The Power of Personalization: How Sales Funnels Can Boost Customer Engagement
Boosting Customer Engagement
Personalization is a marketing strategy that creates experiences that make consumers feel like their interests are taken into account. It also helps brands build relationships with their customers and increase customer retention.
But personalization isn’t a one-size-fits-all solution for every brand or business. The way to use personalization effectively is by developing a full-funnel marketing strategy that targets all stages of the customer journey and connects with your audience in the right ways at the right time.
A sales funnel is a strategic marketing framework that describes a customer’s journey from awareness to purchase. It can be used to measure and optimize the effectiveness of marketing strategies at each stage of the customer journey, allowing you to identify weak spots and improve your company’s overall performance.
The Power of Personalization: How Sales Funnels Can Boost Customer Engagement
Consumers are becoming increasingly accustomed to personalized interactions-- from online and in-person shopping to in-store transactions and e-mails from brands. That surge in expectations has escalated the pressure on companies that don’t deliver on personalization.
That means more companies are focusing on the ability to deliver personalized experiences at scale, resulting in double-digit revenue growth, higher retention and deeper, more nurturing long-term relationships with their customers. But achieving that capability is still a struggle.
Until recently, most companies have relied on limited software and human power to achieve personalization at scale. For the most part, that has meant using cookie tracking technology and manually setting up a few pieces of logic to serve up personal experiences.
In order to succeed in this area, businesses must invest in fit-for-purpose martech and data that can drive personalized experiences across multiple channels. They should also commit to an agile operating model that cuts across marketing, product, analytics and technology.
By identifying and targeting specific use cases, personalization leaders are able to align organizational resources around the outcomes they want to achieve. They then work back from those use cases to build a data and martech road map.
They then deploy a hub-and-spoke approach, with each spoke empowered to build the underlying use case. Together, the teams run hundreds of tests a year to help determine which technologies and approaches are most effective in delivering on
the desired customer outcomes.
Once a brand is able to deliver on the personalization capabilities that they want, they can start to create a true sales funnel that moves prospects through awareness, interest and desire to purchase and beyond. Once that happens, customers are more likely to become loyal customers.
The key to a successful sales funnel is to take the time to learn your audience’s recurring problems, questions, behavior and decision-making process. Then, you can develop a content strategy that addresses those issues and builds the connection between your company and your audience.
The best companies are able to use personalization in all aspects of their operations, from their websites and emails to their in-store shopping and phone support. They also provide their customers with a high level of service and quality, which leads to increased brand loyalty.
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Lorenz is first and foremost a family man. Married to his beautiful wife and raising 5 children, has been a highlight of his life, while enjoying the 4 seasons Canada has to offer.
Currently in sales during the day, and a marketer by night. Lorenz enjoys helping people solve problems, whether it’s maintenance servicing by day, or educating entrepreneurs about helpful tools by night, he loves it all.
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