Lead Nurturing and Personalization
Here, we’re going to explain why personalization is a vital part of lead nurturing in marketing. The more information you have on your prospects, the better you will be able to gauge where they are in their buyer’s journey, all while helping nurture them along the path to final purchase. First, let us ask you this: Have you lost touch with your contacts? It happens more often than you’d think, even with a lead nurturing strategy in place. The problem is, some people aren’t interested, while others could be convinced with timely and relevant content.
In other words, you need to personalize your lead nurturing.
What is Lead Nurturing?
Lead nurturing refers to a process of developing relationships with buyers at every stage of the sales funnel, as well as through every step of the buyer’s journey. It focuses marketing and communication efforts towards listening to the needs of prospects, attempting to provide the information and answers they need. Messaging must be as effective as possible to keep your leads converting into clients, so let’s take a brief look at the ways personalization can work as a powerful lead nurture strategy.
Personalization Increases Engagement
It’s a fact personalized emails improve click-through rates by 14-percent and conversion rates by 10-percent. It’s true. Sending targeted campaigns yields leads that are more likely to open and engage with your content. If there’s one thing you should take away from all this it’s that consumers don’t want irrelevant marketing emails. When people receive irrelevant messages, their response is often one of the following actions:
• Ignoring it and moving on
• Deleting it from their inbox
• Opting out of future emails
• Marking the message as spam
You can avoid these pitfalls by creating buyer persona profiles and segmenting your data base.
Establish Trust with Personalization
Is it any surprise to you that people purchase from a business they trust? Of course not. Trust cannot be built overnight, but don’t panic. The right piece of content will spark a prospect’s attention, whether a whitepaper, data sheet, infographic, video or case study. Use this chance to provide value while showcasing your position as an industry thought leader.
Leads Move Through the Funnel with Personalization
Driving revenue and connecting with contacts is one of the biggest benefits of successful lead nurturing. Rather than providing snooze-inducing pitches, your marketing team uses nurture campaigns to kick off more worthy conversations.
Personalization starts with building strong buyer persona profiles. This identifies your best buyers while improving your lead marketing campaigns…immediately.
