Personalize Marketing

You should be doing marketing research for your business relatively frequently to stay updated on changes in your industry. For this particular post I am going to focus on marketing research relating to “marketing strategies to get new business”.

Small businesses are so focused on running their business they are not staying updated on the new trends in the marketplace. One of these trends is to create a connection with your clients and make them feel like they are desired and will be taken care of when they become a client. With the internet it is very easy to create distance between yourself and cilents because most of your clients never see your face or meet you in person. One way to create a sense of trust is to learn as much as you can about your clients by providing surveys. Once you collect that information use it in the future in all emails and marketing messages.

Here is an example. Let’s say I sell air conditioners and I am emailing a prospect about getting an AC installed before the summer and I am using an Autoresponder.

Traditional Format

Hey Bob,

I am sure you are enjoying your new house and hopefully the weather is allowing you time to get the things done around the house like you had hoped. As you know we are offering a special on Air Conditioner installs for newer houses. Visit www.myhvac.com to get more information.

Personal Email (this is easy to do - just ask me how)

Hey Bob,

I am sure you are enjoying your new house. Man has it really been 6 months since it was built? Hopefully you are finding time to complete your basement and landscape your backyard. As you know we are offering a 10% discount on AC installs so please visit myhvac.com/bob.smith.html

The bolded words are all personalized information you collected during the survey. Whic email do you think will have a better response?

If you want to increase your response rates on all of your marketing then do Market Research about what your prospects want and need