Customizing Your Messaging Through Personalization and Segmentation
What helps your business attract customers? Chances are that based on your industry, your company has a very specific value proposition. But ultimately, that value proposition is worth little without a degree of credibility for your brand in the eyes of your audience.
In other words, your brand messaging needs to be both believable and authentic. When your potential customers comes across as less credible than one of your similar competitors, their choice will be easy. To prevent that from happening, you need to make sure your messages are relevant. It’s UnMarketing in action: promote your business subtly, not obviously.
Fortunately, building your credibility is far from impossible. To make it happen, though, you need a software that allows you to gather and organize enough customer and lead data to build more relevant messaging. In other words, you need ACT! Contact Management Software.
The Benefits of a CRM
At its core, ACT! is a CRM – short for customer relationship management system. The benefits of CRMs for businesses across industries range widely, but tend to come back to organization. Put simply, a platform like ACT! allows you to gather as much information as you can about potential customers in a centralized space.
The results, in many cases, are increased productivity and better marketing-sales symbiosis through a singular system. But at the same time, don’t underestimate the potential for increasing your credibility through the same functionality, as well.
Building a Reliable Lead Database
Through ACT!, you can build your lead database. You might have heard about inbound marketing, a promotional philosophy that has taken the internet by storm. It emphases organic lead generation by offering valuable content in exchange for signing up, rather than purchasing or sourcing leads for money.
Of course, you need a place in which to store your new leads. Given that only a quarter of the leads entering your database are actually sales ready, your CRM acts as more than just a pool for new leads. It’s the system through which you can slowly nurture them to become customers.
Customizing Your Messaging Through Personalization and Segmentation
At the core of ACT!, much like many other CRM platforms, is email marketing. You can easily send beautiful emails to every contact in your database. For the sake of your credibility, though, you shouldn’t. Instead, use the features available for you to maximize the relevancy of your messaging. You can increase your messaging relevance in two ways:
- Personalize your emails. Use the software’s integrated personalization tool to substitute individual details about your leads into each message. From first name to company size, personalization will maximize your engagement rates.
- Segment your audience lists. Instead of treating every potential customer the same way, consider segmenting them into relatively homogenous lists based on common characteristics. Now, you can build more relevant messages targeted specifically toward that segment’s needs and pain points.
Through this type of customization, your credibility will maximize. Put simply, a potential customers who signs up on your website expects messages that are not promotional, but relevant to their individual needs. A company who can deliver on that expectations quickly and effectively will incur significant goodwill.
Get Started in Implementing ACT!
To build your credibility, especially among new leads, you need to increase your relevance. The authenticity and quality of your messages also matters, but personalization and segmentation are vital first steps.
That, in turn, requires a CRM platform specifically optimize to accomplish your credibility goals. And as it turns out, that’s exactly where ACT! enters the equation. Through its contact management and email tools, you can build a marketing strategy designed to increase your credibility and grow your business. To learn more about implementing the software and optimizing your marketing efforts, contact us.
