Personalization Is Key
Personalization is key.
To deliver the right message at the right time, marketers must make sure their content marketing is personalized to each buyer's role in the organization. Personalization comes from the customer data you have collected and compiled on your own or from third parties.
No matter where that data comes from, your data management is important. Data management is the process of collecting, organizing, storing, and protecting data to ensure its quality, accuracy, and reliability.
By compiling information on your potential customer’s position, responsibilities, preferences, and interests, you can tailor your messaging. The more personalized you can make your communications, the more likely your prospects will be engaged and motivated to take the next step in the sales cycle.
Your content should be personalized as well. In all your communications, your content needs to be useful and relevant. If your prospects come away having gained an insight, a nugget of useful information, or learned something new, the more likely they will be to welcome your next communication.
Here’s how a personalized digital marketing campaign nurtures a prospect using marketing automation software:
|Step 1||A prospect visits your website or follows your company on social media and signs up for your newsletter.|
|Step 2||The prospect receives the newsletter, which provides valuable insights into industry topics and trends.|
|Step 3||You follow up with another email that has new information about how your products and services deal can solve your prospect’s business challenges|
Successful personalization is about listening to your customers and understanding their wants and needs. You have to put yourself in their shoes. What pain points do they experience in their jobs? How can your products help?
Digging into the data you have on your customers and prospects will reveal many insights. Are they more interested in webinars or ebooks? By collecting and analyzing data on their interests and goals, you can deliver a personal touch to your communications.
Do not fall into the trap of limiting your thinking and assuming marketing automation can only work with emails. In fact, marketing automation can involve multiple types of content, including case studies, leading pages, social media, mobile messaging, digital advertisements, and more. It can help you reshape your entire outbound marketing strategy. It can even help you to perform A/B testing to see which headlines, offers, copy, images, and other marketing collateral are working better and provide insights into what is resonating with customers. The results can aid you in further optimizing your marketing and content efforts.