Transforming Marketing: How Right Message Personalizes User Experience to Boost Sales
Company profile
Company business details
Strategies
Pre-Launch (Product Development & MVP)
Content Marketing for Audience Building
Brynn started writing about his experiences and lessons learned while building his agency, focusing on topics related to project management and client acquisition. This content was aimed at freelancers and served to build an audience for his project management tool, PlanScope. He wrote blog posts that discussed how to pitch clients, create rate proposals, and manage projects effectively. Although the initial goal was to drive sign-ups for PlanScope, the content gained traction and led to the creation of ebooks and courses, which became a significant revenue stream.
Launch Stage
Website Personalization
After launching Right Message, Brynn implemented website personalization techniques to cater to different types of freelancers at various stages of their business. He utilized a method similar to the 'if this, then that' logic used in software development, applying it to WordPress to show personalized content based on user behavior. This strategy not only improved user engagement but also attracted attention from larger companies looking for similar solutions, leading to partnerships and further growth.
Growth Stage
Dynamic Homepage Optimization
To address a plateau in growth, Brynn focused on optimizing the homepage of Right Message to cater to users at different stages of the awareness funnel. By using tools like Right Ask, he was able to gather data on visitors and tailor the homepage content to better meet their needs. This included showcasing case studies and testimonials to build social proof, which helped convert visitors into paying customers.
Maturity & Scaling
Consultative Selling through Demos
Brynn shifted the approach to sales by conducting personalized demos for potential customers of Right Message. Instead of following a scripted demo, he treated each session as an interview, asking questions to understand the customer's unique challenges and needs. This allowed him to demonstrate how Right Message could specifically address their pain points, leading to higher conversion rates and a more engaged customer base.
Saturation & Retention
Onboarding as a Consultative Process
Recognizing the challenges of onboarding new users, Brynn decided to forgo traditional automated onboarding in favor of a more hands-on approach. He offered personalized onboarding sessions where he would guide users through the setup process while addressing their specific needs and questions. This not only improved user satisfaction but also helped in retaining customers by ensuring they understood how to effectively use the product.
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