to help with hyper-personalization in different areas of your business, like on your website, within your follow-up customer communication, in your ad content, and others.

We encourage you to try before you buy so you can determine which software and tool is best for your financial and business goals.

On that note, subscribe to Vavoza Insider for more helpful marketing ideas on scaling your info product business! 

Always Be A VIP! 

– Steph