Inbound marketing supports the idea of personalized marketing. The content and service you deliver to your customers should be personalized based on different customer needs. You should personalize your approach to interacting with customers to increase customer satisfaction and boost your company’s success.
Customers are the axle on which the wheel of inbound marketing turns. Without customers, your company wouldn’t exist. In 2018, customers have more control over your company’s success than ever. It is essential that you develop a marketing plan that revolves around your customers and how you can continually make them happy.
Inbound marketing is all about creating personalized marketing materials that can promote your company's product or service in a less invasive way than the outbound marketing efforts of the past. Personalization is a big part in attracting prospects and satisfying your customers.
Prospects and customers don’t want to communicate with a robot. They want to make a real human connection. Inbound marketing focuses on designing content specifically around the needs of your customers. Of course, every customer is a little different. Therefore, every customer is going to need unique content and interactions..
Personalizing your inbound marketing will not only benefit your customers, but your overall company’s success. Creating the feeling of an individualized experience for each customer could increase your customer loyalty and satisfaction. With more loyal customers comes a greater opportunity for word of mouth marketing.
Why Are Personalized Marketing Materials Important?
HubSpot says, “Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage of your customer’s buyer journey.” The content your company produces should be relevant to each individual customer, and every customer will need different personalized marketing materials that are based on their needs.
Personalizing your inbound marketing strategy will help your company ensure that you’re delivering the most “relevant and helpful content” to your customers. It’s also essential that you personalize your communication with customers based on their stage of the buyer’s journey. You want to make sure your information is relevant to their relationship with your company.
By personalizing the way you interact with each customer, you'll be able to nurture them through every stage of the buyer’s journey. And when you nurture your customers with personalized marketing materials, you'll be creating meaningful and lasting relationships with them and increase the chances that they'll praise and promote your brand to their peers.
5 Ways to Include Personalized Marketing Materials in Your Inbound Strategy
1. Respond to your social media messages and comments.
Social media is extremely important for promoting your content, but it also gives you a chance to interact with prospects and customers in a unique way. By providing a personalized response to messages or comments on social media, you will strengthen your relationship with each customer and show your followers that you care about their opinions and needs. As a result, this will boost your overall reputation with your customer base.
Personalized marketing materials and responses are also great tools for discovering issues and solving problems. If your audience sees that you are actively trying to solve problems, they’ll be more inclined to speak positively about your brand.
2. Send emails with a personalized sender and recipient name.
Many companies automate generic emails to be set from their company name. The sender of your emails should be one of your company’s team members. Customers will be more likely to open emails with a personalized sender because they won’t feel like it’s just another generic company email. Segmenting your email database will create a more personalized experience for each customer and will help nurture them into leads.
3. Target content to meet the individual needs of your buyer personas.
Not all customers are created alike. That’s why you create different buyer personas to gauge what the individual needs would be for each potential customer. Creating content that isn’t personalized is like grouping every customer under the same buyer persona. Targeting your content specifically to certain buyer personas will ensure that you’ll have helpful information for each individual customer.
HubSpot offers a system that will help you deliver ‘smart content’ to your prospective customers. Smart Content helps you deliver content to prospects in different buyer personas. It will help you target your content by using Smart Lists and Lifecycle Stages. When you create Smart Lists to recognize different lifecycle stages, you’ll be able to customize the content that different people see based on their own lifecycle stage.
4. Create landing pages that are targeted to different buyer personas.
When you use personalized marketing materials, the way you promote those materials should also be personalized. You should communicate the different offers on your landing pages with custom messaging and language based on your different buyer personas. Different customers will respond to your offers because of different reasons. You want your landing pages to gear towards each of your buyer personas to ensure that you’re reaching every interest of your target audience.
5. Use smart call-to-actions to personalize each of your website visitors' experience.
Smart CTAs will ensure that you’re delivering the right message for each individual visitor. Smart CTAs change depending on who is viewing them. A new visitor to your website might see a generic CTA, but if you have data on the next visitor, they’ll see a CTA that’s more in-line with their interests.
This will personalize every visitor experience instead of showing the same CTA for everyone. You decide on what kind of criteria you want to target by using either a Lifecycle stage CTA or a List-Based CTA.
3 Benefits of Personalizing Your Inbound Marketing
1. It will improve your lead nurturing.
Personalizing your inbound marketing will create stronger relationships between your company and your customers. Ensuring that each customer has an individualized experience with your company will make them feel more important and in control.
Every customer is created differently and the way that you nurture each customer along their buyer’s journey should be personalized. Your lead nurturing will improve because your content, messaging, and interactions will always be relevant to the customer at hand..
2. It will increase your conversions.
When you deliver personalized marketing materials to your website visitors they are more likely to convert into leads. Creating content and information based on different needs will make visitors feel more comfortable in taking the next step in becoming a lead.
The content you create for your customers should not only be helpful but also relevant to their stage of the buyer’s journey. For example, a first-time visitor to your website might not be ready for pricing information, but they might benefit from a helpful blog post. If you provide relevant information to your customers then you’ll be more likely to help convert them into leads.
3. It will increase customer satisfaction.
Adding personalized marketing materials into your customer experience will make your customers feel happier and more important. Happy customers are the key to your company’s success. If your customers are satisfied, then they are more likely to promote your brand to their friends or on social media.
Personalizing your inbound marketing will create a happy customer base and benefit your company as a whole. By personalizing your content, customer interactions, landing pages, and CTAs you’ll be able increase the success of your company. Customers’ opinions affect the success of your company because they have influence over other prospective customers.
Create a personalized marketing experience that's geared towards satisfying the needs of every prospect and customer, and you'll build an inbound strategy that is consistent throughout every stage of their buyer’s journey.