But financial issues make it difficult to support in-house personalized marketing teams, particularly those acting via lead qualification. To elaborate, lead qualification denotes the process of discovering the value of pursuing specific leads. The quality of leads can be contingent on factors such as consumer profile, personal/ professional needs, and the likelihood of any purchase or service conversion.
Leads, Shortlists, and Gig
In qualifying leads and promoting a better customer experience, digital tools are a great asset. For instance, lead magnets such as survey forms can help. When customers download the lead magnet, the marketing team can use these details to assess customers’ interest.
Digital data or personalized calls could then help in shortlisting customers likely to come on board. Where digital data is concerned, customers keep perusing personalized content throughout the day through Twitter, WhatsApp, Facebook, and other social media. Purchases on Amazon and binge-watching on OTT platforms, YouTube, etc. are other favorites.
Surveys of all these details can provide mounds of personal information for customizing the marketing outreach to consumers. As per an Adobe survey, 67 percent of customers expect personalized content. Typically, it’s best to personalize the customer experience from the first interaction and, thereafter, throughout the relationship’s life cycle with the customer.
Specific techniques can help funnel leads across the sales pipeline. To begin with, once a prospective customer fills the survey/ sales form or requests a download, subsequent interactions, human or automated, should be direct, personalized, and in alignment with the value or service provided.
In today’s scenario, sales teams are expensive to maintain. Here’s where gig workers add value cost-effectively even while prioritizing how and when to follow up on qualitative leads. The gig or platform economy refers to professionals working on a contingency basis, be it freelance, consulting, or short-term projects.
The gig economy offers the flexibility of hiring top sales professionals for short periods without worrying about the additional costs required for full-time in-house teams. As trained professionals with ample experience, extensive onboarding time is not necessary for such persons, who usually hit the ground running in executing marketing assignments. With behavioral understanding and minimal training, gig workers can effectively perform personalized marketing for brands. A gig workforce can also work remotely to communicate with customers based on leads provided by the brands in bulk, thereby reducing costs on office space.
Gig marketing professionals are conversant with qualifying leads as per suitability and intent. The first depends on whether a company’s product or service helps the consumer save time or resources or helps in delivering a better customer experience. The intent can be deciphered by how actively the prospective customer has been pursuing the proffered solution. Or whether they have identified a specific problem and are seeking a relevant solution.
Personal and Contextual Communiqués
Hereafter, personalized communiqués to customers will consider their preferences, such as favorite channels and past purchase history, among others. What’s also important is creating the right context around products or solutions since customers are keen on knowing how these could benefit them.
Contextualizing can be done by connecting customers’ conversations across all channels such as chats, email, and social media. When the context and the product’s value proposition are juxtaposed with the customer’s preferences, the marketing outreach will promote better consumer conversion and satisfaction.
There are multiple benefits of personalized marketing both for businesses and consumers. While it enhances the customer experience, it increases brand loyalty, thereby ensuring greater revenues for companies. Besides, in the era of content overload, customers are instantly attracted when they see their own names on any communiqué as the content directly addresses them. As a result, 80% of people state they will be more predisposed to do business with companies offering personalized experiences.
Broadly, customers often feel harassed by random sales calls. However, customers do engage with tele-callers when approached in reference to something they were looking for. A person who has been spending hours looking for the right health insurance plan would be glad to receive a call from a tele-caller who could walk them through different offerings. Proactive personalized marketing based on concrete customer-need analysis is well received and appreciated by customers.
Product recommendations are another popular tactic for personalized messaging. Recommendations are based on data history that indicates the consumer choice in products or services. Since it helps determine customers’ likes and dislikes, marketers can offer them specific products, saving their time in hunting through entire catalogs of varied items. It is great for ensuring repeat customers.
In the case of social media, with more than 3.5 billion users globally, it is an immense medium for collecting customer data. Later, personalized messages can help in greater customer conversions. The gig marketing team would use personalized emails, customized video messages, product recommendations, social media marketing, and FOMO, to name a few, in personalizing the marketing strategy. For example, emails with select offers can be sent on the customer’s birthday or wedding anniversary, giving special discounts on this day. Coming to videos, these can contain fun, personalized content with birthday, anniversary, or festive greetings, as per the occasion.
A survey notes marketers using videos can increase revenues 49 percent faster than the non-video using ones. Such memorable videos can leave a lasting impact, boosting brand loyalty.
Finally, FOMO (fear of missing out) is another splendid tool in converting customers. Marketers simply need to highlight the number of people presently using a particular product or those having purchased it recently. Such messages can then highlight how, given the strong demand, “only two pieces are now left in stock”. Chances are, more than a dozen customers may rush to buy the product!
But do remember, personalized marketing doesn’t end with customer acquisition after the right lead qualification pays off. Rather, it needs to continue well beyond that to build long-term brand loyalty.