Hyper-Personalized Approaches- Smart Strategies for B2B Growth
One notch over personalization, the term hyper signifies an intense approach to customizing content to the extent that it feels like you know your customer, rather than a bit too much. But that’s what really works for marketing!
Around 84% of consumers demand that brands communicate with them on a personal level.
Customers love it when your communications talk particularly to them and address their very problems. In the same breath, they loathe broad-themed emails thrown at them with the sly intention of expecting a mindless conversion.
As a marketer yourself, that piece of information should set a direction for your future targeted marketing campaigns. Hyper-personalization, traditionally viewed as a novelty, now stands as a default setting in your Account-Based Marketing and Email Marketing campaigns. Knowing this is but the beginning of the game and the real action starts when you know how and where to hyper-personalize. In this blog, we will talk about some smart strategies for B2B growth through hyper-personalized approaches.
- Hyper-personalization in Email Marketing – Boost your open rate
Email marketing is one of the foremost candidates for exercising hyper-personalization. There is a tremendous scope considering the number of contacts you send your business emails to. Several email automation tools are available in the market offering segmentation and targeting features. Using your email marketing tools, you can possibly segment your audiences into micro categories such as industry, company size, company age, or geographical location. This would ensure your content stays relevant to your audiences and doesn’t lead to unsolicited unsubscriptions.
Another way would be to segment customers according to their behavior. Behavior encompasses various traits such as the way they found your website, the pages they visited, the number of minutes/seconds they stayed, etc. Asking questions such as “How did they end up on our website?” can give valuable insights into their behaviors. Accordingly, you can hyper-personalize your email and send them at various points in the sales funnel as they move ahead. The idea is to be relevant to their current state of mind and their current buying stage.
- Hyper-personalization in Remarketing – re-engage with your users
Hyper-personalized remarketing is a powerful strategy that comes into play when a user closes a browser window without completing a desired action. Rather than viewing this as the end of their customer journey, it’s an opportunity to re-engage them, especially when executed effectively. Remarketing recognizes that many customers don’t convert on their first website visit, a phenomenon particularly pronounced in B2B marketing with its higher average order values and multi-level decision-making processes.
In a hyper-personalized remarketing approach, the strategy revolves around tailoring messages to prospects based on their activities before closing the browser window. For instance, if your business involves physical products, you might send specific email ads to customers who added items to their shopping cart but didn’t proceed to checkout. Alternatively, a different set of communications could be targeted at prospects who explored pricing for your solution but didn’t initiate contact with your sales team.
The efficiency of email automation shines in the ease with which you can retarget potential customers who exited the sales funnel. Once the setup is complete—defining content and configuring triggering parameters—you can watch as your campaign automatically works its magic with minimal ongoing effort.
Social media platforms, notably Facebook and LinkedIn, offer additional avenues for a remarketing campaign, catering to users for whom you lack an email address, such as first-time site visitors. Integrating a tracking pixel on your site, choosing behavioral parameters for targeting, and setting a budget are steps to unleash the potential of these platforms in your remarketing endeavors. This multi-channel approach ensures a comprehensive strategy, reaching potential customers through different mediums and touchpoints to maximize re-engagement opportunities.
- Hyper-Personalization in Images & GIFs – make it more interesting, dynamic and eye-catching
Those harmless little Emojis can indeed play a role in personalization — they are in vogue these days. Move over Emojis too, we now even have our own avatars with our facial and physical traits that convey what the emojis do, except in a higher resolution. Why do these work? Well, people love images.
Images get consumed effortlessly and work great for personalization in messages. With the simple principle of “Why read when you can simply watch?” images grab the attention without much brainwork. Hence, Images and GIFs form an integral part of a successful outreach strategy for B2B marketers and can be used across various communication mediums.
For instance, envision a Facebook retargeting campaign designed for leads who have previously visited your website. In this scenario, incorporating your company logo alongside their profile photos creates a visual connection, mentally associating your business with the lead. This not only reinforces brand recall but also encourages leads to envision themselves utilizing your products or engaging in collaboration with your business. The visual impact of hyper-personalized images and GIFs thus emerges as a powerful catalyst in elevating the effectiveness of B2B marketing outreach.
- Hyper-Personalization in Videos – speak directly to your prospect
Video content provides a unique avenue for delivering value without resorting to a hard sell. In the realm of effective sales strategies, establishing a genuine human connection is paramount—nobody wants to engage in a transaction with a robotic entity. This sentiment is especially relevant in the contemporary landscape of remote work. Even in the context of B2B sales, where transactions may be more formalized, the importance of a personal touch remains undiminished.
Personalized videos offer a means to forge strong connections with prospects. By creating videos that are tailored to the individual recipient, businesses can convey a sincere level of care and engagement. Standing out in a crowded digital landscape becomes achievable through this personalized approach, showcasing not only the product or service but also the people behind the business.
The ease of creating personalized videos has been facilitated by the availability of numerous tools and apps in the market. These tools empower individuals to record, personalize, and share videos seamlessly, often directly from their mobile phones. This accessibility ensures that businesses can leverage the power of personalized videos as part of their outreach strategy, fostering deeper connections with prospects and enhancing the overall effectiveness of their sales initiatives.
Conclusion:
In a world where consumers are inundated with generic content, standing out through hyper-personalization is not just a strategy; it’s a competitive necessity. Embracing these smart strategies for B2B growth ensures that your marketing efforts resonate with your audience, creating lasting impressions and driving meaningful results in the dynamic landscape of modern business.
