If you’re a marketer – whether you market directly to individual consumers, or to businesses made up of individuals – you probably think a lot about why people buy. A need arises, and the potential customer decides that your product or service addresses that need. But how does he or she come to that decision? How do you convince potential buyers that your offering alone solves their unique problem?
When you consider the incredible volume of marketing messages we see/hear/send to the “spam” folder each day, only messages that can speak directly and specifically to individual consumers, in a way that appeals to their individual characteristics and behaviors, have any chance of being heard. That’s why today, appealing to buyers is largely about personalized, customized, responsive marketing.
The more that you can tailor your messaging to match the specific needs and preferences of your buyers, the more confidence those buyers will have in your brand. That’s why, when it comes to email, we recommend that you segment and target your email lists, and that you use technology like our Customer Engagement engine to ensure you’re sending prospects the right content at the right time.
But What About Anonymous Prospects?
The problem with limiting your personalized approach to email is that 98% of visitors to your website, on average, are anonymous – you don’t have their contact information, or really any information at all. How can you reach that huge A Complete List of Unit Phone Numbers chunk of potential buyers in a personalized, customized way when you don’t even know their names
Put Personalization Software in Place
In our new ebook, Unmask Inbound Visitors. Using Real-Time Personalization to Increase Web Conversion. We explain how personalization software makes it possible to “unmask” those anonymous leads, identifying their intent, potential to purchase. Profile, and/or firmographics. Personalization tools also can automatically serve up the most relevant website. Content to those potential buyers, meaning that for marketers. The process is surprisingly hands-free.
Here’s how it works:
The 4 Steps to “Unmasking” Anonymous LeadsIf you’re interesting in building relationships with that 98% of your website traffic, here’s how you can use personalization tools to make that happen.
Installing real-time personalization software is typically easy. As long as you choose one. That works with any content management system (CMS) — or at least the CMS you use. In fact. You probably won’t even have to involve the. IT department; simply copy and paste a tag into your website’s source code. (Note: Some personalization tools also integrate with marketing automation platforms. In fact, Marketo’s Real-Time Personalization works with any marketing automation software, not just our own.)