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Four Suggestions on Personalization

February 28th 2020 | by Ron Zayas

For most companies, some degree of personalization has become an essential element in a marketing strategy. The goal is to contact new or current customers with offers that seem custom-designed for each recipient.

Why? Surveys have shown that 2/3 of customers are loyal to brands that tailor the experience to their preferences and needs.

Knowing what to do is a start – figuring out how to do it can be the tricky part. We offer a marketing automation service that can help. But here are four additional suggestions to help you get there.

1. Borrow From the Best

What happens when you buy something from Amazon? You’ll immediately see a selection of other items that might interest you based on that purchase. What happens when you watch a program on Netflix? You’ll receive a list of programs with similar themes you also might enjoy.

Does it work? According to McKinsey and Company, 35% of consumer purchases on Amazon come from recommendations.

Whatever product or service you offer, there are likely related products and services that you can recommend. It’s a strategy that predates Amazon – they just perfected it. But if you go to a fast-food place and they offer to add an ice cream cone dessert for another 50 cents, you’ve just experienced the same ploy.

This is one of the easiest ways to employ personalization, and also one of the most effective. And while it’s profitable for you it can also be beneficial for your customers – sometimes people don’t know themselves how some solutions work together. Helping them to understand that is a win-win.

2. Get Your Facts Straight

When sending an email, personalization is more than getting the recipient’s name, title and company correct. But if any of that information is wrong, your email goes directly into the trash. If you’re working off a mailing list with 700 contacts, spot-check via LinkedIn or company websites to make sure the data you have is still current.

Also remember that assumptions are imprecise things, though in marketing they happen all the time. Some are valid, such as identifying likely product preferences from what people do, where they live, what kind of car they drive, etc. But automated email mailings that assume ethnicity or other character traits based on a person’s first name may not always be correct. When in doubt, default to a lower degree of personalization to avoid a deal-breaker mistake.

3. Customized Problem Solving

The more data you have about a client or prospect, the more you’ll be able to customize a message that will resonate. If your best prospects are CFOs, or COOs, or CSOs, take the time to research what challenges are most commonly faced by these executives in their specific industry. Then design a solutions-oriented marketing campaign to address that concern.

Example: A company that provides IT security solutions to the medical industry could send a general message about helping to protect patient privacy. But an email to a CSO will get more attention if it references how doctors could benefit from a secure chat tool built into their hospital’s system infrastructure that allows them to securely discuss case developments with care teams and consulting physicians.

The more you can focus on your best prospects, the more you are also excluding those who will likely not be interested in what you are offering. And once you’ve zeroed in on a narrower but more responsive pool of prospects/leads, you can tailor your website, emails and all communication to them, so they are more direct and on point.

4. Don’t Forget What You’ve Already Learned

When marketing does its job, then the lead or prospect is handed over to your company’s sales team to close the deal. Communication is the key.

Did you ever call a company and answer questions about your name, address, order number, account number, etc., and then get transferred to a different department and have to start that process all over again? It doesn’t improve your confidence in that company.

Avoid making that same negative impression by providing the salesperson with all of the information collected by marketing. And remember that information sharing should be a circular process – if sales learns something about a client that marketing didn’t know, that data should go back to the marketing team.

What Turns Your Website Visitors Into Leads?

There is no one-size-fits-all answer, but this fact remains constant: Your website needs to be your best lead generation source.

One of our most popular lead generation services is 360 Marketing Automation, which works with your website to both capture and nurture leads automatically.

Learn More About 360 Marketing Automation

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