by Shahnaz Mahmud.
To build a good name brand in the old days, when a customer walked into a store, a salesperson would walk up to that individual, greet them and hold their hand, so to speak, to help them find what they were looking for. Ka-Ching goes the register! Today, in the vastness of the Internet, how does a company achieve personalization – and therefore customer loyalty?
This topic will be broached in a wider discussion at the upcoming LeadsCon Las Vegas Conference in mid-March at a panel called “Building Better Relationships: Affiliates, Offers & Advocate Marketing.” The perpetual Wild West that is the Internet has actually lent itself to a greater understanding of the customer via data.
As ReachForce writes in a blog post on their website, “Studies back up the fact that customers appreciate it when a company goes out of their way to get to know them as individuals and to personalize their shopping and buying experience.” (Read: just like the old days!) Data segmentation and analytics allow for just that. ReachForce suggests the following to optimize your lead generation efforts.
Personalize Messages According to Your Customer Profile
Nowadays, the analytics that exists in the marketplace can give you the means to create multiple customer profiles, thereby allowing you to personalize the content and market it to each group.
Find Out What They Need
Reach deep into the data to ascertain exactly what your customer profiles are trying to achieve. For instance, are they seeking to buy a product that can withstand severe weather conditions? Once you understand their needs, your personalization tactics become that much easier.
Find Out When They Need It
Equally important is the “when” factor. Your data should be able to provide for you pertinent information on the frequency of a purchase and perhaps how much at a time. Says ReachForce: “Customers appreciate it when they open a new email offering them exactly what they need to be shopping for this week. It’s even better if they can get a discount on the product or get it delivered overnight — the data will tell you what messages are most effective with each customer.”
The marketo.com site’s blog post distills it down to the “3 Ws”: Who, What and Where. Who is your core audience and what are the main characteristics of that audience? What types of content are most valuable? What platforms, like Web, mobile and ads, suits your audience best?
As Cathy Reisenwitz says in an article for Capterra: “Don’t waste sales opportunities by leaving value on the table. Your outreach strategy should be driven by data. With so many companies increasing their sales with personalization, it should be on your list of tactics to test.”
Click here to register for LeadsCon Las Vegas 2016.