Tips for Personalizing Authentic Marketing Strategies

Why you should forget one-size-fits-all. Make it personal. Be memorable. If you are like me, you are always on the lookout for better ways to connect with your audience. In today’s fast-paced digital world, where getting lost in a crowd feels like a daily occurrence, personalization isn’t just a nice-to-have; it’s a game-changer for small businesses. When you tailor your lead generation strategy, you’re not just casting a wide net. You’re creating targeted outreach that resonates with potential customers on a personal level. Here are some approaches to consider: 1. Know Your Audience:  Take the time to research and understand your ideal customers. What are their pain points, interests, and preferences? Use surveys, social media insights, and customer feedback to gather valuable information. 2. Segment Your Leads:  Not all leads are created equal. Segment your audience based on their behaviors and demographics. This allows you to craft messages that speak directly to each group’s unique needs. 3. Personalize Your Outreach:  Use your gathered information to personalize your emails, messages, and content. Address your leads by name and reference specific challenges they might be facing. This slight touch can make a big difference. 4. Follow Up Thoughtfully:  After your initial outreach, don’t just disappear. Follow up with relevant content or offers that align with their interests. This shows that you’re invested in their journey, not just in making a sale. 5. Measure and Adjust:  Finally, keep track of what works and what doesn’t. Use analytics to refine your approach continuously. Personalization is an ongoing process, and staying adaptable is key. With a little effort, you can transform your lead generation strategy and foster deeper connections with your audience. #LeadGeneration #SmallBusiness #Personalization

Personalization is not just about using a prospect's name. To provide a truly personalized experience, you should learn your prospect's language, communication style, and what's important to them right now. Sound complicated? It's really not. Everyone utilizes social media. Learning about your prospects has never been easier. The vast majority of decision-makers, executives, and C-suite members use some form of social media every day. They actively absorb content, watch trends, learn new skills, and find areas of opportunity. You can start right here on LinkedIn. Look at their profile and see what they're posting, commenting on, and liking. Is there a common thread to their messages? Maybe they like data, facts, and figures. They could discuss their vision, the future of their industry, and current concerns. Do they post content or write a blog? Read it. It's the best way to meet them. This is their language. Communicate with them the way they communicate with others. Note the topics they discuss or engage with; these are your lead-ins to having a conversation with them. Join groups related to their industry, learn the hot topics and their jargon and acronyms. Your research should extend beyond the person, the company, and their current role. It's about tailoring your message to them and engaging them like a coworker or trusted partner.

Got asked on a webinar what type of email gets my attention. Important lesson on personalization vs. relevance. 2 [Real] Examples. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 𝐞𝐱𝐚𝐦𝐩𝐥𝐞: “Hey Brian - congrats on recently getting engaged. I recently got married last year and we love playing pickleball too. Anyways. I am trying to network with other top performers and wanted to see if you’d have 30 minutes to share what’s working for you. P.S. Saw you’re a Hoosier - sorry about the tough loss last night!” 1. Absolutely did their homework and loved the personal note 2. Only reason to say ‘yes’ is if I deem the 30 min of swapping ideas valuable Result: -Sent them a short note saying I was overcommitted, but loved the note 𝐑𝐞𝐥𝐞𝐯𝐚𝐧𝐜𝐞 𝐞𝐱𝐚𝐦𝐩𝐥𝐞: Brian, I noticed in your interview with Juston Warthen that you were likely using your laptop’s stock camera which stood in contrast to Juston’s setup. A problem sellers face is they want to have more of a presence and command the respect of a more tenured Account Executive so that they’re promoted into an enterprise selling role. I’ve been in an AE role for 20 years and have specific recommendations for how you can level up your setup to command attention and be viewed as an enterprise seller. Would you be interested in learning more? Real example from Todd Kelley ^^ 1. Did their homework + added personalization - loved the touch 2. Real problem I had and built instant credibility - knew it’d be very valuable and at a minimum, I’d learn something new Result: -Me finding 30 min with him the next day Don’t care how much research you do on my school, social life, hobbies If you can’t fix some problem I have, I’ll never spend 30 minutes And I’m only an AE… imagine you’re prospecting C-Suite Prospect accordingly!! :)

Blessed are those who personalize their outreach—for they shall be rewarded. Email outreach has a reputation problem, and honestly? It’s earned it. We've all been on the receiving end of those generic, templated, and frankly, soulless emails that clog up our inboxes. No wonder people are skeptical when they hear the term "cold email." But when done right, email outreach can be a powerful tool for growing your network, making valuable connections, and even landing dream projects. Follow these simple commandments, and you're well on your way to more clicks and replies: 1. Reach out to others as you would have others reach out to you. Approach every email with empathy. Would you respond to your own message? If the answer is no, go back and rewrite. 2. For the love of all things holy, use people’s first names. It’s the easiest way to make a connection and show that you’re speaking to them, not a faceless group. 3. Don’t forget to personalize—always! Mention something specific about their work, their company, or a recent project they shared. It’s all about making the email feel unique to them. 4. Link to relevant case studies and portfolio pieces instead of your entire website. Show them exactly what’s relevant. No one has time to sift through a massive website—be concise. 5. Don’t diagnose—it’s gross! Avoid implying there’s something “wrong” with the way they’re doing things. Instead, frame your expertise as a potential value add. 6. Lead with a service that is an ongoing need—not branding! Focus on how you can genuinely help in a way that is practical and impactful. Start with the pain point they are likely dealing with. Branding is a hard sell through a cold email. 7. End with a strong call to action, such as a request for a meeting. Make it easy for them to say “yes.” Give them a simple next step—like a quick chat or a 10-minute meeting just to get to know them. Which leads us to... 8. Remember that this is about relationship building and not just a quick lead. Play the long game. Think of every email as the start of a relationship, not a transaction. 9. Always follow up. A polite, well-timed follow-up can make all the difference. People are busy—sometimes a second email is all it takes to get a response. 10. And above all else—remember that you’re emailing a person. Keep it human. Keep it genuine. If your email doesn’t sound like something you’d say in person, rewrite it. These principles have not only helped TheFutur Accelerator members (the program I run with Ben Burns) grow their networks, but many have booked dream projects by sticking to these commandments. Real connections, real conversations, and real opportunities start when you approach outreach the right way. Curious about how you can improve your email outreach? Drop your questions in the comments—I’d love to help you level up your networking game!

People ask me, "What AI tools should I be using?" While I'm big on staying up to date on tools that make content creation & distribution easier and more effective, I was reminded of a foundational truth that puts everything AI in perspective. The future of content marketing is still about making things personal. According to The 2024 State of Marketing Report by @HubSpot, an analysis of current marketing trends and strategies, “Your content must be personal, demonstrate experience, & address real needs.” This is what I love about good marketing. It is not just about trying to get someone to buy or putting noise out in the world, it's about addressing real needs of real people. We still market to humans & need to be more human than ever. AI tools can curate information and distribute it faster, but humans can curate in a way AI can’t. Humans offer perspective & experience. Humans have a point of view that helps personalize the data. When you make your marketing more personal, you win & so do your customers. The question then becomes less about, “What AI tools should I be using?” And more “How do I use the tools to personalize my content?” According to Hubspot’s research, here are some tips for personalizing content 1. Create content personal to you & personal to your customers. The primary reason you exist as a company is to solve problems for your customers. Give your customers content that solves a problem. Embrace your expertise & share that expertise on all your channels. If you don’t have thought leaders in your organization, find a partner with that can offer value to your customers & help them solve a problem. 2. Email — it still works, but be ready to adapt. Email needs to be personalized, but it's impossible to write a personal email to every potential customer. Use AI to personalize at scale. Curate dynamic content with different images, location specific information, nearest store maps or changing subject lines. This helps make the email personal. Use AI-powered tools to make it scale. 3. It’s time to embrace bots. This may sound like I am moving away from personalization here, but not true. HubSpot found that 55% of businesses predict in 2024, most people will turn to chatbots over search engines for answers. AI-powered chatbots offer a conversational approach to research, provide individualized, & user-friendly results. Plus, by letting AI answer simple questions that get asked repeatedly, bots free you up to spend more time connecting with your customers in other personal ways. AI-powered marketing tools are changing fast, but it feels less intimidating when we realize that the past and future of content marketing is still about making things personal. Interested in seeing The 2024 State of Marketing Report by HubSpot for yourself? Check out comments for a link. I found it super helpful in seeing what is & is not working in the marketing world & what tools and tactics I want to use to help businesses grow.