In today’s multichannel, multi device world, people are plugged in 24-7, with information at a person’s fingertips at all times. As a result, the way people interact with businesses has changed, and
in many cases the buying cycle has shifted.
1. Just Get Started
You don’t have to create the perfect, many complex nurture program right off the bat. Some marketers read about the numerous possibilities for personalizing
content across channels and get paralyzed by the possibilities. Instead, try thinking big, but starting small.
2. Collect the Right Data
If you want to add sophistication, you’ll need the data to drive it. So, ramp up your efforts to collect important information from your prospects and customers, such as industry, company size and biggest challenges (for B2B) or age, location and interests (for B2C). Store these values in a central master database.
3. Use Dynamic Content to Add Personalization
Now that you’ve collected this critical behavioral and demographic information, it’s time to let the fun begin and start using dynamic content to customize your nurture. Keep in mind that you’re not limited to personalizing on just one data element.
4. Consider Going Multichannel
Nurturing via email is a powerful way to engage contacts, but you can drive effectiveness even more by reflecting today’s multichannel world in your nurture
efforts. Consider incorporating traditional “snail mail,” phone calls by inside sales or support, SMS messages and more into the mix.
5. Take a Persona Approach
Who are your customers, and what journey do they typically take along the path to becoming a buyer? If you’re like most companies, you probably have a few subsets of customers, each with unique pain points, resource needs and communication preferences.
6. Evaluate Your Content Matrix
Once you’ve built out your personas, examine your existing content and align it with each persona. To help you with this process, consider creating a spreadsheet for your content. For example, you might develop a grid of your various stages in the buying cycle (your spreadsheet rows) and all your buyer personas or content consumers (your spreadsheet columns). This should allow you to identify gaps where you might need additional content.
7. Mirror the Email Nurture Experience
On your website if you have a content management system (CMS) integrated with your digital marketing platform, you can build content blocks within your website that display unique content if a visitor matches certain rules. In other words, you can enhance the personalized messaging engine you’ve created and extend the nurture beyond email to your website.