Personalized Audience Communication

Advanced tactics of digital marketing

If you treat every visitor of your website equally and communicate with everyone the same way, you communicate to nobody.

You can have the best product on the market, huge marketing budgets, nice looking websites, and branding… But nothing will matter if you communicate it wrongly.

If your website visitors do not catch the value they can get from you in a glimpse, you’re screwed! They just close the browser window and will never come back.

I spent two decades and hundreds of thousands looking for the best solution on how to communicate online – the goal-oriented way. I'm still learning, but in the last three years I’ve finally found some solutions that work like a charm.

How do doctors prescribe you a treatment?

First, the doctor asks you some key questions to identify and eliminate the wrong directions. Then he diagnoses your illness’ name, knows the illness journey, and inspects at what stage you are right now so he can prescribe the best possible treatment for you.

It’s the same in digital marketing!

If you think that running Google Search Ads (this channel delivers pretty good targeted traffic) or any other channel that brings you targeted traffic means that everyone who lands on your landing page is your ideal client, it could be true . . . but only in your dreams.

Ask the right questions to segment your traffic

Ask people questions about themselves and you will be really surprised how different people are – even if their goals are the same. I think this method is described best by Ryan Levesque in his book Ask.

In the image above, you see the digital strategy where different types of people get different types of communication about the same topic after they answer short questions.

Try to include some key questions in your lead forms. This will reveal a lot of data about your possible customers and also gives you the opportunity to adjust your communication and offers to different lead types and make your online business more successful.

I will repeat the initial phrase again: If you talk to everyone (outbound marketing) - you talk to no one. If you talk to a person who`s interested and you know at what journey stage he/she is, you can talk choose the right communication for that person (inbound marketing). Read here about Outbound vs Inbound marketing.

The most famous personal data use cases in the world

Maybe you were thinking “Why should I care about this at all?” Well, if you want to succeed online, it’s better to use all the advantages of the digital world. You might hear about Cambridge Analytica and the Facebook “data breach” (the problem here was not that Facebook leaked the data, but that users themselves gave the data). As in the Netflix documentary “The Great Hack,” it was mentioned that personal data surpassed oil in value. Data is the most valuable asset in the world.

Retargeting ads with customized AI-powered messaging technology, based on more than 5000 data points on every person, gave amazing results both in Donald Trump’s election campaign and in the UK’s Leave campaign. Data was used on a more sophisticated level to change beliefs and communicate with users a way that could change their beliefs and make them supporters of the movement.

I have given an extreme example of how user data can be used. But this is exactly what amazed me with all those retargeting technologies from 2012. To use that power, you need to learn about your prospects and the easiest way to do so is to ask them a few questions and sort them into groups where you can present your offer in a more persuasive way to each group. That's why it should matter for you. Better presentation of your offer leads to more sales.

Maybe you were thinking “Why should I care about this at all?” Well, if you want to succeed online, it’s better to use all the advantages of the digital world. You might hear about Cambridge Analytica and the Facebook “data breach” (the problem here was not that Facebook leaked the data, but that users themselves gave the data). As in the Netflix documentary “The Great Hack,” it was mentioned that personal data surpassed oil in value. Data is the most valuable asset in the world.

Retargeting ads with customized AI-powered messaging technology, based on more than 5000 data points on every person, gave amazing results both in Donald Trump’s election campaign and in the UK’s Leave campaign. Data was used on a more sophisticated level to change beliefs and communicate with users a way that could change their beliefs and make them supporters of the movement.

I have given an extreme example of how user data can be used. But this is exactly what amazed me with all those retargeting technologies from 2012. To use that power, you need to learn about your prospects and the easiest way to do so is to ask them a few questions and sort them into groups where you can present your offer in a more persuasive way to each group. That's why it should matter for you. Better presentation of your offer leads to more sales.

Do you still think that you need more content in a noisy information age?

The fog of information started to make people sick. I hear from a lot of marketers that you need to create MORE content to make people hear you. If they don’t hear you, you are not creating enough…

I do not agree with that. Let me explain why.

Content quantity vs content consumption

More content doesn't mean it is consumed by your users. I'm shocked about how many 'pro events don't know the KPI's of their content consumption and user behavior with their content.

In this case, it doesn't matter how much  content you have. If you create a piece of content, make sure it is used/consumed by your prospects.

I was so surprised when I studied online courses selling process and marketing strategies, and then I started to look at the strategies of how course creators help their students go through the course. Basically, what I see is that almost no one cares how their content will be used or if it will be used at all… That's why 75% of people who buy online courses never finish what they bought. From the commercial side, I understand it. If you collected your money, you might not care how people will use the end product. I hear it a lot of times from experts that this is not their problem. But I don’t agree with them.

I believe if course creators put at least a similar amount of energy into course content communication as in course marketing communication, that percentage will be totally different. And more people will finish the course and get their results. More will recommend your course and you will get more success stories. That means your conversion rate starts to increase as your marketing gains more trust. Everything is related, but not everyone is using it. So if you think you are in a competitive market, check out how your competitors are treating their paid customers and how they help them to archive the results. The more results you deliver, the more loyal clients you will get for your upsales and future products.

The future of content delivery to your brain

I'm a big believer that if you treat people differently, adapting to each one, you will get better results. It’s the same with education. I think the biggest change in education, or the revolution of education, will happen when content is be adapted by AI technologies (similar to Cambridge Analytica) but used to deliver content for the person in the best way so they can consume it and get the idea in the fastest and most effective way. And for everyone, the same content will be delivered in a customized way, adapting to the person’s needs, knowledge, personality, and stage of the journey.

Maybe it sounds like science fiction, but I have spoken with academic researchers who have done a decade of research and who are now adapting that knowledge with military projects in US and British military forces – experiments that are already in progress. Of course, the purpose is a bit different as goals are different, but all experiences are based on getting the most effective ways to deliver new information to the human brain and keep humans in a productive state as long as possible. Every person gets a personalized pack of how it works only for him or her.

Who are your visitors?

I wrote a separate article about this matter. Because if you do not understand who your customer is, nothing else matters in your digital strategy.

Here are some short topics that are related to your audience:

  • Who`s your ideal client/persona/avatar?
  • What are their pains?
  • What are their dreams?
  • What story are they telling themselves? 
  • What beliefs are stopping them from moving forward?
  • Create an empathy map for your avatar.

Just by having answers to these answers, your digital communication can change dramatically and the effect of this will ripple through all other parts of your funnel:

  • Quizzes, assessments, tests.
  • Lead magnet communication.
  • Customized results delivery.
  • Entrance offer communication.
  • Main offer communication.
  • Downsale offers communication.
  • Upsell offers communication.
  • High-end ticket offer communication.
  • Personalized product/content consumption communication.
  • Affiliate/ambassadors communication
  • Social media communication.
  • Content marketing communication.
  • Etc.

Need help with your audience’s setup and personalized communication?

Book a free 60-min Strategic Personalized Communication call


I’M A PASSIONATE DIGITAL BUSINESS ARCHITECT AND full stack digital marketer

Building Digital Products and Funnels since 2000

I help companies and individuals create effective and long-term Digital Marketing Strategies. I do markets, competitors and digital product research.
I'm talking about a plan you can see on one page – not a hundred-page plan that nobody reads and that makes no sense from a practical aspect. Go deeper to find out how I do that.

In my career so far, I’ve created more than 20 different personal brands from scratch. I’ve also helped hundreds of other companies with their brand identity, building landing pages that convert and working on final project development and delivery.
Let me show you how I work with concepts and branding, and how I turn them into functional products.

If you treat your website visitors equally and communicate with everybody the same way, in reality, you communicate with nobody.
You can have the best product on the market, huge marketing budgets, nice looking websites, and branding…. But nothing will matter if you communicate badly. Here's how I do it.

Personal Consultations

Does one size fit all? It doesn’t! You and I can think the same way, but we are different, unique, and consume information in different ways. Your business is unique. Every business is at a different stage of growth, has a different financial situation or ability to act quickly, different human resources, etc.
I adapt my expertise and knowledge to the personal needs of the client. Here is how.

Advertising Campaigns

Facebook, Google, Linkedin, Twitter, Instagram, Pinterest, Youtube, etc. These are just different digital channels. Display, search, video, voice, etc. advertising are just the form of communication in these ad channels. I spent almost a decade creating ad campaigns strategies and ad creative, as well as running and optimizing ad campaigns for various industries. See what I’ve learned.

I have been personally involved in three businesses where video production was one of the key elements. If I wasn’t a passionate digital marketer, I would be a film director/producer. I'm happy that video is one of the forms without which nobody can imagine the internet. I do project pre-production, directing, post-production and distribution.

Info Business Development

Ebooks, audiobooks, digital products, online courses, digital education classes, workshops, membership portals, podcasts, games, virtual reality applications, software, mobile apps, and any valuable information is just a form of digital info product. You can make a huge impact and earn money using any form of digital goods. I help top-level experts to help as many people as possible online.

Online Course Creation

A unique info product is a combination of the expert’s knowledge, market research, best-practice educational methodology, production quality, pricing, and platforms.
I help to build online courses, from course naming and video production to the final working product and even full digital marketing strategy on how the course will be delivered to your prospects.

Other services

As a Full-Stack Digital Business Architect, I can help you directly or through my partner network to solve almost any digital business obstacle you have and help you achieve the results you want to see. During my 20+ year digital business career, I have been involved with, or at least know people, who are involved in many different aspects of the digital business world and I like to share my experience.

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