So, you’ve gotten their attention. How do you keep it?
It is important to focus on customer engagement to move the needle on growth. Personalization is a great way to achieve this goal. There are many different strategies that you can use to personalize the customer experience, and in this blog post, we will discuss some of the most effective ones. Utilizing marketing software can be a great way to automate the digital experience and make it more personalized for your customers. This personalization will help you save money while building a foundation for long-term customer relationships.
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Customer engagement transforms buyer enablement immensely. It’s no longer enough to measure the number of clicks, views, or dwell time. Engagement is the holy grail in marketing, and buyers now demand self-service engagements (only 21% engage with sales reps during early buying stages).
The NEW Buyer Enablement
Buying is first and foremost about willingness to change and moving to action. Without both, there is no sale. Buyer enablement might be better off labeled change enablement. It’s said that the first store or vendor to offer value is the one most likely to win. This point means helping people on their way to becoming buyers, not just once they’ve decided to buy. At this point, you’re playing catch-up.
The customer continuum, as I call it. Most buyers don’t engage with sales early in the process because there are so many facets of change to address before becoming buyers. And they need to be enabled at each step of their pre-buying, buying process, and customer lifecycle. The biggest change with buyer-driven experiences is the need for a compelling and consistent narrative that covers the entire lifecycle that’s all about them. And — given buyers’ preference for self-reliance — marketers have a big opportunity to step up to help orchestrate it.
Consider: Is it easy for buyers to revisit previous steps? 95% of buyers report revisiting decisions as new information emerges. Do you provide content that helps individuals on the buying committee find common ground? Each of them has a perspective. Find the commonalities they can rally around to build consensus. Do they even know if they have all the people necessary included?
Are you helping buyers identify and overcome obstacles on their way to buying?
These may include Identifying all stakeholders involved, which workarounds to try first, the level of risk, how to mitigate it, and more.
What should buyers do next to keep moving forward?
We need to personalize the customer experience, and we are going to utilize marketing software to engage customers throughout their buying process by providing content about obstacles they may encounter. Act accordingly. You are the mentor and guide on this journey.
The way you communicate with your audience can make or break the success of any marketing campaign. But what happens when people engage in multiple channels at once? The answer may be more than one message! That is what personalization is.
Engagement rates and scores on different channels such as social media websites and offline sources match up to see which ones work best for reaching targeted buyers using content like yours.
These scores and journeys are stored in the customer data platform (CDP); businesses can create a more personalized customer experience, increasing customer engagement, and conversions with the CDP’s activation features. Marketing software can automate many tasks involved in creating a personalized digital experience, including segmentation, content creation, and targeted messaging.
Customer segments and insights determine the personalization you need
It’s easy to personalize the shopping experience with all of our technology. You can find out where your customer is located or which demographics they fall into so that you’re not just suggesting products for them but rather targeting an audience who will be interested in what it is that YOU have available!
Most people don’t think about it, but when you’re trying to sell something to someone else, their emotions come into play too. If they aren’t engaged emotionally, then logic will take over, and the sale may never happen- even if there’s nothing wrong with what we have! An emotional connection is essential for building self-confidence, which leads directly back into being able to make decisions that favor YOU as well.”
There are segments based on taste, style values, politics, etc., so find out where YOUR audience falls within these days. We have to work with new parameters that can operate in real-time and omnichannel.
What other ways have you used personalization to drive growth? These are just a few examples of how you can use personalization to move the needle on growth. Implementing these strategies will help you save money and build long-term customer relationships.
It’s now more important than ever before to know who your target audience is and what makes them tick. Tailoring your marketing efforts to specific segments will help you save money while increasing growth. Have you tried personalizing your campaigns? If not, there’s no time like the present to get started. Our team would be happy to help you get started – just sign up for a free consultation today.