4 Ways to Improve Lead Conversion by Using Personalization in Marketing

Consumers have come to expect a deeply personalized experience, with 72% saying they now only engage with marketing messages tailored to their unique interests and pain points.  In fact, companies with faster growth rates derive 40% more of their revenue from personalizationthan their slower-growing counterparts. McKinsey research also shows that personalized experiences drive up both customer loyalty and a company's gross sales.

Advanced technologies such as artificial intelligence and data analytics are at the forefront of this personalization wave, enabling organizations to deliver highly tailored CX that resonates with individual preferences and behaviors.

While your current personalization efforts may provide a good starting point, opting for an efficient solution will elevate your capabilities. With enhanced precision, you’ll gain deeper insights to engage your audience more effectively. In this insightful blog, we'll explore four highly effective strategies to help you achieve this goal and stay ahead of the competition.

Benefits of personalization in marketing

There are numerous advantages for both businesses and consumers when implementing personalized marketing strategies successfully. Some key benefits include:

• Drive revenue and loyalty: Personalization allows targeting the right message to the right person at the right time. This increases relevance and desirability, leading to higher conversion rates, larger basket sizes, and repeat purchases. Customers who feel understood are loyal customers.
• Optimize the customer experience: Gathering preference data and following up respectfully increases goodwill. Customers provide information to simplify their journey and get value in return. Those who protect data and honor these intuitive "contracts" build trust at scale.
• Unify cross-channel interactions: Synchronizing each touchpoint around individual profiles boosts continuity and impact. Messages should flow seamlessly regardless of where the customer is on their journey. Consistent personalization across emails, ads, sites, and stores strengthens brand unity.

4 proven personalized marketing strategies to drive real business results

According to Econsultancy and Adobe's 2023 research, 46% of respondents reported lacking access to the real-time data necessary to create personalized experiences.

To truly succeed, companies must place the customer at the heart of their marketing strategy. Personalization should go beyond a sales tactic and focus on delivering tailored experiences. Here are some proven strategies to drive remarkable results:

1. Maximize engagement with content aligned to customer visit patterns

Marketing personalized content effectively involves displaying dynamic, time-based content. This goes beyond just showing a sunset background at dusk. It's about making content more relevant and actionable. Focus on ensuring customers see tailored content based on events or offers.

For example, if a prospect visits your site near the end of a webinar, show a last-minute message with discounts to engage them. Personalizing the experience at every interaction, regardless of industry, creates a lasting impression and drives impactful results.

Explore how OpenAI tools allow organizations to automate content at scale and deliver hyper-relevant, personalized experiences.

2. Enhance lead generation with device-specific content strategies

Most companies already have a content management strategy for displaying content on various devices. For instance, platforms like Netflix might show shorter content on phones versus laptops, assuming viewers prefer quick episodes on mobile and longer movies on larger screens.

To generate high quality leads, companies can personalize customer interactions too. A practical approach is using callout text. For example, adding a click-to-call button on your mobile site can streamline the process, connecting potential customers to your sales team and boosting conversion rates.

Discover 8 cutting-edge personalization trends revolutionizing customer experiences in 2024.

3. Boost conversions with dynamic ads

Creating personalized ads is a key challenge for companies aiming to enhance their marketing efforts. With 70.19% of shopping carts abandoned due to factors like high extra costs or complex checkout processes, it’s crucial to address these issues to retain customers.

Personalizing ads based on customer interests can significantly boost conversion rates. By tracking user behavior and offering incentives on abandoned products, businesses can effectively remind and encourage customers to complete their purchases.

4. Increase customer loyalty with personalized marketing strategies

Converting occasional visitors into loyal customers often hinges on personalizing your marketing strategy based on customer visit frequency. Attract new visitors with a 50% discount on their first purchase, while engaging returning customers with dynamic ads reflecting their previous purchases. Employ customer behavior insights to deliver relevant content and use pop-up notifications for discounts and price updates to enhance engagement.

Incorporating video introductions and personalized CTAs can boost lead conversion rates. Conversion expert Michael Aagaard's research highlights a 304% increase in landing page conversions by placing the CTA button at the bottom, demonstrating the impact of aligning content with customer behavior for business growth.

How to personalize your marketing strategies with Salesforce

Automate your marketing with Salesforce to engage customers and deliver personalized experiences. The Mobile Studio makes it easy to send highly targeted messages based on customer preferences, driving deeper engagement and automating mobile marketing so you never miss an opportunity.

Figure 1. Create custom messages with Mobile Studio

Email Studio helps you automate campaigns by tailoring them to buyer personas, ensuring the right audience sees relevant, personalized content on any device with responsive designs.

Figure 2. Personalize emails with Email Studio

Using a smart tool like Salesforce Marketing Cloud can help companies save money while increasing collaboration between different departments. It can help companies manage content better with exclusive features like Email Studio and Mobile Studio to customize content as per the customer’s needs.

What’s next?

By leveraging personalized marketing, companies gain strategic insights into customer behaviors that translate directly to the bottom line. Analyzing interest patterns, past purchases, and online activity allows businesses to hyper-target promotions for each individual that drives higher conversion rates.

Whether you need to generate personalized web experiences, optimize digital ads or tailor post-purchase interactions, Altudo offers the right tools to power relevant 1:1 engagement at scale.

Altudo manages all the heavy lifting behind the scenes so you can focus on what really matters - building meaningful connections with customers. Reach out to us today for a marketing makeover that will build your brand into one with an unbreakable bond with customers, opening the floodgates for success.

FAQs

1. What is an example of personalization?

A: Amazon exemplifies the use of personalization in its services by customizing each user's homepage according to their shopping and browsing history. Similarly, Spotify offers personalized playlist and podcast suggestions based on users' past listening habits.

2. What is the personalization rule?

A: The personalization rule, often encapsulated in the phrase "WHO before WHAT," emphasizes the importance of understanding the target audience before crafting messages or experiences.

3. How do you personalize content marketing?

A: After conducting thorough research and gathering data about your audience, the next step is to develop a personalized content strategy. This involves mapping each persona's customer journey across various channels and identifying the types of content they engage with most at each stage.

4. What are the 4 Ds of personalization?

A: McKinsey’s 4 D's framework — Data, Decisioning, Design, and Distribution — offers a structured method for achieving personalization at scale. In this model, developing your personalization strategy fits perfectly within the "Decisioning" phase.

5. What are the types of personalization in marketing?

A: Personalized marketing includes push-based and pull-based strategies. Push-based personalization involves companies analyzing customer data to create and deliver tailored content. Pull-based personalization relies on customers actively seeking and engaging with content based on their own needs and preferences.