September 23, 2019 in Tips by

 

Marketers are always looking for ways to improve the quality of their leads. One quality lead that results in conversion is far better than ten random ones that don’t. It’s the whole “a bird in the hand is worth two in the bush” thing. Marketers don’t want to waste precious time trying to nurture leads that just aren’t going to go anywhere, so they are consistently looking for new and better strategies that will provide them with higher quality leads.

How are they doing that? In a new report by Ascend2, 60 percent of marketing influencers who were asked said that using personalization in their marketing efforts is their primary strategy for improving lead generation quality. Improving content was a very close second, with 57 percent of respondents naming that as the way to improve lead quality.

I see the two strategies – increased personalization and improved content – as going hand-in-hand. Content that is personalized speaks to your customer, or to a specific group of customers. When customers feel valued as a result of personalization, they are more likely to engage with your content, the place where you highlight your products, services, and expertise. And when they engage with your content, there’s a higher chance that they will convert.

How Does Personalization Improve Lead Generation?

It’s challenging being a B2B marketer. You have to deal with competition, time, budget, and resources while working to grow clients’ businesses. Personalization takes time and money, so it often gets overlooked. However, optimizing personalization in marketing content is crucial for the continued growth of any business. Customers expect their experiences to be unique, tailored to their business, and personalized. In fact, nearly three-quarters of consumers say they only engage with personalized messaging. That means that the majority of your generic messaging isn’t even read by your target audience.

Here are some of the ways that personalization can improve your lead generation strategy:

Strategies for Using Personalization in Marketing Content

Customer journeys are not all created equal. They are unique to the customer. That means that your marketing efforts should be too. That’s why personalization is essential to attract the type of customers you want and encourage them to convert.

Whether you are doing an email campaign, writing a landing page, or publishing a blog post, your content should address the needs of your individual prospects. This may sound like an impossible task, but there are some things you can do to make sure that those prospects hear the right message at the right time. Consider the following:

Final Thoughts

Generating high-quality B2B leads doesn’t have to be hard, but it takes some time and effort to provide potential customers with the personalized experience they want when they’re buying a product or service. Improved, personalized content allows you to do that. When you combine personalization and content marketing, you’ll see how it improves the quality of leads generated and helps you close more deals.

WordCamp Philadelphia 2019

You might have heard David speak at WordCamp Philadelphia in 2019.

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