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Why Personalisation works and how to use it in Your B2B Marketing Campaign

March 28, 2023

Have you wondered why your connection rate ( acceptance vs reply rate) on Linkedin is low? If so, Personalisation could be the answer to give you better results.

In the following article we would try to explain what is personalisation, and share some tips about how you can implement it into your marketing efforts on Linkedin

What is Personalisation?

To put it simply, personalisation is the ability to cater messages to individual customers and it's one of the biggest  marketing trends in 2021. If done correctly, personalisation can help increase your connection rate, conversion rate and customer retention rate.

Personalisation is all about doing things to serve your customer first. So, you should try putting yourself in your customer’s shoes once in a while to look at things in their perspective. This will immensely help you improve your marketing strategy.

A recent McKinsey survey of senior marketing leaders finds that only 15 percent of CMOs believe their company is on the right track with personalisation. - So why personalisation is so important?

According to a study from the University of Texas, we can attribute our preference for personalised experiences to two key factors: desire for control and information overload. Let’s tackle “desire for control" first. when you know you’re getting something that’s tailored to your interests, you still perceive having some level of control over what you’re engaging with.Even if this sense of control is an illusion, it’s still powerful, and can have a positive effect on your psyche. Now, let’s turn to the second factor mentioned in the University of Texas study: information overload. According to the study, another reason we prefer personalised experiences is because they help reduce information overload. Or, more precisely, personalisation can help reduce our perception of information overload.

For example, when you know that the content being displayed on a website is tailored to you, it provides a more manageable framework for engagement. With personalisation, you aren’t presented with thousands of resources to sort through and consume. Instead, you are -- ideally -- presented with exactly the information you were looking for. Hence, you never feel “overloaded" with information.

One of the basic examples companies use personalisation in their marketing is by using the customer’s first name in their cold emails or messages. While this is a great use of personalisation, it is not unique and therefore can be seen as another ‘cookie cutter’ template.Other examples of the personalisation can be seen in a mutual group,a mutual event, mutual interests, the options are endless on how you can leverage personalisation in your marketing campaign to increase your conversion rates.

So how can you effectively use personalisation in your B2B marketing?

Knowing your audience

One way to improve your LinkedIn personalisation methods is to know your audience. A common mistake is sending 'cookie-cutter' messages. Cold outreach messages using these templates are rarely accepted. You need to tailor your message to the person you are reaching out to in order to maximize your connection rate.

Investigate and do your research to determine which Linkedin groups they are members of, which Linkedin events/webinars have they attended in the past or will be attending in the future, what type of Linkedin posts do they engage with, do they follow any content creators. Once you know your target audience well, you can use this personalisation effectively.

By joining a mutual group, mutual event or engaging with a relevant post, you can effectively target more prospects in your target audience and tailor your connection message based on this type of personalisation.

Since this first message must be under 275 characters, keep it brief and direct. Once your prospect accepts your connection request, you can nurture the relationship and present your offer.

We have seen that these types of connection messages have a high connection rate because it's unique, sounds ‘natural’ and is a great conversation starter.

Dynamic Personalization

Another way to improve your connection rate on Linkedin is through dynamic personalisation. If done correctly, this type of personalisation can help increase your connection rate by X7. How do you do it? You can put a dynamic placeholder based on the person’s Linkedin summary or similar interests into your connector message.

We have seen that these types of connection messages have a high connection rate because it's  hyper- personalised, authentic and shows the  prospect that you actually put in the work and did your research.

As you can see, personalisation can only benefit your marketing efforts. By using personalisation, you can increase your performance in your marketing efforts!

Want to find more leads by applying behavioural economics to your lead gen campaigns? Get in touch!


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