Consumer and business buying habits have have changed, and so has your customers buyer journey. As marketing has evolved over the years, and the advent of the internet age has brought about huge change it has influenced and significantly transformed the sales and marketing process.
The buyer’s journey has shifted from a seller controlled experience where everything happened in the form of face-to-face communication, to a self-powered and self-guided tour by a buyer on the internet. Previously, the buyer’s journey was focused on the seller’s contact with a potential buyer but now it is more focused on the buyer finding what they need on their own.
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What is the buyer’s journey?
The buyer’s journey is the movement of a buyer from the initial stage of awareness through to consideration where they are eliminating competitors, to when they then decide to purchase an item. The critical thing about this journey is that communication needs to happen at each stage, and that it changes at each of the different steps of the buyer’s journey.
In the 90’s when people needed to buy something, they would physically go to the store and communicate with the seller in regard to what they were looking for. There would be an exchange between them as the seller gave information to the buyer about the product. The buyer’s journey involved unique experiences, unique decisions, and unique points of interest for each person.
This has however changed where buyers are treated as a whole and not as individuals. Now, buyers wander in the dark, searching, sorting and sifting for static data points from a sea of information. Sellers also overwhelmed buyers with generic content and glorified digital billboards. But what if you could bring back the previous era of human conversations and mix it up with the new era of digital marketing?
A New Approach
You need to take a hyper personalized approach that is more meaningful, engaging and fulfilling for both the buyer and you, the seller.
Marketing automation makes it possible to create content that is more personalized. It refers to a set of tools that can be used across the marketing funnel that seeks to offer real time responsive communication to potential buyers through technology. It enables you to leverage on features such as web visitor ID, dynamic list building, next generation emails, campaign tracking, dynamic landing pages, CRM integration, and lead scoring to engage a buyer as a unique individual. You get to do this through ongoing, two-way, hyper-personalized conversations.
Munro Agency makes use of marketing automation to enable personalized conversations based on the content that marketers create. The focus is on putting the right message in front of the right people at the right time in their buyers journey. Personalized content can double the conversion rates on your website. Email communication that is personalized has both a large increase in both open rates and click through rates. This results in increased conversion rates across the board.
Companies that adopt persona’s to categorize their leads and prospects will have significantly better results. The idea behind this is to widen the sales funnel from top to bottom across the whole funnel. This happens because marketing automation helps you drive leads to the top of the funnel when they become aware of your product or what you have to offer. Personalization and personalized content makes them move further down the funnel and helps you turn the leads into opportunities. Once you have the opportunities, you can use our tools to turn them into sales and conversions.
Personalized Content Best Practices
You can also improve your conversions by taking up new practices that provide you with better results. The first thing you need to do is to eliminate the following practices that could be the reason why your marketing efforts are not working:
- Static, one way websites
- Generic email blasts
- Treating all leads equally
- Having the same conversation with all leads
Instead, take up these best practices for higher conversions:
- Adaptive websites based on needs
- Hyper-personalized relevant emails
- Qualifying leads based on behaviour
- Custom nurturing based on funnel stage
How exactly does Marketing Automation Enable Hyper-personalization?
Marketing automation allows you to tailor the first 85% of the buyer’s journey with hyper-personalized conversations in real time. It helps buyers to get the answers to the specific questions that they are asking instead of having generic content that is broad and not specific. Marketing automation is also useful to a seller because it helps them qualify leads. This means that they get to identify which leads they should work with and where they should spend their resources. Through marketing automation, you can integrate modern digital marketing methods to the traditional marketing funnel.
When it comes to driving leads and lead generation, one of the tools you can use is next generation email campaigns. These are dynamic emails that adapt to make the content more personal to the receiver. Another tool you can use is AdWords integration where you can see the keywords that people are searching for to come to your website. You can create a way that your website adapts in real time to that information. Other marketing automation tools that you can use to drive leads include campaign tracking, dynamic landing forms and landing pages, visitor ID, and analytics or reporting.
Dynamic forms can change based on the information you already know about a lead, where they only include questions for information that you do not have. Dynamic emails also change depending on the information that you have of the recipient such as past experience and user behaviour on your website. Giving people information that they want at that moment leads to conversions more often than giving them generic information.
This is where you can collect every meaningful information about the lead on a single timeline and be used in a variety of ways to personalize your communication with them in an automated fashion. All your interaction and tracking can be wrapped up in a lead score, which is a numerical representation of how interested your lead is to your product or service and how much of a fit they are to your product or service. This eliminates leads who are interested but are not a fit because they are not likely to convert.
Another tool that can be used here is dynamic list building where you can create dynamic lists based on user behaviour. As new members meet the set criteria, they are automatically added to the list and other members break the criteria they get removed from the list. The third tool that is useful when it comes to nurturing is the use of persona’s where we can group people based on their behaviours and interests. This enables you to write content specifically targeted to a certain persona. Other tools that you can use at this stage include behavioural based lead tracking and dynamic behaviour based email drip campaigns.
This is where all the tools you have been using tie in to make a sale. Some of the marketing automation tools that you can use to close the deal include CRM/CRM integration, lead scoring, social integration, sales management/ notification, smart emails and trackable media, sales email automations for post-contact nurturing, end to end ROI, reporting and analytics, sales automation dashboards, and shopping cart integration or abandonment. Using these tools will produce more leads at the top of the funnel and the process repeats itself. Combining marketing automation and hyper-personalization therefore leads to a wider funnel
At Munro Agency, we offer a variety of marketing automation tools that help you produce personalized content that converts. We are a SharpSpring Platinum Agency dedicated to helping you bridge the gap between your sales and marketing efforts. Reach out to us today and request a free trial.