As a digital B2B marketer, its exciting how similar technology and ideas can be used to create hyper-personalized marketing communications using a combination of internet and mobile technologies. The buzzword for 2020 is ‘hyper-personalization’ – it harnesses all modes of data being used harmoniously across all channels of marketing and the stages of a customer journey. This approach is going to lead customers from top of funnel awareness to post-purchase joy through more active engagement at every single step.
Hyper-focused content is more B2B prospect and customer-centric!
According to the Content Marketing Institute, 70% of your customers would want to know about your business through a published article as opposed to an advert. They would want to see that you’ve gone the extra mile to put out the content in a way that is useful and meaningful- because creating hyper-personalized content, helps cultivate a long-lasting and trustworthy relationship between you and your customers. But what exactly goes into creating a hyper-personalized content, and what’s the recipe that B2B digital marketers need to adhere to enable hyper-personalization?
There are three main ingredients to consider:
1) How well you engage– make you engage your customers with hyper-personalized campaigns that individually resonate with them and use it as an opportunity to customize their experiences with your brand or organization. According to a recent finding by the Epsilon Group, 80% of customers are more likely to make a purchase when the brand makes that effort and offers a personalized service or experience for them. In this qualitative study, one of the survey respondents reported that hyper-personalized campaigns have the ability to drive 3-4x more engagement with the brand. A B2B respondent said that full-funnel personalization had almost doubled the registrations for webinars and events. The most crucial factor here is to collect and analyze the consumer data at every turn and investing your time and effort in understanding the leading trends.
2) How relevant is your content– Losing customers is the last thing that you want to do- and if your content is inconsistent or lacks uniformity, your efforts may go south. If your content is not cohesive, it is easy to get lost into the ocean of competitors. You want to devise a defined look, one that is pertinent, relatable and gives customers the right impression. Always remember- getting the right message to the right person at the right time is what will win you those leads. Many marketrs have mentioned about this in the past. Finally, now we have the tools and requisite knowledge available to do it accurately- that is, by making use of the rich behavioral and intent data to create messaging that hits your customer’s personal needs and their pain-points.
3) How well you build the trust– If the first two ingredients are attended to correctly, the third is bound to follow naturally- faith. With the kind of competition in the online world, customers will eventually choose the one whom they can trust the most – and which is why reviews are given so much importance- it’s an essential aspect of the buying process. Apart from the customer reviews, good and useful content is a significant prerequisite – companies need to invest in teams that are able to put out the “how to,” instructional videos, and thought-leadership content out there. This type of content needs to be created and delivered to the customers based on their specific needs, pain-points, intent, and at stage of the funnel.
Taking a data-driven approach that’s carefully curated and personalized for each account and each person at every touch-point along the buyer’s journey is what makes this recipe stand out and deliver almost always.
If appropriately implemented, it results in higher engagement, scoring more customers, a more extensive pipeline, and subsequently, more massive account wins.
• Re-evaluate your content– Re-evaluate all of your target customers and their needs at every stage of the purchase funnel. Assess all your current content and tag it by the customer persona and for every stage of the funnel. Make sure to revise your content that is more likely to suit each persona’s needs at every stage of the funnel. Fill any gaps in the content, improvise it, or create a new one. You may also identify influencers that you can partner with to develop new and insightful content for each persona, which will engage your customers at the stage of the buying funnel where they are and steer them along to the next stage of their buying journey.
• Collecting Intent Data– This type of data can be obtained in different ways: First-party intent data refers to how accounts interact with you on your properties. In contrast, the third-party intent data makes use of the content people are reading on the third-party sites to identify which accounts might be actively researching for a specific solution or a service.
• Monitoring and Utilizing Behavioral Insights– Intelligence obtained, such as sales profiles that are rich in data on target prospective customers and accounts, primarily using manual methods of research.
Your customers are looking for a solution to their problems and someone who can deliver it for them. The way you communicate with them makes a real impact on their decisions as well. The key is to provide a personalized experience based on their specific needs and how certain service methodologies can help them. It about time, companies go beyond the traditional sales channels to personalize and orchestrate new digital touch-points that comprise today’s B2B customer journey.