Zero In On Customers With A Personalized Marketing Company

With the help of a personalized marketing company, your company can provide relevant, highly targeted content based on a variety of criteria, including a person’s location, the device a person is using, and whether a person is an anonymous visitor, a lead who is already in your contacts database, or an existing customer.

Attracting Anonymous Visitors

Here’s a personalized marketing company secret: When you’re armed with the right technology, you can glean insights from visitors before they ever give you an email address (or other information) via a subscription or lead generation form. Specifically, you can personalize what these anonymous visitors see on your website based on location, device or referral source.

Converting Visitors Into Leads

Once you start delivering amazing, personalized experiences to your website’s anonymous visitors, you’ll want to learn more about those visitors so you can start getting more personalized and more precise with your messaging and content.

In order to do that, you’ll need two key ingredients: calls-to-action (CTAs) and landing pages (both of which you can personalize).

CTAs should entice your visitors to learn more about a particular topic, and lead those visitors to landing pages where they can download content. In exchange for that content, visitors fill out a form with their name, email address, and other information.

Personalizing CTAs

According to one study by Hubspot, they’re as much as 42% more effective than standard, static CTAs in terms of view-to-submission rate. Here are a few ways a personalized marketing company can work to get this done:

Promote Different Content Offers To Different Personas - Your personalized marketing company can help you to bucket your target audience into said personas and cater to their specific interests and needs with each piece of content.

Promote Different Content To Different Lifecycle Stages – You can show a different CTA to appeal to people who are first-time visitors, or repeat visitors and/or customers. You can even cater the CTAs to build on past actions.

Promote Content Offers Based On Pages Visitors Have Seen - Visits to certain pages on your website can tell you a lot about individual contacts. Someone that’s visited your pricing page is probably more engaged than someone who’s merely visited your blog, for example, and might be more responsive to a product demo or trial. This kind of page-based segmentation can also be great for retargeting. Say a visitor landed on the registration page for your upcoming live event, but didn’t sign up. Maybe you could show them a CTA that offers a discount code for that event to entice them to register.

Promote Different Content Offers To People Who Have Already Downloaded/Signed Up For An Offer - Ideally, you’d offer something that helps to propel them further down the marketing funnel, from one lifecycle stage to the next.

Promote Content Offers Based on What People Have Already Shown Interest In - Depending on what types of content people have viewed or downloaded from you in the past, you can get a sense of what those visitors are interested in. Use that information to show them CTAs for offers that appeal to those same interests.

Customize the Messaging of the Same Content Offer to Appeal to Different Audiences - Sometimes you truly do want everyone to see a CTA for the same content offer. Maybe it’s for your brand new, yearly research report that appeals to a wide variety of audiences, and you’re trying to get it seen by as many people as possible.

Nurturing Leads Into Customers

Once you’ve provided enough personalized experienced for anonymous visitors and created the personalized conversion and re-conversion opportunities to qualify those visitors as leads, it’s time to get nurturing. Read the first in our next installment of personalized marketing company blog posts for more on that, as well as how to turn converted customers into promoters of your brand!