Join Dina Shapiro for an in-depth discussion in this video Customize the experience, part of Lead Generation Foundations.
- Customized experiences make people want to be your customer. It's sort of like when you go into a coffee shop and the person knows exactly what you want and starts making it the second they see you walk through the door. The concept of a personal touch has been a really effective sales strategy for years. Studies show that knowing and using a customer's name and knowing their preferences will help you close the sale. Luckily, today's technology gives marketers more ways than ever to personalize a customer's buying journey.
Let's review a few tips to customize follow-up communications to prospects when they're getting ready to buy. When you created your lead form, you collected lots of data about your leads. This data you collected and stored in your marketing database can now be used to create personalized content. The first step to personalization is segmentation. That's dividing up your marketing lists into segments, based on customer information. Your segments could include geography, product interests, gender, household income, or lead source.
These are just some examples, but how you segment your list really depends on your business, the data you collected on your lead form, and the information you've collected about your customers over time. Now, once you've divided your lists into groups, you can create targeted content that fits their profile. Let's say you're an electronics store. You could send information about cameras to someone who's noted their interest in photography on your website form. Or, let's say somebody's interested in video games.
You might send the latest deals on gaming systems. Customizing the experience through segmentation is just a start. You can take personalization even further by using your data in a whole new way. It's called dynamic or smart content. Dynamic content is personalized information in the subject line of an e-mail, or in the body of the e-mail itself. The most common example of this is inserting the person's name, but really, it can be any information.
Let's check out an example. Your e-mail could read, Now here, the dynamic, or smart content, based on our lead form, is the first name, the contact date and time, the city, and the price range.
This is just one example of how you can use dynamic content, but it can get pretty complex if your business requires it. Another way dynamic content can be useful is if you want to personalize just a small part of your e-mail, and the rest of the e-mail can be the same for all customers. This way, you can manage just one e-mail and don't have to make the same changes again on different versions, but as your business grows, it's a great way to deliver personalized content without having to expand your marketing team too much.
So we've practiced customizing follow-up from prospect data and interests, but why go through all this trouble? Bottom line, personalization works. Studies show it improves e-mail click-through rates by 14% and conversion rates by 10%. Can't argue with those numbers.
Finally, discover how to monitor your customer's experience after the sale, reward their loyalty, and measure your program's performance. By the end of the course, you'll have the tools and action plan to keep optimizing your lead generation strategy and expand your customer reach.
- Setting goals
- Publishing engaging content
- Creating compelling offers and calls to action
- Optimizing landing pages
- Developing databases
- Transforming leads into customers
- Making the purchase process clear and simple
- Monitoring social channels
- Measuring results