What’s the best sales experience you’ve ever had?
We bet it was a time where you felt an immediate connection with someone on the sales floor, whether buying a pair of trainers or a new car.
We had a pretty good experience on the phone the other day with somebody wishing to be our energy provider. We’d actually dealt with the guy on the other end before (Kevin) and he was chirpy, remembered our last conversation and took time to listen to us about how things were going.
Kevin felt genuine to us, even though he was working for a much smaller energy provider that isn’t on too many people’s radar. So genuine in fact we’ve scheduled another chat later next month. If we go for the deal then it’s because we’ve bought as much into Kevin’s attitude and approach as much as the offer that’s on the table.
How do you deliver that approach online?
The final word on Kevin; we liked him because his approach to sales – especially telesales – was very modern. There was no hard sell or strong pitch. He listened to our problems, identified solutions to them, was patient and, overall, very friendly.
How can that service possibly translate online through a screen? Quite easily if you adopt the right strategy; the closest you can get to that level of service in an online capacity is through inbound marketing, naturally attracting targeted traffic and striking up a conversation with them through various channels to nurture the lead and convert it.
The more personal you are with the lead, though, and the more valued you make them feel, the more likely they are to stick with your business long-term and make a purchase.
Sounds obvious, right? Of course it does, that’s the key to good sales performance. A lot of people find it harder to do when trying to convert online traffic to sales though. With the amount of visits a site potentially gets, how can you possibly add a personal service to each and every potential lead?
The 4 most important parts of personalisation
Putting a personalisation strategy in place alongside a creative, bespoke inbound marketing campaign can help you to give greater personal service to individuals, ethically and transparently collect data, nurture leads and improve conversions.
Personalisation can be a tricky thing to pull off though. The clue is in the name; you can’t really be personal with people and deliver an interactive service to them if you don’t know anything about them.
With personalised emails delivering six times higher transaction rates but 70% of brands failing to use them, there is room to steal a march on the competition with a personalised approach.
The top three challenges in achieving personalisation though are an inability to link different technologies (40%), poor data quality (34%), and lack of relevant technology (32%). Which is why:
1: Marketing automation is essential for personalisation
For truly effective personalisation, lead nurturing through content, outreach through social media and more for a large audience, being able to perform it through an all-in-one hub with a marketing automation platform is simply the best way to create, manage and action a personalisation campaign.
It will help you collect the right data sets and draw in the most valuable leads you wish to target. Once you have that information, you can create automated campaigns that reach out to and nurture the people you want to be with you as you grow your business, and does so in a highly personalised way that captures their attention.
2: You need to collect the right data
Personalisation simply can’t be done unless you know who you’re reaching out to, what they want and why. Anything else would just be considered spam marketing, so how can you put names to the traffic that’s visiting your website? What’s the best way to separate visitors from serious buyers, learn more about them and send them personalised marketing messages?
Again, marketing automation can speed up and perfect the process, directing visitors to certain pages on a website with a highly targeted message specifically designed to encourage them to pass on their contact details to you. Collecting email address is only part of personalisation though; collecting info about them such as age, location, likes, dislikes and more is essential to the practice.
3: Deliver content that encourages interaction
People won’t be as willing to leave that data behind though unless there’s a creative payoff that outlines the benefits they’ll receive when they leave their information with you. Building a strong content strategy is key to personalisation and gathering that data, such as guides and brochures that they can download if they enter the information most helpful to you.
Creative content is crucial to nurturing those leads too. That goes for creative emails that are designed and targeted to individuals and social responses that are personal to the people getting in touch. Automation can also help here, creating personalised automated messages toward people who get in touch with certain requests, and also helps to automate creative content strategies.
4: Take it easy
Let’s come back to Kevin. We liked his approach because it was natural. He remembered a previous conversation but it didn’t come across as part of a creepy sales tactic. That’s where a lot of personalisation campaigns can fall down, some often see the quality of their data improve and believe that information gives them licence to reach out to people on a daily basis.
Personalisation is part of a wider strategy. Though personalisation is hugely effective at nurturing leads and improving sales, it doesn’t give you licence to spam people. That’s the quickest way to turn them off.
Consider that 42% of customers would happily provide data to customers if they got some benefit according to Ofcom. Researching your audience, offering something unique that encourages them to leave that data behind and automating that personalised process into a creative inbound marketing campaign can not only provide a huge sales boost, but is also the next level of customer service.
Find out more about personalisation and how you can interact better with your customers by investing in inbound marketing by speaking to the Webpresence team today.