How to Use Data To Create Highly Personalized Messaging
Businesses need data — it’s a fact. Marketers invest time, effort and money to get it. They want to know as much as possible about potential buyers, so they hoard their contacts’ information like there’s no tomorrow.
This is nothing new, but it’s surprising how often these digital data hunters fail to do anything with the wealth of information they’ve collected. Unfortunately, there are plenty of cases where a healthy store of data is left collecting digital dust because it’s never properly leveraged. According to one study, 45% of marketers believe that data is the most underutilized asset in the marketing industry.
There’s a telling conclusion to draw from this: It doesn’t matter how big your data is, it’s all about how you use it.
Sidestepping the innuendo (get your mind out of the gutter!), there’s a serious question to consider. How can you effectively utilize your data to convert more prospects?
The answer is personalization. If you’re not sending messaging that’s personal and relevant, then chances are that your prospects are losing interest. In fact, more than 78% of consumers will only engage offers if they have been personalized to their previous engagements with the brand.
So then, we know that a lack of personalization = a loss of potential sales revenue. Luckily, there are easy and actionable ways to use your digital data to create that oh-so-essential, highly personalized messaging. Let’s dive in, shall we?
Step One: Gather Vital Information About Your Prospects
If you want to create personalized campaigns and messaging, the first step is to collect relevant data. You may be familiar with visitor identification and website tracking, especially if you’re using a marketing automation platform. But in case you aren’t, here’s what you need to know:
Visitor ID: Anonymous Site Visitor Identification
Using reverse IP lookup, this feature identifies site visitors and provides information such as page visits, page visit duration, company location, etc. There are a few marketing automation providers that even take this feature a step further by partnering with data centers to also provide site visitor names, company size insights, email addresses, phone numbers, photos and social media links. This can effectively double the number of leads that can be harvested from your existing web traffic. Plus, who doesn’t want to know more?
The Next Level: Behavioral-Based Tracking: After identifying a lead, you can use behavioral-based site tracking to learn more. You’ll be able to see what web pages she visits, social events and webinars she’s attended, email activity, form fill-outs and more.
If you have a marketing automation solution that provides these valuable tools, then great! You can discover the answers to crucial questions about your prospect, like:
- What are her needs?
- Has she attended any webinars or downloaded any particular content?
- What type of messaging elicits a response from her?
- Where does she work?
- What is her role? What are her company's needs?
Think of how supercharged your sales and marketing strategy would be if you based it around this data. These data collecting tools will lay the foundation for your personalized campaign.
Step 2: Segment Your Prospects
Now that you have all the proper data collected, it’s time to start segmenting your prospects.
Segmentation: To make it easier to send targeted emails, you can segment your prospects into lists. If you use a CRM with or without a marketing automation platform, you can easily segment based on whatever rules or criteria you’d like.
For example, say you wanted to segment your B2B prospects by company size. Perhaps you want to distinguish between prospects who work at small and medium-sized businesses and prospects from large corporations. You could easily segment those lists based on the information you’ve collected via forms. Then, you can send targeted emails to each list.
Now that you’ve segmented your lists, you’re much more likely to engage your prospects with meaningful content. Here’s an encouraging statistic: Segmented and targeted emails generate 58% of all revenue.
Next Level: Buyer Personas
To take segmentation even further, you can craft detailed personas based on your own marketing audience. Cindy CEO, Sammy Sales, and Andy Account Manager are three examples of possible buyer personas. Cindy CEO may be more responsive to certain types of messaging than Andy Account Manager, and vice versa.
Some marketing automation platforms have customizable personas templates built in, so it makes it even easier to segment your prospects and streamline your messaging.
Step 3: Create Highly Personalized Messaging with Drip Campaigns
Now that you’ve got your data collected and your prospects segmented, it’s time to roll out those campaigns. There are a couple of digital tools that can help you deliver hyper-personalized messaging at the right time.
Automated Triggers/Workflows: Wouldn’t it be great if salespeople were all-powerful, all-knowing and always had enough room in their busy schedules? Well, of course, that would be amazing. But, just like unicorns or quick trips to the DMV, this doesn’t exist. So how can you engage your prospects at critical points in the funnel?
Enter automated workflows. If you want to keep in contact with your lead, you can set up a workflow to send automated drip emails. That way, you’ll establish a presence in your prospect’s inbox, gently reminding her about your business.
If a prospect makes progress in her buyer journey, you’ll want to take the engagement to the next level. Say she clicks through to a certain landing page, downloads a piece of content, signs up for a webinar, or — even better — requests a call or demo. You can set up alerts and notifications to your team to reach out personally, or you can even trigger another automated workflow.
The Next Level: Dynamic Email
You have your email drip campaign all setup, and you’ve crafted personalized messaging. But what if you could make your content resonate even further and streamline your process?
Some digital marketing solutions include dynamic emails. This means that you can send even more personalized and relevant emails to your leads without the need for coding. Build one email and then use dynamic content so your marketing automation platform can automatically swap out entire phrases, images, and offers in that email – all based on what you know about your contacts.
Not only does this cut down on the clutter of too many emails, but it also allows you to more directly target your prospects, based on their traits and behaviors.
Now You’re Ready To Convert Those Leads
You have everything you need to effectively nurture and convert your prospects. Go forth and conquer that marketing funnel. May the data be with you!
About the Author
Olivia Williams Copy Writer Olivia is a digital marketing expert and an advocate for using marketing automation to get real results. She's a part of the content marketing team at SharpSpring.