Once you have used data mining through your platforms to identify and differentiate your hottest leads for your highest-priced products and services – those people who open emails, engage with you, are already buying things, and are likely ready to buy your high value offers – you can use the information you know about them to start reaching out to them in a more personal way.
Let’s talk about some different ways to reach out to and connect with your hottest leads and make it as personalized as possible.
You can use your autoresponder to build and nurture strong relationships with your customers if you set it up to be more personalized. Use tagging even if you have a list-based system to gain more control over the segmentation and personalization of your subscribers.
Take the time to look at the buyer’s journey. What steps does your buyer now take, and what happens once they take each step? Think about your landing pages, thank you pages, download pages, shopping cart experiences, etc., and any automated messages they receive throughout the process.
For example, if you invited some of your list members who bought low-priced solution “A” to your discussion group and they joined, what tagging happens so that you don’t invite them again, and what is the next step you want them to take?
The next step requires that you tag them to receive the next nurturing email messages to move through your funnel in a smooth and unpressured away. Your autoresponder messages should try to lead your customers through your funnel in a way that helps you learn new information about them while they are also learning new information about you and your solutions.
Direct Personal Email Message
This is a great way for a company to reach out to their top clients and leads. This is not something you want to do for very many people. You will need to keep this list lower to about 10 people and definitely no more than 100, depending on how big your client base is and how deep your pockets are and how much time you have.
Use the relevant data you have to create targeted lists of your top leads, a full profile of each person, identifying their success, fears, and other information that you can use to guide and help them move through your marketing funnel.
When you create these types of letters, tell them that you are sending them this special message because of what they mean to you as a customer. Let them know, and show them by the words in your email, that they are special.
In this email, you’ll want to offer different ways to communicate, from instant messaging to a phone call. After all, the best companies communicate with their customers the way the customer wants to communicate. This is an example of personalized marketing at its best.
Finding out your clients’ specific preferences is vital to a successful personalized marketing campaign.
Facebook Messenger and or IM
Another effective way to communicate with your top leads is via Facebook Messenger and via Instant Messaging of any kind. If you notice, a lot of well-known businesses use marketing automation tools to offer instant message-based communication via the website right when you need extra help.
You can also use Facebook messenger and text-based messaging with your top customers, too. For the most part, you need to have some form of permission to do this. You can collect cell phone numbers, Facebook profile info, and more via your initial contact with your customers through autoresponder email messages and surveys.
The Old-Fashioned Phone Call
For some customers, getting an old-fashioned phone call will be the best way to truly impress them with your personalized attention. If you’ve collected phone numbers and personal information during your interactions with your customers, there is no reason you cannot call them. It’s completely legal to telephone a customer just as it is to email them a personal email without the autoresponder.
Before you do call them, take the time to examine their customer files so that you can speak to them individually based on their actions and behavior. Tell them thank you, ask them if there is anything you can do to make the product work better for them, and open up other lines of communication if they want.
Remember, you can use all three of these methods to differentiate and segment your most special clients. After all, you may phone and only leave a voice mail, you may send an instant message, and it may be ignored, and emails sometimes go to spam.
Using all three methods to reach out and touch your clients and customers is going to get more bang for your buck. The good thing is that most of it isn’t going to take that much time or effort, but it will be meaningful to your customers.
Keep Your Top Customers Happy by Following Up with Customized Advice
The biggest advantage to mining the data for your top customers, then creating a customer file on them, while also following them on social media, checking out their websites, and so forth is that you can now use the information you know about them to up your content marketing game and to offer customized advice based on their actions.
The cool part is that some of your personalized advice can be automated in your autoresponder, and some can be accomplished personally. Since you’re going to do anything personal and one-on-one only for your very top customers who are high-value customers, it’s not going to take a lot of additional time.
Set Up Alerts
On your social media accounts and right on Google, you can set up alerts for anyone’s name or to get their updates first. This is going to enable you to check out the messages your top customers are sharing and stating to their friends, family, and if they’re also business owners, their audience.
Physically Check Each Customer’s Information Periodically
You can also keep your top customer list nearby and physically go to their social media accounts, your customer service records, and shopping cart information periodically. One way to do this is just to pick a day of the week that you’re going to drill down and look at each individual customer’s actions and behavior.
Improve Your Tagging and Autoresponder Messaging
Use the information you’re learning about your audience from these top customers to make notes about potential autoresponder messages you can add to your nurturing campaigns and sales campaigns to be more helpful to your customers. For example, if you notice that many of your top customers take the same actions, you can assume that others will too.
Help Them Achieve Their Goals
Using the information you find out about them, and the tools of your trade, help them achieve their goals. If you’re a B2B provider, you’ll want to help them make more money so they will spend more money with you. If you’re a direct to customer provider, you’ll want to solve their problem so that they can move through your funnel to the next solution.
Helping them by sending messages based on their behavior such as, “I noticed you shared that article about social media marketing. You’ll probably like this article too; I especially liked this part…” or, if you observe them trying one tactic, but you know another one is better, just give them the idea through a personalized message.
Doing the little extra required to really stand out to your top customers may take a little bit of time, but the payoff will be amazing because it’s actually going to be enjoyable to do, and you’re going to get a lot of valuable information from these customers. They will be helping you perfect your marketing messages to all your customers today and in the future. Plus, due to the added personal service given by you to your customers, they’ll end up acting as brand advocates, bringing in even more customers.