Almost everything addressed specifically to or made personally for a lead gets the attention of its intended audience. Marketing strategies that aim to connect with their intended audience with a generic approach won’t work anymore. With the rise of inbound marketing, the marketing landscape has shifted from a product or service-centric style to a customer-centric perspective.
From the consumer’s perspective, a marketing strategy made with an extra effort to be personal speaks on another level. Everyone wants to think they’re being specifically address to and the marketeer addressing them is only addressing them.
You must keep in mind that, just like any marketing strategy, personalization takes time to solidify. However, you can always start anytime.
Below are some benefits that personalization gives to B2B lead generation:
1. Builds Relationships
Personalization is like extending your arm for a handshake. You want to start and maintain healthy relationships with the consumers, and you want to continue this relationship for them to be loyal consumers in the long run.
Now, more than ever, consumers can ignore and block mass marketing efforts. Therefore, you must work your way around this new situation. By initiating a constant dialogue and possible relationship, the consumer will get to hear you out.
One way to ensure a good working relationship is to study your buyer persona intently. This includes focusing on goals, values, challenges, and buying habits. You can also measure if you’re successfully building the relationship.
2. Establishes Purpose
There is a lot of content out there, but only some is useful to the consumer. The marketing landscape is also shifting to a more predictive experience than the reactive type of marketing, which means that you will be one step ahead of the consumers.
You’ll be the first to address their concerns and issues. Which is great if you’re implementing personalization efforts in your business as well. Take, for example, a financial advisor doing marketing. He or she would touch the personal interest of his or her client.
With the assistance of artificial intelligence, you can now foresee where the market goes. You’ll have a better time to prepare rapid and significant changes to your marketing strategies.
In line with this, marketers are looking into the idea of smart or dynamic content. As an example, specific content can be tailored depending on the reader’s geographic location.
3. Strengthens Customer Retention
Personalization makes your business memorable. If the first impression lasts, then undoubtedly, you’re leaving a lasting impression. This is the key to keep them coming back because you’re giving them more than what your product or service offers.
According to a research by Econsultancy, it’s been observed that some loyalty programs became successful because of stable personalization programs.
Ultimately, customer retention has seen to be a consistent factor for a business’ profit. A quick brand recall will give your business the advantage. Besides, earning the consumer’s trust is also a way to customer retention.
However, you must find the thin line between personalization and getting a little intrusive.
4. Increases Conversion
Before leading to a conversion, you’ll first see the increase in engagement. The consumers will respond to your personalized marketing efforts because they see the value of your product or service. It can be in the form of website traffic, social media engagement, and much more.
In other words, conversion is the sum of all the previous efforts you’ve done. Conversion also relies on the right targeting of consumers. A message not intended for its audience won’t result in a favorable outcome, so make sure to target your audience correctly.
Take Away
Any marketer knows that a strategy with a pinch of personalization, increases the rate of customer appreciation and is more likely to be opened. This incurs more brand touch-points. Use your analytics and data to plot the personalization carefully. After implementing such things, you’ll see that pulling them further down the funnel will come effortlessly.
