How To Use Personalization To Turn Cold Traffic Into Hot Leads and Sales

The best advice for anyone looking to make their business more successful is to focus on your customers. You know what your customers want, how they think and how to give them what they want. 

Personalizing your content can help you solve problems faster, provide a better experience, and attract more customers.

Takeaways
1. Personalization can transform cold traffic into hot leads.
2. Tailoring content to individual preferences boosts engagement.
3. Effective personalization enhances the likelihood of sales.
4. Utilize data-driven insights to craft targeted marketing.
5. Building relationships through personalization is key.

Use Personalization In Content

Personalization is a way to make your business more appealing to your customers. Personalization is also a way to make your business more efficient and profitable. You can use personalization in content, shopping, email, and social media.

Personalization isn’t just about knowing what they’re interested in; it’s also about knowing how they feel about it and tailoring the experience accordingly. 

In this example from Sephora, they show you recommendations based on both what you’ve viewed before (lipsticks) and how much you liked them (stars).

If you’re curious about inbound marketing strategies and want to enhance your knowledge, our article on How I Prefer to Learn About Inbound Marketing can provide insights into effective learning approaches.

Create A Personalized Shopping Experience

Your goal is to create a personalized shopping experience for every customer. This means that your website should be customized for each visitor based on their past behavior, demographics, and interests.

To do this, you need to implement tools that allow you to capture data about your customers and analyze it to create profiles of them. 

These profiles can then be used in turn by other systems throughout the site so that certain features are only displayed when they’re relevant or useful (and not just out of habit). 

For example: if someone has visited the clothing section of your e-commerce store before but never bought anything, maybe they’re not interested in clothes right now so don’t show them any more clothing products!

Add Personalized Email Campaigns

Adding personalized email campaigns to your marketing mix is a great way to use personalization in your marketing efforts. Personalized emails will help you connect with prospects, and make them feel like you have their best interests in mind.

Here are some ways you can do this:

Use personalized subject lines. When sending emails, it’s important to get across the right message and keep the reader interested in reading more. 

A personalized subject line can help grab people’s attention while they are scrolling through their inboxes looking for emails they want or need from other companies.

Use personalized copy throughout the email campaign copy (not just in the subject line). 

Make sure that each piece of content is written specifically for each prospect based on who they are and what stage of the buying cycle they’re at so that it resonates with them more effectively than generic templates would

Discover the subtle ways that favorite brands manipulate consumer behavior in our thought-provoking post, How Your Favorite Brands Are Manipulating You, and learn to be more aware of persuasive marketing techniques.

Use Personalization For Ad Targeting

Go beyond country, language, and device targeting to reach people with relevant ads. For example, if you run an eCommerce site selling women’s clothing, you might want to show your ads only to men who have shown interest in women’s clothing (i.e., their browsing history). 

Or if you sell vehicles online, show different vehicle options based on the customer’s location or income level even if they’re searching for the same make and model.

Personalized content can be used across both organic and paid channels: Displaying different product recommendations based on a user’s purchase history; 

Promoting blog posts that appeal most to each visitor; tailoring emails so they’re more likely to be opened; maximizing click-through rates on social media by promoting only specific posts rather than all posts from all pages at once.

Add Personalization To Popups And Forms

You’ve probably seen popups and forms on websites before. They’re the boxes that ask you to enter your name, email address, etc. before you can access the site’s content.

You could use these tools just to collect information about your visitors but why not also use them to collect information about your visitor? What do they need right now? What are their interests and pain points? How can your company help solve those problems?

Popups and forms provide an opportunity for personalization because they allow you to target specific groups of people with different messaging based on those groups’ characteristics (e.g., location, demographics).

Increase The Use Of Chatbots

Use chatbots to increase the use of chatbots. Chatbots are already being used to answer FAQs, product questions, and support questions. Why not use them for other things like providing a personalized experience for your visitors?

You can also use chatbots to provide an even more personalized shopping experience by using chatbot technology that allows you to gather information from your potential customers during the buying process so you can customize their shopping experience accordingly.

Elevate your content marketing strategy with the power of hyper-personalization using the techniques outlined in This Is How You Hyper-Personalize Content Marketing, and unlock the potential of tailored messaging.

Add Personalization To Search Results

Personalizing search results is an excellent way to turn cold traffic into hot leads and sales. It can be done in a variety of ways, some of which are easier than others:

Personalize your search results based on user preferences. If you know that someone has visited the site before, or if they’ve made purchases before, show them content related to what they’ve already seen or bought on that site. 

This will help increase repeat visits and reduce bounce rates by decreasing the amount of time it takes for users to find what they’re looking for.

Personalize your search results based on location and language settings (if applicable). You can also add location-specific ads and promotions so that people see only those items when they visit from one particular area or country over another; 

This is especially effective if there are different prices in different countries/regions due to currency conversion rates changing daily!

Personalize Your Website’s URL

Your website’s URL is the first impression a potential customer will have of your business. Make it count by using words that are relevant to your brand, company, or name. Avoid using numbers, hyphens, and especially “www.”

The best thing you can do for your website’s URL is use keywords that are relevant to your industry or niche. 

If you’re selling clothing online, “shop clothing” may be an easy way to remember where to find what you’re looking for. And if you’re an artist selling commissioned paintings online? Try “commissioned” instead!

Incorporate Personalization Into Your Landing Pages

The easiest way to incorporate personalization into a landing page is by using dynamic text fields, like a name field or a company name field. 

These text fields can be used in the same way that you would use a static value for your email address field: instead of sending traffic directly to their inbox, send them to their personalized inbox.

Use personalization on both exit and entry pages. For example, if your visitor just left another site and they’re visiting yours as they leave (the “exit” page).

You could use an instant chat service like Chatfuel or Clickatell to ask them why they left that other site and what they wanted when they visited yours. 

This will let you know more about where these visitors are coming from so that you can make sure your website reflects those visitors’ needs.

Confused about inbound marketing and its significance? Our guide, Why Inbound Marketing Matters and What the Heck It Is, breaks down the concept and highlights its importance for modern businesses.

Add Dynamic Content To Your Emails

Dynamic content is a great way to personalize emails. Dynamic content allows you to tailor the email for each recipient, based on the recipient’s location, interests, and demographic information.

Location: If you’re sending an email based on a user’s location, you can show them specific deals (and even products) that they’ll find interesting in their local area. 

For example, if someone is visiting Atlanta during the Super Bowl weekend and they sign up for your mailing list so you can send them some offers related to it — then when we send out our next round of emails with things like “Super Bowl Specials.”

Or “Hotels Near The Stadium,” this person will get those messages because they signed up while they were at their computer with an IP address from Atlanta.

Interests: If someone likes science fiction movies or comic books (or anything else), then having dynamic content allows us to show them relevant products from brands who have similar interests when we send out our next round of emails about “New Movie Releases.” 

This way we aren’t just talking about Star Wars here; we’re also talking about Harry Potter and The Avengers!

Create Personalized CTAs Based On Your Audience’s Interests And Needs

Personalization is about more than just creating a better user experience for your audience. With the right personalization strategy in place, you can increase conversion rates and sales, engage with your customers online, and increase click-through rates.

Let’s break down how to get started with personalized CTAs based on what your audience is interested in:

Personalize your CTAs for each visitor. This means creating unique calls-to-action (CTAs) that speak directly to the needs of different types of visitors. 

For example, if someone has visited frequently but never converted before, it may be due to a lack of information or too many steps between clicking through the CTA and completing the purchase process. 

You can address these concerns by presenting a clear path forward after they hit “buy.” You’ll also want to consider using dynamic content like product recommendations based on their recent purchases or browsing history.[1] 

By showing them relevant items that align with what they’ve previously shown interest in and making sure those items are easily accessible when they’re ready you’ll boost engagement levels while increasing conversion rates.[2],[3]

Personalize Your Social Media Posts According To Specific Segments Of Your Audience

Personalization can be done on social media with the use of hashtags. Hashtags are phrases that you include in your tweets, which allow you to connect with a larger audience. They’re also great for when you want people to respond to your content and interact with it. 

For example, if you have a particular hashtag that you use regularly on your social media channels, like #coldcallingselfdefense or #selfdefensetraining.

Then people who follow that hashtag will know exactly what kind of content they’ll find when they go through their Twitter feed or Instagram timeline.

Personalization can also be done through location-based targeting: If someone is searching Google Maps while standing outside of your store, they might see an ad from one of your competitors! 

But if they’re using their phone inside and therefore closer to yours then why not customize an offer specifically targeted at them? 

This type of strategy allows businesses to tailor their offers based on where customers are located at any given time; something unique about this tool compared to other geo-targeting options is its ability for marketers (and sometimes even individuals).

Being able to choose specific locations within those cities/regions where users reside so as not waste money targeting those who do not live near them already but rather focus efforts more towards those who do live nearby instead.”

Use Tailored Microcopy And Subject Lines For Outreach Efforts And Email Campaigns

You should also use tailored microcopy and subject lines for outreach efforts and email campaigns. Tailored microcopy improves clickthrough rates, open rates, and conversion rates.

Microcopy refers to the text in your emails that helps guide your audience through the various steps of a signup process or sales funnel. 

For example, if you have multiple steps to a purchase process (such as signing up for an account first), then you’ll want to make sure that each step has its call-to-action button with its message directing users to click it at just the right time.

Subject lines are important because they’re what shows up in people’s inboxes before they decide whether or not to open your email and after all those hours spent writing beautiful prose about why their life will be incomplete without whatever product or service you’re offering! 

These messages must capture potential customers’ attention with compelling language that tells them everything they need to know about what’s inside without giving away too much information upfront (which could lead them away from clicking).

Dive into the realm of personalization in marketing with our comprehensive resource, The Ultimate Guide to Personalization in Marketing, where you’ll uncover strategies to create highly engaging and relevant marketing campaigns.

Design A Personalized Ebook For Each Segment Of Your Audience That Aligns With Their Interests And Needs

The first step to using personalization to turn cold traffic into hot leads and sales is to design a personalized ebook for each segment of your audience that aligns with their interests and needs. 

For example, if you have multiple products or services, create one ebook for each of these categories. If you sell products online, create an ebook about how to buy stuff on Amazon; 

This will help the people who want to buy from Amazon but don’t know how to go through the process of buying something off the site, but it also serves as a lead magnet for others looking for information about eCommerce best practices in general.

Next up: Promote your landing page (or landing pages) where visitors can opt-in to receive your free offer by sharing their email address or mobile number.

Use dynamic content personalization tools like Dynamic Yield’s Personalizer so that when they fill out the form on your landing page(s), they’ll see exactly what they’re interested in getting from you!

Use Geotargeting (Or Other Location-Based Information) To Personalize What Content You Offer On A Web Page Or In An Email Campaign, As Well As The Way You Speak To Your Leads Via Social Media

Geotargeting is a great way to personalize your marketing. It’s when you target people based on their location. 

For example, if you’re trying to sell products or services in Portland, Oregon, and your target audience is people who live in that area, geotargeting will help you reach them at a lower cost than if they were scattered all around the country or world.

When using geotargeting in your marketing efforts, here are some ways it can be effective:

Personalize what content you offer on web pages or email campaigns as well as how you speak (via social media) so that leads feel like they’re being spoken directly to.

Conclusion

Personalization is a powerful tool that can help you gain access to new prospective customers, whether they’re currently in your sales funnel or not. 

The key to making sure it works for you as an effective marketing strategy is ensuring that your message is relevant, timely, and personalized enough so it grabs the attention of potential buyers.

Take these tips into consideration when deciding how best to implement personalization into your e-commerce efforts:

Further Reading

Explore these additional resources to deepen your understanding of converting cold leads into hot leads:

Turning Cold Leads into Hot Leads Learn effective strategies to transform cold leads into engaged and warm prospects, optimizing your sales pipeline for success.

Cold vs. Warm vs. Hot Leads: Attracting and Closing eLearning Leads Understand the nuances of eLearning lead generation and conversion, from cold to hot leads, with insightful tips for your marketing campaigns.

Converting Cold Traffic into Engaged Visitors Explore techniques to convert cold website traffic into enthusiastic visitors who actively engage with your content and offerings.

FAQs

Have questions about converting leads and optimizing your marketing efforts? Here are some answers to common queries:

What are cold leads and hot leads?

Cold leads refer to potential customers who are not yet familiar with your product or service. Hot leads, on the other hand, are prospects who have shown strong interest and are more likely to convert into paying customers.

How can I effectively warm up cold leads?

To warm up cold leads, consider providing valuable content, personalized communication, and addressing their pain points to gradually build trust and interest.

What strategies can I use to attract eLearning leads?

Attracting eLearning leads involves offering relevant content, showcasing the value of your courses, and using targeted marketing campaigns to address the specific needs of your audience.

What role does content play in converting cold traffic?

Content plays a vital role in converting cold traffic by providing valuable information, addressing visitor needs, and establishing your brand as a trustworthy resource.

How can I measure the success of lead conversion efforts?

You can measure lead conversion success by tracking metrics like conversion rates, engagement levels, and sales generated from your lead nurturing activities.