Personalisation: Why Its the Best High-Quality Lead Generation Technique

Today’s customers are more discerning than ever, being able to see right through conventional marketing tactics. A one-size-fits-all mentality will no longer work for lead generation and nurturing, with customers expecting a personalised and relatable approach instead. This is why we see personalisation as one of the best high-quality lead generation technique today, and here’s how you can do it.

Put yourself in the customer’s shoes: would you rather receive a generic marketing message, or one that offers useful information and is relevant to your needs? Any sane person will prefer the latter – people are simply sick of irrelevant junk mail and are instead hungry for content that appeals to them. Personalising your lead generation and nurturing campaigns is now essential for ensuring your marketing messages don’t just end up in the Junk folder.

The value of personalisation is undeniable. According to Aberdeen, emails that targeted by individuals or groups show a 14% improvement in the click-through rate and a 10% higher conversion rate. This ultimately leads to increased revenue and ROI, with a study by Demand Gen Report revealing a 20% increase in sales opportunities produced through leads who are nurtured with personalised content.

Gain an Understanding with Audience Segmentation

An effective lead generation technique, not only brings in leads, but the right ones. The first step for effective personalisation is to use buyer persona data to segment your audience. Craft profiles based on real traits of past and potential buyers to tailor messaging to actual user actions. This data will guide content creation for higher audience engagement and increased conversions.

Dig Deeper for Advanced Personalisation

However, advanced personalisation takes more than just the typical audience segmentation. By looking at engagement data, you can gain an understanding of individual customer experiences (think context, intentions and preferences). Searches, clicks and purchases are also valuable metrics for tracking your prospects’ activity. Tapping into this data allows you to develop messaging that appeals to the customer on a personal level, driving them to make a decision. Once you’ve identified what your prospects are looking for, you can start generating relevant content that you can use to attract and convert them.

The benefits of advanced personalisation are abundantly clear. For example, you may purchase some foundation from a makeup brand. Now that the brand has your shade, they can offer personalized recommendations for your skin tone and type. Think lipstick to complement your tone or skincare for your complexion needs. There may even be an option to upload a photo of yourself to virtually experiment with different makeup products. This level of service can be provided by diving deep into predictive analytics, helping buyers make an informed decision.

Focus on the Buyer, not the Product

Personalisation is all about the customer, so it makes no sense to stick with the typical product-centric approach. Instead, the buyer’s preferences need to be the focal point of all you do. The steps you need to create a buyer-focused strategy are:

  • Collect data, with a particular focus on predictive analytics
  • Find out what content your buyer is interested in
  • Determine what channels your buyers came through and the touch points
  • Identify the unique actions taken
  • Contextualise this information depending on the stage of the buyer’s journey, the location in the funnel and the time of day

There’s a host of ways to approach the points above. Some that we recommend is using analytics tools and social listening. Use this data to segment leads, track engagement and traffic trends, and develop a predictive model to streamline the buyer process, boosting lead generation and conversions.

Communicate with your Prospects

What could be more personal than having a one-on-one conversation with a prospect? This is the most individualised approach you can take, and is sure to propel your conversion rate.

Live chat is a top communication channel, delivering timely content to leads. Addressing concerns early minimizes friction in the buyer’s journey, leaving a strong impression on prospects.

This isn’t the time for a sales pitch. Instead, be genuinely helpful, answer questions, redirect the customer to relevant content and provide lead details if appropriate. Chat agents can determine whether these leads are hot or cold, and can inform the sales team if anything should be followed up quickly.  

Be Memorable with Personalisation

A personalised approach will delight your prospects, with the appropriately-targeted content, emails and blog posts quickly capturing people’s attention. Soon, your audience will see your brand as a reliable source of valuable information, ensuring they think of you when they’re ready to buy.

Strategise with Digital Squad

Of course, personalisation is just one of the many lead generation techniques you can adopt for lead generation and nurturing. A well-rounded marketing strategy is needed to truly cultivate and convert leads, for which you’ll need to enlist the help of a reliable SEO agency. Digital Squad’s team achieves results with ethical SEO. We’re experts in boosting traffic and revenue through improved keyword rankings, meta descriptions, and user experience.

Reach out to our experts to get started on building the best marketing strategy for your business.