How to Increase Leads with Personalised Content

Posted  by Michael Wolf  on 28 August 2019

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People are most interested in reading content that is useful, engaging and relates directly to them. So how can your organisation use personalised content to help you grow your leads?

Personalised content increases conversion

When you create a message for a prospects to read, you need to ensure it resonates with them and engages them. It has to have meaning and this personalisation must continue throughout the marketing campaign. Here are obvious places where you can really grab attention through personalisation:

  • Personalised subject line: Attract your customers’ attention by personalising their emails with their name and a topic of interest. You can also use dynamic tags which provide a way for your organisation to more granularly personalise your emails by inserting information you already have about your prospect into your emails, for example – a particular product or service they might be interested in.
  • Personalised email content: Acknowledge your relationship with your prospect by greeting them by their first name and referencing any prior behaviour they may have made, for example, you could thank them for filling in a form on your website. Include a personalised, dynamic call-to-action based on where they are sitting in your sales funnel.
  • Personalised landing page: A personalised landing page supports the information in your email and if it include smart fields pre-loaded with your prospects information, you are now really closing the personalisation loop.
  • Personalised follow-up email: A personalised follow-up email is a critical part of lead nurturing, it thanks your prospect for converting and recommends personalised next actions based on where they are in your sales funnel. Once again, use a personalised call-to-action to actively persuade them to make the next step.

Personalised content facilitates lead nurturing

When you personalise your content to your prospects’ interests and behaviour, your marketing will resonate with them and make a far stronger connection. This will convert them into marketing qualified leads (MQLs) and sales qualified leads (SQLs) far more easily.

 One of the biggest advantages of lead nurturing is that it will help you build a solid relationship with your prospect and position your organisation as a thought leader in your sector. People are far more likely to engage with brands where they have a relationship and whom they trust. According to Hubspot, 66% of buyers indicate that “consistent and relevant communication” provided by companies is the key factor when choosing a solution provider.

Personalised content in warm calls helps you gauge interest

The more information you have on your prospective customer, the more you are able to personalise your sales calls. Instead of making a cold call, your sales team can now reach out with a warm call to properly connect with your lead. Personalisation will enable them to pitch the content of their call so it directly relates to where your lead is in the sales funnel and drive them further along.

Personalised content keeps your leads engaged

According to Alison Lewis, the CMO of Johnson & Johnson, “Getting the right message to the right person at the right time has never been easier, driven by digital and data”. Using your data, you can personalise your website using dynamic content so your prospective customers are engaged with new content relevant to their interests, whenever they visit. You can choose to segment by list or lifecycle stage, but either way you can ensure your personalised content will interest your customers, align with where they are in the sales cycle and help increase sales.

Lupo Digital is a sales and marketing growth team that specialises in digital sales, service and  inbound marketing, helping organisations with their client engagement and building strong ongoing relationships with their prospects and clients. 

For more information about how inbound marketing works for your organisation, download our executive guide to inbound marketing.

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Topics: Inbound Marketing, Digital Marketing Strategy, Lead Management, Content Marketing

Michael Wolf

Written by Michael Wolf

Founder of Lupo Digital, Michael is extremely passionate about digital and inbound marketing. Michael helps organisations drive rapid and sustainable customer and revenue growth.