Personalization Pros & Cons
When it comes to personalization, you can expect to experience these advantages:
Personal details can still grab a prospect’s attention. It all starts with calling a person with their name. That is how you show that it is not a bot they are talking to, which increases your response rates.
Long-term relations. If your messages are well-personalized, you improve your client’s experience. You make them feel like you care (you just really need to care). People want to stick with companies who take their personality into account.
Customary personalization can inspire recognition. If you show people they are special – you become special for them. That’s a great strategy for you to stand out from the crowd.
However, there are some disadvantages:
It is an expensive pleasure. To make your communication personalized, you need to have your CRM streamlined, collect and analyze prospects’ data on an hourly basis, while having an extremely agile team who can implement changes as quick as possible.
People are not always honest with brands. There are no reasons for you not to trust your prospects, but they’re also are risks that you will personalize your communication according to false data. Obviously, that will bring you desired results, because people will blame you for poor personalization.
Your prospects know you are not sending messages manually. If you are a B2B marketer, like we are – you have to consider that your audience knows exactly how personalization work from the inside. They will definitely appreciate your personalization, but it will not amaze them at all.
How can you combine personalization and marketing automation?
We will use our LinkedIn Lead Generation Campaign as an example of a combination of these two processes.
At this stage, we need to determine the audience we should engage with during the campaign. For that, we use a boolean search, scrapers, different search filters, as well as software for creating a precise lookalike audience.
This stage can be automated, although it is curated thoroughly by our Account Managers.
As soon as we know which audience we are going to work with – it is time for
This process involves our copywriters, who are doing their best to make clients’ profile look all-star. Besides that, they need to add a personal touch to the profile. That is why this stage is fully personalized. We conduct several interviews with the client to figure out his professional and personal traits. Then we combine our psychological and copywriting skills to showcase these traits on clients’ profiles.
Creation of Messaging Scripts.
At this point, we use data that we collect during the research and create messaging script according to the buyer personas we receive.
This process is also personalized. In fact, it is meta-personalized. What does that mean? It means that we use personalization to create personalized messages for our client.
There are several aspects of how can you personalize your content:
Name of the person you are reaching out too;
Company and industry they work within;
The areas you can cover depending on the content they usually cover;
Adjusting the tone depending on the prospects’ level of the authority;
Referring to some pain points they have;
Scheduling the time of day when the message is sent.
Depending on the type of the company, this process can be both personalized or automated.
If our client is able to pick up leads right away – we can just empower his reach using simple marketing automation, as we have previously created the messaging script. However, if it is a high-end client and they do not have time to bother with their LinkedIn – we have a team of Account Managers who can conduct the communication manually.
We send weekly reports to our clients, outlining all the necessary information about leads so they can proceed with communication in the most efficient way.
We process this information automatically, defining main metrics. Then we adjust our campaigns according to the results we receive.
Basically, we have this process automated to make clients’ communication personalized.
To sum it up
We hope that you now understand that such different processes can be easily combined to deliver the best results possible.
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