Personalized Marketing: Tips for Personalizing Your Buyer’s Journey

July 16, 2014 | Chow Eileen
Personalized Marketing: Tips for Personalizing Your Buyer’s Journey

Every marketer knows the value of delivering the right message to the right person at the right time. 

E-commerce giant Amazon pioneered the now ubiquitous "Customers Who Bought This Item Also Bought” feature to offer personalized recommendations, Intuit keeps their blog fresh with adaptable calls to action, and targeted email campaigns are a dime a dozen. Marketers are able to gather and analyze more data than ever at each stage of the buying cycle. In fact, marketers cited personalized marketing as their top priority in a recent survey by Adobe. 

However, with potential clients interacting with brands across a variety of channels, and hundreds of companies offering personalization tools, it can be hard to figure out how to make your data actionable. Let’s take a look at four different points in the buyer’s journey where you can apply your personalized marketing efforts to increase conversion rates and close deals. 

Personalizing the Website/App Experience

Just as search engines use demographics, past search behavior, and location to customize search results to help users find information faster, segmenting your audience and delivering a personalized website or application experience can have a huge impact on your conversions. For known visitors (i.e. “cookied” or logged in users), start with the data you have – whether it’s personal data collected at registration, purchase history, browser history or user indicated preferences – to personalize their experience. Pinterest rolled out customized homepages based on users’ interests. 

Another great way to keep your audience engaged is by triggering actions based on on-site behavior. For example, Brainshark uses a live chat feature to engage visitors on product pages, and promote eBook downloads on relevant blog posts. Check out this list of 15 web personalization software tools to learn more.

Personalizing the Brand Experience

When a prospect or customer leaves your website or app, that shouldn’t be the end of the conversation. Remarketing ads help thousands of businesses stay engaged with target audiences across the Web based on past interactions with their websites. Consider remarketing to your target audience through display ads on social media and other ad networks to re-engage, upsell, or cross-sell your audience. Now marketers also have the ability to nurture leads with display, serving up different ads in response to new activity and ongoing email campaigns. 

Personalizing Content 

Your content drives user engagement. Whether it’s content that lives on your website, is shared through social media, or sent in an email, the more targeted and relevant your message, the higher your conversion rates will be. There are many ways to start personalizing content, including by channel, persona, buyer journey, and device. You can even automate content personalization with dynamic web and email content based on your viewer’s profile. Brainshark’s video personalization feature allows any users to take an existing Brainshark video presentation, add or remove content, and then generate a tracked, custom link to the new video. 

Personalizing Sales Follow-up and Customer Interactions

Lastly, having a single view of the prospect or customer across channels is essential to providing a consistent, timely, and personalized brand experience. Without such a view, you run the risk of a jarring hand-off between sales and marketing, or marketing and customer support. The Brainshark Connector for Salesforce.com provides an integrated approach to sharing and tracking Brainshark video communications with customers, prospects and partners.

Video Marketing Essentials

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