Message Mapping: The Key to Personalized Marketing Outreach
See how you can create a solution to the challenge of personalized marketing with survey message mapping, and why it’s so important to do so!
Quick Links:
- TIP: How to use message mapping for personalized marketing outreach[Infographic Download]
- Episode Overview – Message Mapping | Email Marketing Planning of a Follow Up Nurture Campaign
- Personal Note from Jenn Neal on Message Mapping
- Episode audio [Podcast on Spotify]
- Blog Post – Message Mapping: The Key to Personalized Marketing Outreach
- Related Posts
TIP: How to use message mapping for personalized marketing outreach.
Time needed: 5 minutes
TIP: Setting Up a Welcome Nurturing Email Series with Audience Segmentation
- Essentials
Decide what are the essentials for someone new when they first join your world – write emails that help share who you are, how you got there and how you help your customers
- Relevance
Now look at where these prospects are coming from and write 1-3 emails that are specific to their engagement (like about the thing they opted into)
- Transition
Create a transition email that lets them know now that you have this great info I’m going to share more with you over x number of days so you’re setting expectations
- Tags
Apply a tag noting what resource the prospect came from, as well as having completed the welcome sequence – and then add a newsletter tag to include in long term nurture unless they request to opt out
What’s In This Episode
In this episode, we go behind the scenes to our message map we’re setting up for our email marketing plan as a follow up nurture sequence for our new survey participants. I share the lead nurture strategy and email campaigns and how we’re segmenting out audience the examples of lead nurture best practices we’re using to target the message to the audience. We’re building out the process map we’ll be using to create the marketing automation that will run this follow up sequence.
Jenn Neal on Message Mapping
Reminder: When doing email marketing, try to be as personal as you can.
-Jenn Neal
Join us on our YouTube channel for more episodes!
Message Mapping: The Key to Personalized Marketing Outreach
Survey message mapping is an important way we can keep track of who our audiences are, what they want, and how to interact with them on an individual level. Most of the best sales and marketing people in the world have an instinct for this kind of thing. Like an actor who seems to have been born great or an athlete with an inexplicable talent, instinctively great sales and marketing people are amazing to watch. But they usually cannot tell you how they do what they do, they just do it.
When you’re dealing with a potentially massive audience electronically, great instincts are not enough. We need to bring technology to bear in order to deliver personalized messaging on an individual basis. Here, we’re going to discuss the importance and the benefits of message mapping as a part of your marketing plan.
Once you’re convinced, head on over to our Formula Done video on the subject here. That’s where I’ll show you how it works, how I do it and how you can get started using this powerful tool to deliver personalized messaging to individual buyers and prospective buyers.
7 Reasons Why Your Marketing Plan Needs Survey Message Mapping
Message mapping is a complicated thing, and when you check out our video, you’ll see for yourself. The reason it’s complex is that what we are trying to achieve is rather monumental. What we’re trying to achieve is to automate the process of delivering personalized messaging to each and every person who interacts with our brands. The good news is we all have the technology to do this right in front of us, all you need is the right piece of software and you’re going to see results. Our purpose here is to demonstrate why this tool is indispensable for your business. So let’s get into it!
1. The Golden Rule
There are a few ways to phrase it, but what this means is to treat others as we would prefer to be treated. More accurately, for our purposes, it means treating them the way they say they want to be treated. This is what message mapping is designed to do, and when you get to the video you’ll see that it works quite well indeed. You could call it “personalization.” Any way you look at it, it’s about treating each contact, buyer, and potential buyer as unique while actively respecting their uniqueness.
2. Elevated Brand Value
The Internet has made customer service so much more powerful. One of the most important benefits of customized content is to give your buyers information that they want and that elevates the value of your products and services. Survey mapping makes it possible for you to see exactly what they want, when, and where they want it. Answer questions, address them the way they like to be addressed, and so much more. This is where personalization meets the road.
3. Branding Rule #1: Consistency
Dealing with tens, hundreds, thousands, or even millions of different people is tough. Tougher still is doing so while maintaining a consistent brand tone and tenor. This is so important for your company image and without message mapping, it’s probably going to be impossible. Consistency is one of the tried, true, and proven necessities of branding, and it’s something that increases in difficulty as your operation scales up. Message mapping does the heavy lifting for you.
4. Laser-Accurate Content Distribution
You may have a handful of customer profiles. Message mapping technology will help you develop more and to make them more accurate. In so doing, you can deliver the type of content a given individual wants by addressing them through their profile type. As human beings, we can only get to know about 100 people well. That cognitive bottleneck can also limit our ability to personalize messaging to a wide audience. This is another area where the technology enhances our work-load tolerance.
5. Bounding Conversion Barriers
When someone is engaged with your brand, it means they are considering a purchase, usually. Whatever it is that is standing between them and smashing the “buy” button is critical for you to know. Message mapping gives you a proven effective way to pinpoint barriers to conversions more accurately, more often. Just as the true, broad scope of your customer base may be impossible to know and serve without the technology, knowing the many-colored and varied inhibitions holding them back is only really possible with some advanced tools.
6. Optimized Timing & Relevance
There are morning people and evening people. There are TV watchers and YouTube watchers. People want to be approached where they are and at a time when they are going to be receptive. Message mapping gives you the ability to find their when and where and to avoid reaching out at the wrong time and place. The alternative means risking making contact at a time when, maybe they haven’t had their coffee yet, or maybe they are winding down for bed. These tools can improve your outreach timing on an individual basis.
7. Sales & Conversions
At the end of the day, it’s all about making sales, converting leads into buyers, and developing relationships that can be sustained over time. We could go on and on for days about customization and timing, but without measurable results it’s not worth much. Measurable results are what you get with this technology. It’s what message mapping does. It does the heavy lifting of making your outreach efforts timely, accurate, and relevant no matter how large your audience is.
Hopefully, you’re convinced that personalized marketing is critical. After all, the best minds in the business have been telling us this for years. If so, head on over to the Content Toolbox to learn how it works and how you can make personalized marketing a reality for your business.
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