An MSP company would do well to court personalization techniques in marketing outreach, but there’s a balance. People don’t want to feel like they’ve been stalked, or that their private life has been interrupted–– there were recent hearings with Mark Zuckerberg owing to this very issue.
You want the right stuff when it comes to personalization; you don’t want to creep anybody out, or very truly infringe their rights. Following are a few provisos to take into account as you go about this:
Be Aware of Personalization Tolerance
Your MSP company needs to know what level of personalization your target markets can stand. You’re likely going to have access to more data than matches the comfort zones of most clients, but there are some— especially those “plugged in” to certain IT industries— who have a very high tolerance for personalization. Others will immediately reject anything marketing-related that tries to come off as personalized. Working with SEO groups that specialize in MSPs can help you get an idea the best way to proceed here.
Use Personalization as a Value-Adding Agent, Not a Baseline Practice
You shouldn’t have everything be personalized at a baseline level, or clientele simply expect this is automatic. You want to start personalizing once prospects start looking more deeply into your products and services. Use it to add value to their perception of your MSP, not as a standardization motif.
Employ Targeting and Segmentation That’s Effectively Perfected Using Metrics
Metrics can help you segment prospective clientele into groups more or less likely to convert. You can send materials calibrated toward this segmentation to the right people. This sort of personalization is ironically impersonal— you need not say anything which directly reveals you’ve segmented prospects based on hidden characteristics.
When your MSP company employs targeted segmentation, adds value with personalization rather than making it a default outreach convention, and respects prospect personalization tolerance, increased conversion is more likely.