An IT marketing campaign without a directed effort at personalization is likely to yield less than it could, especially as pertains to email outreach. Spam isn’t personalized, but sometimes you’ll open messages addressing you by name.
Even if you know it’s just an advertisement, there’s something about mild personalization which is intriguing. Following are techniques you can use to apply personalization more successfully:
Learn How to Resonate with Target Demographics
You must do more than merely communicate. Your target demographics are likely part of a “set”. They’re a group, they have an identity. There are things they like and things they hate.
Here’s an easy way to look at it: Star Trek and Star Wars have long had rivalry among fan communities; though both are Sci-Fi. Your MSP provides tech services to demographically similar clients, but just because Jedi and Trekkies are science fiction fans doesn’t mean you treat them exactly the same. Figure out what “tribe” your target demographic belongs to, and communicate appropriately.
Transparency Is Better than Subtlety
If you can ‘t write out a long email, don’t act like you did. Plugging a name into a template is pretty obvious, unless you author significant portions of the template. With IT marketing email outreach, you’re likely going to have fewer and more qualitative leads, allowing you to put more time into personalization than many other businesses. Doing so, transparency builds prospect trust.
Be Quick in Responding to Signals from Clients
Any action from clients, good or bad, should be responded to by you. If they lash out unreasonably, delete them. If they lash out reasonably, address concerns. If they ask for information, give it to them. Do so promptly and professionally.
An IT marketing campaign that responds quickly to client signals, is transparent, and resonates will have more successful personalization. Consider where you’re at presently and whether there is room for improvement in your personalization techniques.