By David Holland

January 12, 2017


Personalization Techniques that are Pushing Your Buyers Away

On a scale of 1 to an epic fail, how confident are you that your personalization techniques are done right? Are you satisfied with your conversion results? Do you think your marketing messages resonate to your audience the way they should be? Overall, how does personalization helps you improve your business?

If you are like most businesses, unsatisfied, worse, frustrated on what their RoI analytics show, it might not be all about the things you should do. Have you look into the techniques that you shouldn’t have executed? Personalization, for instance, is not a one-size-fits-all strategy to optimize your business.

Watch out, you might be doing personalization the wrong way:

  • It’s not all about the name. Just because you have their email addresses and names doesn’t mean you know your leads too well. Personalization goes deeper beyond simply knowing the name to whom you're sending those message to. Here are 5 things you can do to improve your messages:

  1. Ask the right questions.

  2. Set up behaviour-triggered campaigns.

  3. Build customer personas

  4. Go through your previous campaigns and analyze which techniques didn’t perform well

  5. Target customers through demographic segmentation; specifically, location and time.

    • Being too personal way too soon. Personalized messages in timely manner for effective lead nurturing. For example, you can notify your leads about the things they should expect to receive after signing up on your list instead of just sending newsletters or promotions right away.
    • Neglecting the buyer's journey. When you first met a new person, do you trust him right away? Of course, you don’t. That’s the same thing with brand. It takes time and the right approach to build trust with your potential customers. Nurture leads until you can bring them down to the buying process.
    • Ignoring demographic segmentation. Demographics are highly actionable for personalization. Demographic segmentation allows you to personalized campaigns based on gender, income, age and location.
    • Forgetting about customer intent. By analyzing customer behavior, you are able to figure out the intent behind the actions. For instance, if you have a lead magnet intended for vegan dieters, we can fairly theorize that the intent of your potential leads is to be healthier, probably slimmer too. From there, you can create personalized messages according to the profile and behavior of those leads.
    • Depending on marketing rules than customer insight. Yes, marketing rules are key players to effective campaigns but then again, the best results came from customer-focused insights. Analyzed previous campaigns and see which data you can use for your personalization techniques.
    • Forgetting micro-moments. Your personalization focus shouldn't only be on end results or buying behaviours. There may be important "small" moments along the buyer's journey that you have forgotten. Think about abandoned carts, unconfirmed purchases or forgotten coupon-- those can be profitable. Push personalization more on these stages as these are very crucial money-maker.
    • Relevancy is also a problem. Only 7% businesses say they personalized with relevancy. If relevancy is something you neglect on your campaigns, then there sure is a huge number of potential customers slipping through the cracks. People love messages that they can connect to. Always make relevancy a key ingredient to your personalization techniques.
    • Not using automation software. Technology is an important tool for successful personalization. Infusionsoft can carry a lead to different stages through personalized sequences that resonates to them according to their journey. With Infusionsoft, it is possible to personalized messages even to thousands of customers.

    Personalization is a leverage that marketers use to get a deeper connection with prospects and create messages that resonate more to audiences. Know this: overdoing personalization can sometimes mean evading their silent privacy. Consent, trust, and control are key factors.

    Lastly, keep in mind that although personalization using powerful technologies like Infusionsoft does help a lot, there are also times when engaging and conversing with your customers in real-time is necessary.

About the author

Nice bloke with practical ideas. Former Procter & Gamble, Kraft and IBM sales and marketing executive. Became a business owner 20 years ago. Started multiple businesses including EXELA which is the most successful Keap® & Infusionsoft™ reseller in the EMEA region.

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