Things are changing in the digital world, and it’s for the better. Marketers around the world are working hard to make the shift from simple content marketing, toward the idea of personalization. Pretty much everything is being personalized nowadays, and your customers are likely looking for personalization from you as well. Think about it – does it not feel wonderful when someone gives you personalized service over generalized service? This is the reason many of us choose the same coffee shop morning after morning; it fulfills emotional and personal connection, which is something that we humans crave. So, why not implement personalization into every element of your sales funnel?
“Content is king” – Bill Gates
While your first point of contact may be your marketing or word of mouth, research has shown that after the initial contact, your potential customers are heading online to check out your social media. Moreover, Generation Z is likely to provide data for personalized service – which is why subscription companies like Frank and Oak or Fab Fit Fun do so well. After this point of contact, they will likely head to your website to check out your products and services. Social media is easy to personalize, but what’s funny is that you are likely to forget to personalize the content on your website. As humans, we are very specific in our tastes and wants, so as marketers, we should be using segmentation and personalization to our benefit – it’s a win-win.
Personalization at every point in the funnel is like having someone lay down a yellow-brick road directly to the ideal product you’ve been looking for.
While content segmentation is nothing new, the one thing we all forget about is the different types of decision makers that will enter the sales funnel. Our websites likely do a wonderful job at leading those potential customers to the sales funnel via targeted marketing, but then once they reach the funnel, everything falls flat. So, why not continue the personalization throughout the entire sales process and funnel the different decision makers through different assets on your website?
“MagicBands by Disney add a touch of magic to your vacation by unlocking special surprises, personalized just for you, throughout the Resort.” – Disney
It’s not rocket science, but it will take some time to get all of your ducks in a row here. You’re going to need to cast a wide net, and probably spend a few more dollars in your advertising budget, but trust us when we say it will help you convert leads into sales.