Today’s prospects independently research products and services before making a purchase, which creates numerous interaction touch-points. Now, organizations are starting to realize the importance of personalizing those touch-points and providing an engaging, valuable experience for each visitor.
Chances are you’ve already created many helpful blog posts, case studies, eBooks and webinars in order to help educate your potential customers, so there is no need to convince you that content marketing works. But, one question remains: Are you maximizing their potential for lead generation across all of your channels?
1- Build Customer Personas
Customer personas are built by using a multitude of data. Instead of asking a single question, like Paper Style, you can group customers together using a mix of attributes and actions they take.
One case study that proves the value of customer personas is from the B2B sales and marketing firm Net-Prosper. They wanted to better understand their visitors and develop a more personalized experience for customers. Using website behavior and download history, they grouped each customer into one of three personas.
3- Make Use of Location and Time
It’s no secret that certain times of day prove to be better than others when it comes to sending emails. Your customers might love getting an email at 8:00 a.m. or they might respond better to getting one at 5:00 p.m. Either way, we are sure you have A/B tested this and found the optimum time to send your emails.
The reaction from customers was significant, as the companies are experiencing an 11% higher click-through rate. Sales also were positively affected; resulting in 8% uplift in email revenue overnight, proving timing is vitally important for emails.
5- Match Personalized Emails and Landing Pages
Personalizing your emails is a valuable step toward targeting your customer more effectively, there is more than your business can do. You can pair personalized emails and landing pages to push your success rate further.
Not only should your email and landing page have a consistent look and copy, they both should have the same personalized call to action for the customer. This will lead to the customer having a unified experience, which will make them more likely to convert, as you are showing them personalized content based on data.
2- Set Up Automated Behavioural Trigger Emails
Behavior-based triggered emails are real-time reactions to how your customers are using your product. Trigger emails have a 152% higher open rate compared with traditional emails. They are a valuable communication tool and convert window shoppers into lifelong customers.
Trigger emails, although personal, are easily automated and can be sent to customers for multiple actions: up-selling and cross-selling, welcome, re-engagement, and the list goes on. Also, depending on your business, there are several specialist tools out there for sending great trigger emails.
4- Personalize Your Business
Personalization doesn’t have to be limited to using your customers’ data. You also can personalize your brand.
Personalization can soften the edges of big business and add a level of human connection between you and your customer. The email sent by a real person proved more likely to be clicked. This also showed customers’ positive reactions to a more personal business. Test aspects such as a conversational tone, pronouns like “we” and “I,” and generally making your emails seem like they are from an actual human. Customers respond to it.
6- Choose Your Use Cases Wisely
What goal are you trying to achieve with personalization? For example, you may be looking to generate new leads or nurture existing leads and further educate them.
Start by choosing only two or three use cases that make the most sense or will have the most impact on your business.
However, for B2Cs, the focus can be on engaging consumers based on location, behavior, or past purchasing history or interactions with your brand.
7- Get you’re Analytics in Place
Before starting to run any campaigns, determine what you’re going to measure and how. To get started:
- Establish Analytics: This can help you understand how each key audience interacts with you. Set up your measurements to determine baseline metrics for the different verticals and audiences and start testing personalization campaign results to measure uplift.
- Create Segments: Track performance by checking how many visitors from each specific segment visit your website, how they behave on-site, and what type of content they prefer.