How To Use Lead Scoring To Personalize Your Website?


Nowadays, a one-size-fits-all approach does not work anymore for businesses. In order to get more leads, and ultimately more customers, a certain level of personalization is necessary. If you use a sales or marketing automation tool, you must have used lead scoring. It’s a nifty feature that allows you to score leads based on their activities on your website. Now, you can use lead scoring to personalize your website in order to attract more traffic. I agree that this sounds terrifying, but trust me it’s not that difficult. Personalizing your website manually is out of the question. Thankfully we have the technology by our side and marketing automation to take care of that.

Segment Better So That You Can Use Lead Scoring To Personalize Later

If you want to take full advantage of what lead scoring has to offer, start segmenting them. It’s a good way to get to know your leads and form a lead scoring strategy. Segmentation will help you create buyer personas that will let you personalize your website better. You can use lead scoring to personalize and display content that is relevant to a certain visitor. You can use smart content to align with their needs.

Locking On The Target

Lead scoring and lead segmentation go hand-in-hand. In order to determine your target, you need to focus on certain segments of users. You will have to decide which segment will be most receptive to personalization. Two types of leads that you should target are the ones who are highly-engaged and the ones that are your ideal leads.

Segmentation paves the way for correct identification of these leads. Lead scoring essentially helps you understand which leads you should spend time on. It really makes a big difference because these are the leads that are more likely to buy from you. On top of that, lead scoring reveals customer behavior. This helps you identify patterns and figure out what content resonates well with your audience.

On top of that, lead scoring reveals customer behavior. This helps you identify patterns and figure out what content resonates well with your audience.

The Leads That Help You Win

If you want to use lead scoring to personalize your website, knowing your leads go a long way. As I mentioned, there’s the highly-engaged lead that clicks on posts, likes stuff and views everything you got to offer. They might buy from you. Or maybe not. But their behavior certainly seems to be positive and you can use that to your advantage.

Go through their lead scores and see what kind of content they like. The more you produce them, and personalize your website for them, the more engaged they will be. At a certain point in time, they will realize that you care for their likes and dislikes. This goes a long way, and hopefully, you will be gaining a large number of customers eventually.

Then there’s the ideal type of lead. It’s what you look for in a lead every day. They basically mirror images of your customers. However, you need to strike that iron while it’s hot. So, my advice would be to follow what they are doing and personalize accordingly. If they are viewing your prices, make sure they get access to offers, discounts and anything else that might assist in a purchase.

All this while you will encounter lead scores that are low. These are sporadic visitors or first-timers on your website. Keep them in the loop. They need nurturing and using lead scoring to personalize your website will surely help the process. After a while, you can easily identify which of the leads among these are genuinely interested.

Building Smart Lead Score Lists

You should have lead scoring thresholds to identify your targets. And, accordingly, you can divide them into lists. These lists, in turn, will help you decide how to approach the task of personalization. With each list having different preferences and goals, you can craft content that will be relevant only to them. To get the right message across to the right person is how you get new customers, and smart lists will definitely help you get there.

Delight More People, Gain More Customers

When you are using lead scoring to personalize your website, it’s a win-win for both sides. You get to generate more traffic and convert more leads into customers. Your audience gets to enjoy the personalized, curated and relevant content. Lead scoring can open up amazing opportunities for you. So, are you willing to take the plunge?

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