In the world of marketing the difference between marketing strategies has become less and less different. Each strategy consists of small portions of each strategy combined to make a hybrid marketing strategy that doesn’t deliver the kick it needs. While the ingredients used are effective combining the small portions of different recipes together doesn’t really fill the need, and that’s what target marketing does. There are two ways target marketing can be used for ideal performance:
Target Marketing – Marketing The Individual: First lets start of with a check list of items you’ll need
- Choose the product/products you want to market. If you have a service or only 1 product use that.
- Start off by creating some demographics of who would is the right fit for the product? Remember don’t be afraid to cut out people who don’t fit the demographics!
Here are a few questions to ask when putting together those lists:
- Are your target customers male or female?
- How old are they?
- Where do they live? Is geography a limiting factor for any reason?
- What do they do for a living?
- What is the company’s yearly revenue? This is very important because this confirms if they can afford what you are selling or not.
- What other aspects of their lives matter? What’s their pain point? What do they stay up night worrying about?
- Choose the best current content you have that can be used for this campaign. Don’t just use white papers and data sheets vary the type of content they will be receiving. Also what type of content can we re-purpose? Have an awesome whitepaper? AWESOME! Let’s see if we can make it into an infographic or whitepaper! Ideally, we want about 5 to 10 assets total. A lot of this will depend on the product and the amount of information we want to get across. Remember we’re going to be using hard-hitting facts that get straight to the point, not too much fluff!
- So we know the person, we have our assets the rest is simple! Just hit the send button! Before we rush into it remember all parts are equally important so let’s not rush into the send campaigns. We also want to make sure we have enough time in between the each email so there is enough time to consume all the information we send. Ideally we want to send 1 asset every week. Remember, lets make sure we get our ducks in a row before we hit the send button.
- In the kitchen, presentation and plating counts as well as the ingredients used! So let’s start looking at the assets and see in which order we want them delivered. Also, at this point we want to start making a list of action words that we can use for engaging Subject Lines! At this point we also want to start looking at the design and the User Experience (UX). The pathway that a prospect follows is just as important to the overall campaign. A quick checklist of items before we hit send.
With this version of target marketing our focus is on the person. We want to make sure we talk to them in every email on a human level. Let’s connect with the pain points and let’s offer solutions that will put their mind at ease. Today’s consumers are more marketing-savvy than ever before and when we take time to understand their need and address it, they are more likely to engage back with us.