Why Personalized Communication Is Its Own Lead Generation Strategy

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October 29, 2015 | By RGR Marketing Blog

Getting Personal... in Business

Personalized communication can be time-consuming, and therefore costly to many businesses. Often relegated to the “lead-nurturing” step in many lead generation strategies, it is difficult to overestimate the simple effective power that personalized communication can have on conversion at each stage of your prospect’s buyer’s journey.

But even more important than the positive potential personalized communication has in lead generation, is the negative potential of impersonal communication.

No one enjoys impersonal communication. We have spam filters these days for a reason; think about it. When was the last time you reacted positively to a piece of impersonal bulk mail? Regardless of the potential use for the product or service being pitched, impersonal communication is so off-putting that it can make conversion next to impossible.

A lot of this boils down to common sense. But it’s the kind of common sense that many of us don’t seem to possess until perhaps after we’ve burned through a good portion of our network with ham-fisted attempts at engagement.

The Key to Personalization

Personalization in lead generation boils down to a combination of two core concepts:

1) Identifying your prospect’s attributes, their potential to purchase, their intent and their profile, and… 2) Customizing your communication to engage with that prospect’s profile in meaningful ways.

If you can achieve a personalized level of communication with your prospects, they will not only respect your company to a greater degree, they may put themselves to work for you, generating future leads within their own networks.

The Ws of Marketing and Personalization

In journalism the why, the who, the where, and the when of the story are all instrumental to driving reader engagement with any particular piece. In marketing, the who, the what, and the where are also instrumental in targeting your personalized communication for maximum benefit.

Understanding who your key audience is (and by what characteristics they define themselves and their business), is paramount to crafting effective personalized communication. Knowing their location and region, their industry, the size of their company, their title and their role, and where they may be in the buyer’s journey can help you to identify how to reach them.

Likewise, understanding what type of content to personalize for your prospects, driven primarily by who they are and how you might be able to reach them, will help you effectively choose content to personalize for your lead generation purposes. Finally, understanding the platform, the "where" of how you will reach them, is paramount to your success.

Respect Your Network

It should go without saying that once you’ve put the time, energy, and money into building a network over multiple platforms and channels, once you’re earned the trust that it takes for them to engage with your brand(s) in the first place, protecting that relationship should be your primary concern whenever engaging with them.

Take the time to personalize communication not just as a way to prospect for future business, but as a way to continue to develop your existing relationships with customers and brand evangelists. And when you're ready to jumpstart your sales pipeline, get in touch with RGR Marketing: we offer the best solar leads in the industry, and have mortgage leads for sale, too.

[Photo Via: Casa3]

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Getting Personal... in Business

The Key to Personalization

The Ws of Marketing and Personalization

Respect Your Network

Start making more
money today!

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Getting Personal... in Business

The Key to Personalization

The Ws of Marketing and Personalization

Respect Your Network

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