Today, marketing your MSP company is all about personalizing the buyer’s journey with tailored messaging. But when does one-to-one personalization become too personal?
It’s hard to determine a balance between getting personalization right or wrong. If you tailor your messages and content with too much personal data, you run the risk of your customers bolting from your business. To avoid this, you want to focus on how to help your customers first. After you know how to help them, you can add the right balance of personalization to boost your content’s message.
Are you sending tailored messages that add value and help your customers? Or do you seem like a menacing tracker by using too much customer data?
Read more to find out how to reach the right balance for effective personalization that builds brand awareness and increases sales.
1. Train Personalization Methods
In order for your MSP company marketing team to create effective personalized content, they need to understand and develop skills to do it. By offering training in the following areas, they can learn how to create content that makes customers feel welcome, rather than scaring them away.
- Recognizing customers’ micro behaviors to help you see the little things that make them feel important and included
- Understanding customers’ message and content preferences
- Learning to create content that meets a variety of customer personas
- Realizing how to use mined data and analytics
By developing these competencies, you’ll be able to find just the right balance for personalizing your content.
2. Be More Strategic with Content
If you feel overwhelmed trying to create ongoing personalized content, consider atomizing it. This means taking the content you already have and breaking it down into smaller pieces. By doing this, you can define your messages, so you can deliver smaller, more valuable content.
It also helps to schedule delivery over days, weeks, or even months. Then your audience doesn’t feel like you’re tracking all their personal information and creeping them out with constant messaging.
By atomizing your content, you have better engagement and boost your SEO. Another benefit is that you don’t have to create as much content because you’re repurposing what you already have.
3. Get Customer’s Consent
Customers are so worried about online privacy and data usage that you need to analyze your data strategies. Consider only sending personalized messages and content to customers who give you their consent.
You can do this right on your website and blog by enabling them to subscribe to your content. You can also offer surveys of the types of content they want to receive from you.
Having a data management plan can help you determine how to collect data, store it, and use it. This will let you target and personalize your content effectively.
Proceed with Caution
Most likely, you feel pressured to personalize MSP company content to improve sales and generate leads. But you need to proceed with caution when using personal data. With personalization training, atomizing content and data management, your customers will welcome your messages, not run for cover.