This is a continuation of this post.
Hyper-personalization is an effective strategy for more targeted lead nurturing and accelerated sales. With the relevant data, proper systems, and right technology, you can start rolling out a solid hyper-personalized strategy.
The thing to remember about hyper-personalization is to keep it relevant, precise, and in real time.
Here are some best practices to help you get started.
7 Hyper-Personalization Best Practices
1. Collect all relevant data
Data is critical in hyper-personalization. The more high-quality and relevant, the better. You have to make sure to collect the correct data.
How and where can you collect data to gain actionable insights on hyper-personalization? Demographics and psychographics data from surveys, opt-in forms; customer service records; tracking consumer behavior online (with cookies); real-time website activity; and social media engagement are just some sources.
But when collecting data, be ethical. Always ask for permission. Have clear terms and privacy policies. And try to limit the amount of mandatory information that you ask for.2. Personalize all content
This goes beyond adding a customer’s first name in the email—it’s good but it’s not enough. Hyper-personalize content using the data mentioned above. So for example: using algorithms, you can customize emails with products or services that prospect has been browsing on your website. Or send content about a prospect’s pain point (e.g. he’s looking to cut overhead costs) or a personalized offer that meets an objective of his (e.g. wants to generate 30% increase in revenue by increasing productivity).
Send content based on a potential customer’s behavioral triggers: when he clicks on links you sent in an email; visits your site and then downloads a lead magnet; engages in a post on social media; and so on.
You can also send content that’s relevant to where the prospect is in the buyer’s journey or sales funnel. For example:
- Awareness Stage: send your company profile, links to relevant blog posts and website pages
- Interest Stage: schedule a demo or presentation
- Consideration or Evaluation Stage: share social proof (testimonials, product reviews, case studies)
The idea is to send content that triggers a reaction or emotion.
But take note: it’s easy to go overboard when you have a lot of data to use for these hyper-personalized emails. Don’t. Keep it focused. And keep your content smart and sharp. (Here’s how.)3. Nail the timing
When you’re planning your email strategy, consider the timing of execution. Timing is a trial-and-error process in sales and marketing. Try different times and days and see which ones generate more response.
Incorporate your email strategy into a thoughtful sales cadence. There is no one-size-fits-all solution in a sales cadence, or a template. Some studies have shown that there is a foundational structure for a cadence and that’s: placing 3 phone calls, leaving 3 voicemails, sending 3 emails, and performing 3 social interactions. You can start out with that.4. Use multiple channels and touch points
Your customers are everywhere, so try to use multiple channels and touch points to reach them. Communicate with them via their email and social media, the websites they visit, even the apps on their smartphones. Be as dynamic as your audience.5. Retarget and remarket
Another kind, list-based retargeting, is more focused but less common. The ads are sent to a list of email addresses (that you provide) through a platform, usually a social media one like Facebook.
Both practices (pixel and list-based) help convert site visitors by displaying the right ads to the right people at the right platforms.
As Neil Patel puts it, retargeting is a bit like stalking—but a good kind.
6. Measure everything
Through analytics, metrics, and tracking, capture and analyze data to measure the effectiveness of your campaigns and strategies. Check the open or click rate of your email and ad campaigns. From your segmented lists, check which markets are engaging and taking advantage of your personalized offers. Monitor which messages are resonating the most and see how you can leverage on these in future endeavors.7. Automate some of the processes
Hyper-personalization can be extremely rewarding for your business, but it is not a walk in the park. Imagine having to go through the huge amounts of data, analyzing them, strategizing, and implementing the strategies. Automating some of the processes, like sending out the targeted emails or doing A/B testing on some campaign designs, can be automated.
This allows you to focus your energy and resources on the most important processes.
Photos from Unsplash