Personalized Marketing

How can you use personalized marketing? Show the right content to the right person on your own website and emails. Deliver the right content at the right time with personalized Marketing Automation. Convert more leads and sales.

Personalize for each individual's unique buying journey

Marketing is no longer about pushing out the same message to everyone. That's called mass marketing, and it doesn't work any more. Buyers start buying journeys on their own terms, and a generic message will not cut it if they're going to give you their trust.

Rather than try to push them in your direction with a generic message, you need to attract them so they travel their journey towards you. To do that, you need to understand what each individual customer's journey is about and communicate about issues that matter to them.

With SharpSpring, you can tailor your communication to each individual. You can turn mass marketing to mass individualization.

Create your segments

SharpSpring helps you understand what's important to each individual by looking at three types of information about your potential buyers:

• The buyer persona: Who your customer is tells you what type of communication and messages makes them tick.
• The journey stage: How far they've travelled in their journey towards a purchase tells you whether to communicate about challenges, solutions or products and services.
• The journey interest: What the customer's journey is about tells you which topics you need to communicate about.

Start by thinking through your buyers in terms of these dimensions. Then create segments around them. Don't worry - you can always add, remove or edit later. Start with something and improve as you keep learning more about your audience.

Personalize for each segment

After segmenting, use SharpSpring's personalized content engine to show different messages to different segments, both on your web, in your emails and on external channels. This will engage each contact more and increase your conversion from lead to buyer.

If a contact is at an early stage and you don't know what they're interested in, you can show common challenges on the web. When they fill out a form to download a lead magnet, you find out more and send an email that explains how customers with similar challenges and needs did.

As your contacts interats with you on various channels, SharpSpring allows you to get to know them and understand their buying journey as it develops. This works across your web and emails as well as for personal contacts with salespeople calls as your sales team logs calls and adds information to the contact profile.

This allows you to create increasingly targeted content that's helpful for customers in different stages and different journeys.

For example, if a contact shows signals of moving to the next stage in their journey, the next newsletter they get might contain information about how to get in touch with you, and your website migth show a specific solution that will likely be helpful for this contact. Or when the account manager logs an opportunity, SharSpring might trigger social media ads about that product or service while your website features those products for that contact with a clear contact button underneath.

Why personalized marketing makes an impact

You only have a limited time to capture your buyers' interest. Squander that time with irrelevant mass communication, and you might lose the contact.

By showing relevant information to each person, you get higher conversion from lead to opportunity and from opportunity to sale. It also helps your buyer and makes their journey with you pleasant.

Personalize your marketing on external channels

It shouldn't matter which channel you're communicating in - your contact should get the same message, adapted to their segment and stage, regardless.

SharpSpring allows you to push messages out on external channels, such as social media and via ads. Using segmented lists based on the above criteria, you can customize which ads to show for which contacts.

That means your contacts will get the same message regardless of whether the medium is your website, email or social channels.