Personalized Lead Generations: The Story Every Marketer Needs to Know
The online world is the face of the new age business and revenue generation. It is a tree that is sown, planted and nurtured. If your online business is the tree, lead generation is akin to the process of watering the tree. It is a process that needs labor patience, but the rewards are more than worth the wait.
If you ever had any doubts about the efficacy of lead generation, let’s look at these numbers from Forrester Research:
Lead generation drives a growth of 50 % in sales – that too, at a 33 % lower cost.
What is Lead Generation?
Let’s face it: content marketing without the intent to engage your audience is space filler. You might as well move over and make space for someone else.
It’s when you clearly define your audience along with their pain points when you begin the journey of answering importantly questions and problems buyers face.
But, why is this important?
A clearer picture of your audience and their needs allows you to weave stories that inform, entertain, educate and intrigue.
Against this backdrop, lead generation is the process of allocating your most congruous and business-defining prospects in accordance to your business type. Inexorably, this will necessitate a visceral understanding of two things:
- The audience you are targeting and their needs,
- Your product or service
It is only when your offering aligns with the specific needs of your audience at various touch points that any initiative – business-driven or otherwise – is transformed into a compelling, mutually beneficial venture.
This process of lead generation takes customer engagement to a different level and arguably forms one of the most important aspects of the sales funnel.
To locate the most relevant leads, there are some key elements to look out for. These include demographic-related information like age, income, location, past and existing buying habits, – and so on.
A data-driven marketer worth will take the time to identify not only the basic demographics of their prospects’ online activity, but also their actionable online behavior in the form of frequent searches, clicks, buying patterns and eventually, purchases.
Why Is Personalization Important?
Because personalization is the missing link that bridges the gap of a cold, unattractive customer experience and a memorable one.
There is growing consensus on the fact that relationships are the lifeblood of all online and offline businesses. Personalization triggers the fire of familiarity of online presence with the prospects, which, when taken a step further, leads to the establishment of the ever-elusive trust.
This warmth further sublets other areas and become an integral part of the roadmap to drive ROI. The message that the entity personalizes then targets the lead and creates a loop of confidence; the constant act (or art) of interspersing such personalized messages in a selfless manner bridges any trust deficit.
Without doubt, personalization is a head turner with a penchant to get the eyeballs rolling in the correct direction.
We are inundated with examples where personalized message that is of direct relevance or close interest to the audience is not only read and share more often, but also responded to – as opposed to nuisance-ridden generic messages which provide no real value and evinces collective yawns, at best.
Be Where They Are
It is paramount that messages are directed at interest groups who matter and can impact your business for the better or for worse. Emails targeted to an individual with implied interests or a specific group has been shown to improve click-through rates by 14% and associated conversion rates by 10%.
By sending personalized emails and interlacing it with relevant content, it is possible to engage leads seamlessly without making any effort look blatantly self-promotional. On the other hand, sending random marketing emails without any design or purpose is more than likely to turn the recipient off, potentially making them reluctant to engage with you in future.
Thus, targeted messaging serves the two-fold purpose of heightened engagement and long term relationship building. Within the overarching theme of lead generation, it makes sense to figure out a buyer’s personal profile and segment your database accordingly.
These profiles, if based on or similar to the actual traits of your customers, can pinpoint potential buyers with great accuracy. The information will make it much easier for you to churn out content that would be understood and appreciated in the right spirit. This culmination of lead conversion marks the first step towards brand engagement.
The Importance of Follow Up
Powerful interactions make memorable impacts. And, memorable impacts, retention of messages, and engagement and conversion are some of the ingredients that any marketer looks forward to whilst preparing a palatable dish – in the form of content
Every marketer needs to understand that an emotional appeal strengthens the impact of your personalised messages. Apart from crafting stories that resonate with buyers, thoughtful visuals tap into their primary areas of interest.
Incorporate story elements and characters that make you audience feel like an integral part of that story and that it is incomplete without them.
By making memorable impressions on your prospects, you can amplify your network and make it easier to penetrate related communities. Leaving positive impressions on leads makes your business remembered and recommended – both in the short and the long run.
We’re living in an era that is internet-obsessed. Information overload is the norm and no longer the exception. All the clutter makes it difficult for you to cut the noise and catch the right signals.
In the context of lead generation, effective personalization means a genuine interest in your target audience. You simply won’t get the right results without getting interested in them.
At the other end of the computer screen are emotional humans with real problems who’re waiting for someone to reach out. By showing them that you genuinely care, you can create a lasting relationship and become their loyal partners.
Remember, when things become difficult, nothing succeeds like simplification.
Simplify, understand, respond, engage, attract and retain – then rinse and repeat!