06 May Why Personalization is the Key to Successful Lead Nurturing
Lead generation is an essential aspect of marketing that helps companies or businesses find potential customers. They analyze people’s demands through their buying behavior and demographical information to find a niche audience for their products or services.
However, lead generation alone can’t help companies grow or maximize their sales/profit because with it comes to lead nurturing. Lead nurturing emphasize building strong relationship with every customer to gain loyalty, commitment, and trust.
Nowadays, especially during the global pandemic, lead nurturing strategies can only be successful if they are personalized and send tailored messages to the intended customers. Note that about 71% of customers expect companies or brands to send out personalized interactions. And around 76% get frustrated when they don’t receive tailored messages.
In simpler terms, personalization is a key to successful lead nurturing, and if you wonder what all it brings for your company, read below.
What Are the Benefits of Personalizing Lead Nurturing Strategy?
Personalizing lead nurturing will always prove beneficial regardless of a company’s functioning, nature, employee number, and profit margins. In fact, if research is believed, companies that adopt personalization gain 40% more revenue than others who don’t use tailored engagement strategies.
Following are a few reasons that make personalization significant for both b2c and b2b lead nurturing strategies.
1. Increases engagement and conversions
If you send out relevant content to your leads, they are more likely to engage. Personalized emails, text messages, and direct mails help build an impersonal relationship with potential customers. Suppose you notice your leads browsing through a product via cookies or third-party data. In that case, you should send out special offers on that product or service to grab their attention.
2. Identifies interest and demand
When you engage with your customers through tailored content, you’re most likely to peek through their interests and demands. Talking about digital natives, when you notice your potential buyers browsing through a similar product or category again and again, from there, you can track their buying behavior. It will eventually help you understand, monitor, and analyze their demands.
3. Builds trust
A company or brand needs to have a loyal customer base, and personalizing lead nurturing helps with that. When you share relevant content with your leads, they’re more likely to show interest in your future communication.
Some Best Engagement Strategies and Personalized Tactics for Successful Lead Acquisition
Developing b2c and b2b lead nurturing strategies? Take a look at a few tactics more maximum success:
1. Use a different content form
Use different content pieces or forms to engage your nurturing prospects. You should use emails, social media posts, SEO blogs, or enhanced website experience as your lead may use these to get information related to your products or services. It will also help you broaden your outreach and better connect with your target audience.
2. Follow a multi-channel approach
Building business relationships is a tough job, which may require you to chase your leads by connecting with them through different platforms. Social media, digital platforms, direct mail, and personal meetings are some effective communication channels to communicate with your nurturing prospects.
Most companies use automated lead nurturing messages, but that won’t always convert the inbound leads into beneficial sales opportunities. You should invest in timely follow-ups for successful conversions and an increased engagement rate. Personalized follow-ups offer a chance to know the nurturing prospects better and understand their demands.
Lead nurturing personalization helps connect with the target audience better, but it also helps find quality leads. It offers the perfect way to expand a business, build deeper relationships and meet the expectations of both existing and future customers.
Need help with developing personalized lead nurturing strategies? Try the exclusively-designed ‘Clients for Life’ program by Linked Strategies. Our highly trained and experienced team helps b2b companies deliver a comprehensive customer experience through a personalized lead generation approach.