Target Your Messages
Selling more efficiently because targeting the right customer with the right product, with the right message in the right way. The old saying in the real estate business – “The three most important things in real estate are location, location, location.” In marketing the three most important things are targeting, targeting and targeting. To create targeted messages, you first have to identify your audience – who are you talking to? We use a variety of data (demographic, psycho graphic and behavioral) to divide your customers into distinct groups based on similar characteristics, needs or actions. By design, each group has fairly similar needs, so one can assume they will respond consistently to a given marketing tactic. They are likely to have common reactions, feelings and ideas about a specific message. They are likely to respond in a fairly predictable way to a marketing campaign focused on a specific product, sold at a given price, and distributed and promoted in a certain way. In order for this approach to really work, one need to understand some things about each of your targets:
- What are the similarities within the group? How are individuals within the group alike? What is common among them?
- What are the differences between the groups? How do the groups distinguish themselves?
- How large is each group? Can you reasonably estimate the size of the group? Can this be validated?
- How accessible is each group? Is there a direct (or indirect) way to reach the group?
We use this kind of targeting to improve the focus and impact of your marketing activities. Understanding how different groups of customers perceive their problems helps define your messages more clearly. Understanding behavior helps to select the right marketing activities to reach your customers.
Technology also allows to target your messages in ways we couldn’t even dream of before we had the Internet. One of the challenges marketers have is how to manage customer lists. How do you segment your lists in a meaningful way without ending up with multiple competing, overlapping and sometimes redundant lists?
With marketing automation tools today, we directly “tag” your customers to indicate what they’ve done, what they’ve recently bought, what they did on your website, and so on. With this information we specifically target your communications to them. We can communicate to your customers in ways that matter to them. And your messages are more effective at breaking through because your customers are actually interested in what you have to say.
Targeting can significantly increase your ability to close the deal. We can help you increase revenue and profitability. You can sell more efficiently because you are targeting the right customer with the right product, with the right message in the right way. After all, isn’t that the point?
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