How to Use Personalization to Enhance Your Lead Generation Campaigns
The world is a pretty impersonal place some days. You can draw money out of the bank, order something to eat and work for several hours without talking to another soul.
People crave one-on-one attention, and that is likely why personalization in marketing is growing in importance. Machines are also much faster and able to sort through the data needed to create highly targeted ads geared specifically to each user.
In a survey by Google and Econsultancy on marketing and measurement, researchers found around 90% of marketers believe personalization equals profitability. If you do one thing in 2020 to ramp up your marketing efforts, focus on creating more personalized content that converts into additional leads for your business.
You might understand the importance of personalization but it can be tough to figure out how you can implement it to improve lead generation. To get you off on the right foot, here are several things you can do today to get started, along with some examples.
Learn how hyper-personalized direct mail converts offline prospects to online customers:
1. Ramp up Your Website Personalization
Your landing pages are likely a big lead generation tool for your site. Personalizing websites isn't always easy, though. First, you must dig through the data you have on hand and create detailed buyer personas.
Some things that might help include gathering information on current customers, tracking where your site visitors come from and conducting polls. The more data you have, the better you can create a custom landing page for each buyer type.
Utilize cookies to remind people of areas they've visited on your site before or to welcome them back. If users sign up for an account and input their details, you can even greet them by name.
Personalization examples of landing pages that tap into past behavior can be seen on sites such as Amazon. When you visit, it shows you the last items you browsed for and makes recommendations based on past buying behavior, which adds context and improves the overall experience.
2. Tap into Artificial Intelligence
People aren't opposed to using new technology, such as artificial intelligence (AI). They simply want it to work as well as talking to a human. With recent advances in natural language processing and machine learning, computers can now have a conversation with users and offer preprogrammed options.
One example of utilizing AI to gain leads is this virtual digital loan assistant named Abby. Abby can help you get the loan process started, guiding you through the steps and even calling you by name. AI is best used for repetitive tasks and the information collected can then create a more personalized experience later in the process.
3. Figure Out the User's Pain Point
There is a reason your site visitor used the keywords that led them to your site. More than likely, they wanted to solve a problem. Think about what issues your users deal with and the reasons they might come your way, and then do your best to explain in the first moments how you can rectify that situation for them. How can you ease their pain?
Once you've addressed the pain point and shared basic information on how you can solve the problem, lead them deeper down the sales funnel. Invite them to share their data for a custom solution.
4. Provide Relevant Offers
In a survey of 8,000 consumers from around the world, around 91% of participants said they were more likely to shop with a brand that gave them relevant offers. How do you provide this?
- Know your industry. If you understand why people turn to you for a solution, you can offer more relevant information.
- Understand your customers. Dig into your internal data. Read through reviews, fix the negatives, and repeat the positives.
- Segment your mailing list. Send offers that match past buying behavior to audience segments.
The more targeted the offer, the more likely the person will become a lead or a buyer.\
5. Develop a Smart Database
Your sales team will perform better with more information. Utilize strategies that help you gather as much detail as possible about potential customers, and then turn them into strong leads. For example, some of the elements you'll want to add to a database to help you create stronger buyer personas include:
- Location: This impacts many local businesses, but it can also affect strictly online companies, depending upon your product.
- Demographics: What is the age, sex, and occupation of your typical lead? This information helps you utilize ads that speak to a highly targeted audience, such as on Facebook.
- Behaviors: Do your buyers have anything in common? What do they do in their spare time? Are they sporty or brainy? Pay attention to the little details to create ads and offers that make sense for their lifestyles.
The more detailed your database, the easier it is to know where to go and how to advertise to generate new leads.
More Than Just Leads
Gaining new leads is a vital part of growing your business. Without new customers, it's difficult to expand your brand.
However, you also must look forward to what happens after you gather the contact information. How will you further personalize the process so the lead turns into a customer? At the end of the day, the number of sales you make that matters more than simply finding new leads.
Originally published at Spiralytics.