Don’t Talk to Your Leads… Talk to the People They Represent

Let’s get this out of the way: you must communicate your message to the people you’re trying to convert into customers. These are the people who make up your leads, granted, but your leads are little more than a summation of data… notes you have about the businesses who may want to work with you.

However, you also mustn’t discredit your data on these leads, as it can easily be used to improve the message you share with the people receiving your communications. Let’s explore how you can do so via personalization.

What is Marketing Personalization…

…and is it worth investing time in?

Marketing personalization is best described as a business' process to shape its marketing. This strategy relies on data analytics to ensure that the right message reaches the right person and does so at the right time.

It starts by crafting marketing messages tailored to what a specific contact—or yes, lead—has demonstrated interest in through their online behaviors, communication with you, or if they match what your market research has identified as a promising opportunity. These messages should reflect what you know about an individual to be more engaging, demonstrating how you can identify with their needs and wants to fulfill them more effectively.  

Fortunately, such details can be collected relatively easily, particularly if your audience is given something in return. This is precisely why we so enthusiastically recommend you give your audience access to highly valuable content and information in the form of deliverables in exchange for simple contact information. The information you collect in this way, especially when combined with the other insights you’ve gathered from social media engagement and web traffic patterns, can help you create profiles of each of your prospects.

From there, you can incorporate this data into more individualized marketing efforts that precisely address each contact’s needs and wants. This offers a variety of benefits:

• Personalized messaging assists with various goals, keeping your customers satisfied and engaged as just the start.
• A personalized message also promotes the kind of tailored messaging that recipients find more applicable to their needs and relevant to their experiences.
• Rather than being spammy, truly personalized email marketing can skip messages that are no longer relevant to the contact, preventing message overload.
• More personalized content helps make your contacts feel seen and more likely to continue engaging with your business.
• Personalizing content also makes it more likely that your contact will convert and make a purchase, boosting your revenue as a result.

Ultimately, insights from McKinsey & Company reveal a potential eightfold increase in ROI from your marketing spend when your marketing is more personalized.

How to More Effectively Personalize Your Marketing Efforts

There are a few activities you can pursue to craft and distribute marketing materials that more efficiently share your message with your audience.

For starters, you can more diligently segment your audience into groups based on the behaviors and tendencies you track, whether that’s a demonstrated interest in a particular service or repeated inquiries about the benefits you offer. By dividing them up like this, you can more effectively communicate with the different subsets of your audience.

For instance, what have different contacts purchased or subscribed to in the past, and how frequently have they interacted with your business? By tracking this and sending marketing materials that reflect each list’s priorities, you can adjust your messaging to ensure it touches on what each cohort needs to hear at the right time.

It is also essential to balance subtlety and straightforwardness as you communicate with your audience and provide enough resources to execute this strategy properly.

Turn to Us for Help with Personalizing Your Marketing Messages to Your Audience

We can assist you by developing a strategy and creating marketing content that allows you to communicate with your suspects, prospects, leads, and clients as effectively as possible. Call us at 888-546-4384 to learn more about developing this messaging for your MSP’s marketing.