The average consumer sees between 5,000-10,000 brand messages per day. B2B decision-makers likely see even more with hundreds of emails pouring in offering consultations, downloads, and recent blog posts or webinars.
The deluge of messages can be overwhelming, to the point that many people start tuning them out completely. Breaking through that much competition for attention can be incredibly difficult, even with the best of marketing campaigns, which is why it is so important to personalize as much as possible.
Your competitors use similar language and tout similar value propositions – the messaging can blend together, making it that much more difficult to get through. But with a personalized message that speaks to the actual pain points your prospects are facing, you can stand out in a way that actually captures attention and encourages engagement in a way that few Digital Marketing Campaigns are able to. Let’s look at three ways to do so.
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1. Responding to the Customer’s Needs
When we think of personalization, we often think of the emails that include our first name or company name, almost certainly added with a merge tag in an email automation tool. This can be an effective tactic, but it’s also an easy one – something everyone does. In short, it doesn’t help you stand out. Heck, if you do it wrong and that tag doesn’t work, you can hurt your cause.
So how do you stand out?
You customize the experience itself. That means several things, but mostly it means presenting relevant information based on what you know about the customer, as much as possible in a non-creepy way.
For example, if someone is visiting your site for the first time, they might see a phone number in the header and a call to action to schedule a consultation. But if you know them already – they’ve filled out a form, or better yet, are a known customer, you could replace that phone number with a link to your support center so they can submit a ticket. You’re anticipating the needs of the visitor based on their lifecycle stage – the engagement will be higher as a result.
Customers want to see customer-related information. Prospects want to see educational information. Current sales leads want to see relevant supplemental information. Your website should reflect these preferences based on what you know about your visitors.
2. Build a Persona-Driven Marketing and Sales Funnel
The goal of personalization is to speak to someone about the problems they are having at the moment they are having them. This is difficult to do with a single, static message on your website. Too many MSP websites offer the same generic language around IT support and high levels of customer service. Instead, take the time to build a funnel that understands the needs of the prospects and leads who visit your site.
- Define Your Personas – Who are the individuals who visit your website and what are their primary concerns? Are they administrators, business owners, technology contacts, or influencers performing research? Know your audience and know what they expect to find.
- Map Your Content – Create a content funnel that identifies the types of things your personas are looking for at each stage. At the top of the funnel, you are educating people about the questions they have. Little or no sales language at this stage – just helping them solve their problems based on what they are searching for in Google. In the middle of the funnel, you are helping them to understand your business and why yours is the best option. Do this with buying guides, checklists, and comparison sheets that outline your value proposition. At the bottom of the funnel, get them on the phone with a member of your sales team. Offer a consultation, assessment, or on-site discussion.
- Create Content for Each Relevant Step – If you identify three different personas you feel are a good fit for your business, make sure you have relevant content at all three funnel stages for each of those personas. Some of this will already exist. Other pieces will need to be created.
The goal here is to build catered experiences for individual audiences.
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3. Building a Personalized Experience
When your website recognizes the stage of the buyer’s journey a visitor is in, and your content offers different options based on persona and funnel stage, you are well on your way to providing a personalized experience. But there’s more you can do.
This is where you can start personalizing the actual marketing materials people see based on a number of factors you’re able to measure.
- Customized Landing Pages – Build custom landing pages not only for your persona types, but for the situation in which they might search for or interact with your business. Someone researching backup recovery is in a very different state of mind from someone looking to replace their current MSP, even if it’s the same persona.
- Email Segmentation – Create carefully segmented lists by tagging your contacts based on activity, persona, content interaction, lead stage, and anything else you can think of. Your emails are more effective when crafted for specific situations than if you use the same boilerplate content and load it with merge tags.
- Matching Ad Groups to Relevant Content – When you run an ad campaign, create a custom landing page based on the ad group (in AdWords) or audience type (on social media) you are targeting. Match language from your ads to the landing page copy to provide a more relevant and impactful experience.
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The goal of personalization is not to simulate a live conversation, but to ensure relevance in your marketing activities. You want people to feel like they’ve discovered a solution that’s designed specifically for them. If you can do that, your ads and marketing campaigns will break through all the noise people see each day, and your click-thru rates, conversion rates, and close rates will all increase. We hope that the three ways to personalize your Digital Marketing Campaigns help to steer you in the right direction.
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