Emails – The flow continues on and on. You get more every day. How do you respond? If you’re like most of us, you probably delete more and more without opening them.
Now Put Your Marketer’s Hat On
How do you catch the attention of your prime prospect when they’re doing the same thing you’re doing? One great way is to personalize your marketing for them so they will want to open and read what you have sent.
The first way is by knowing your ideal prospect better than they know themselves. Then you craft messages specifically for them. You will catch their attention. This is the first step of personalization.
The second step is to keep in front of them by following up with additional information they are looking for.
More and More Large Companies Are Doing This
Amazon was one of the first. Do you recall when you clicked on a product they offered but didn’t buy it? Several days later you got an email from them asking if you were still interested. Then sometime later you got another.
Now Amazon goes one step further. They send you an email not only on the product you looked at but also with a list of similar products. If you placed the product in your wish list, they will email you anytime they reduce the price.
Others have followed suit. After you search for one of their products, ads for that product appear on the social media pages you visit. These appear on msn.com, yahoo, Facebook and LinkedIn as well as others.
Your Company is Not Large
Can You Compete?
You may work at a small to medium sized company and not have the budget to market this way. Is there any way you can compete? The answer is yes.
You can make some minor adjustments to make your marketing more personal.
If a customer requests a white paper you have, offer them a case study or a fact sheet related to the product or service which the white paper was about. This offer should appear on same page where they click on the link to get the white paper.
If you have a customer service department which answers phone calls or email inquiries from prospects, you can set up an online chat where a prospect can type in a question they have on the download page and get an answer within minutes. You can also give the phone number for your customer service department if they would prefer to call.
Once a prospect has reached out to you for information, start a dialogue with them by email. Of course, call them if they would prefer that. You can also send them links to articles or blog posts about the product or service they’re interested in.
The more you can personalize your marketing approach and gear your actions toward the prospects you’re deal with, the deeper you will connect with them. The more likely they will be to purchase what they need from your company.
