Checklist: When to Boost Personalization in the Client Experience

The topic of Bro Marketing has been showing up a lot in my Instagram feed recently. I’m so glad to hear entrepreneurs talk about avoiding these scammy tactics.

When we break down bro marketing into it’s most basic form, it’s a way to convince people to sign up for an offer without thinking about whether it’s a good idea or not (and if they did they would realize it’s not a good idea in most cases).

Bro marketing will never make sense for impact-driven businesses.

But you know what also doesn’t make sense for impact-driven businesses? Executing a Bro Client Experience.

This is a client experience that benefits you as a CEO (or your team) by improving time efficiency at the cost of a less than ideal experience for your clients.

I give a real world example of this in my latest podcast epsiode here:

But I also wanted to put together this checklist for you to help you determine if your client experience could benefit from less automation and more personalization!

You can download a copy of the checklist here to use and share with your team.

Now, you may be thinking, “Kay I have hundreds/thousands of clients. I can’t possibly offer each one a personalized experience.”

But you totally can!

All you have to do is reframe this concept from “I have to reach out personally to each client” to “I have to reach out to a sample of clients who are exhibiting the same behaviors as the larger group and get feedback from them.”

Here are a few ideas – take what you want:

Don’t pre-schedule all of your weekly group prompts

If you find that responses to your weekly group coaching prompts drop off, consider that something isn’t resonating and try to figure out what it is. Don’t just let the rest of the weeks in your program go on with no responses (or minimal responses).

You can’t automate your way out of this type of situation; but you can personally reach out to a handful of clients and ask them why they have (stopped) engaging. You can then use that feedback to make real-time adjustments.

Reach out to clients when they stop engaging

If you notice some of your clients used to respond to prompts all the time but have since gone quiet – reach out and ask if there is anything you can do to better support them. Encourage them to give you honest feedback so that you can use it to improve the experience for them and others.

Find out why modules and tasks are incomplete

When you’re looking at client activity on the backend of your portal, if you see that video modules are going unwatched and tasks are not being completed get curious and find out why.

It probably isn’t a reflection on the content you created, but rather a disconnect for the participants about the amount of time they have to work through the tasks, the level of accountability they need, or an expectation that was not quite aligned.

You can only improve completion metrics if you understand where the issue lies. But when you do improve this metric you’ll know your clients are having the full experience as you designed it to be received for maximum impact!

Provide unprompted support

If you see engagement and completion lagging for your offer remember you are the CEO and it’s up to you to fix it. This might mean starting to offer support in ways that you didn’t plan to.

For example, you might have a digital course that you sold with zero live Q&As.

However, if you see that your participants are struggling, you might host an impromptu Q&A to see what questions people have and where they are struggling.

I would not look at this through the lens of “I only charged $300 for this program so I can’t possibly offer a live Q&A for that price.”

Instead I would flip the script to, “My clients paid me $300 each for this program and if they are not completing it the way I thought they would, I want to find out why so I can make sure they still have a meaningful experience.”

Remember, you’re here to deliver an impactful client experience not a bro client experience.

This means caring that your clients achieve results, not just moving on to the next launch.

Use Quizzes and Advanced Profile Building for Automating Personalization

Companies that have offers with hundreds or thousands or hundreds of thousands of customers use a marketing tactic called Advanced Profile Building to help automate the personalization process.

Right now you may be thinking, “Automate personalization? How does that work?”

It’s where you use quizzes, surveys, and other data collection methods to build a profile about your users over time.

A simple example of this that I use for most of my clients is tagging users based on what they click on in emails.

If a client sells nutritions services for hormonal health, I might start building an advanced profile based on things like infertility vs menopause. If a segment of users clicks on links about infertility I’ll tag them as interested in infertility vs. the segment of users who click on topics related to menopause.

The personalized marketing messaging for those two segments will be very different.

You can adapt this to people already inside of your offers.

For example, if you have video modules about nutrition and also meal plan downloadables and you see people downloading your meal plans but not watching the videos, you might send that segment of users an email sharing how the meal plans are related to specific video modules and why those will be beneficial to watch.

The whole goal is to make sure you are doing what you can to make the experience feel personalized for your big groups even if that personalization is based on a bunch of automation.

Yes, this can be a lot of tedious work thinking through the segments, setting them up, and collecting the data – but just remember you’re doing it because you want to deliver the most impactful and beneficial experience for your clients.

I hope you found this checklist and these tips helpful.

For more like this you can follow me on Instagram @KayAllenCarr!

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