Do Not Apply A 'OneSizeFitsAll' Approach To Your Marketing
A common mistake many companies make is taking a one-size-fits-all approach to all of their marketing efforts. In other words, the company has created a single marketing strategy, uses mass marketing techniques, and uses the same messaging for everyone who sees the ad. Yes, this is a simple approach that saves you the time and effort of tailoring your messages to specific audiences. However, if you want to maximize your return on marketing spend, the additional initial investment in building customer personas (sub-audiences) and customer flow (top-down funnels) pays off quickly. So don't be wise in the short term and don't be stupid in the long term. The more you tailor your messages to the right purpose and where they are in the buying process, the more you can support your marketing efforts on steroids. This post will help you understand how to do it.
What is a customer profile?
A customer persona is a subset of users who buy your product or service. If you're in the consumer business, it's probably male versus male. Female or older consumers vs. target young customers or the products that interest them most (e.g. coffee or tea drinkers). If you're a B2B company, these could be customers in a specific industry, buyers at different levels of the organization (like executives and supervisors), or companies of different sizes (like corporations and small businesses). Each of these audiences should receive marketing messages from you that are directly relevant to them.
What is the customer journey?
A customer journey is the path by which a customer researches, evaluates, and ultimately purchases a product or service. A customer who is looking for what they need is usually at the top of the funnel, a customer who knows what they want and is considering multiple vendors or solutions is in the middle, and a customer who is negotiating considering and ready. Click on the trigger, - in the bottom channel. Why is it useful? Your marketing messages should be tailored to where they are in the customer journey.
Those at the top of the funnel need to know why they need a solution in the first place, those in the middle of the funnel need to know if your product is better than other products on the market, and those at the bottom of the funnel need to know. , which can be activated through a promotional offer until the end of the month to save 10% on purchases.
And the marketing tools you use to communicate with them range from mass marketing strategies (e.g. TV, radio, print, search engines) for sales to personal marketing strategies (e.g. email, phone calls). Therefore, an essential part of personalizing your marketing messages is knowing which medium is best suited to communicating the customer journey and goals.
This article on managing your marketing funnel and media mix will help you walk through the process.
What is marketing personalization?
Bespoke marketing means you need different marketing creatives for each sub-audience. Let's say you have three main characters and three levels. And in those ads, use images and text that really resonate with your audience. So when speaking to men, use male role models in your creation. When you speak to elders, include elders in your creation. If you are driving a specific industrial use case, talk to industry experts about your innovation. When speaking to managers, promote the strategic benefits of your product rather than tactical features that are best promoted to lower-level employees. Understand: don't spray and pray. Focus on targeting and messaging and your sales will skyrocket.
What can you expect from the customization?
With each level of customization, you can expect higher conversion rates and ultimately more sales. For example, let's say a one-stop approach allows you to convert 10% of your leads. By showing customer portraits, you can convert 20% of your leads. And the extra layers in Customer Journey Messages allow you to convert 30% of your leads. The better you draw your pencil, the higher your earnings will be. This is where any good marketing agency can help you.
Monitoring is key.
Setting up the client, journey, and creative staff is only part of the exercise. The other section tracks the results of these secondary audiences. So when setting up campaigns, URLs, or any other conversion metrics, make sure you set up appropriate tags and tracking so your CRM can easily see how different people are working to get more sales. You can see that each character has the same qualities and deserves the same attention. Or you may find that some characters perform better than others and require more attention and budget, diverting effort away from your other less-performing characters. Therefore, in all cases, the devil is in the details and everything needs to be monitored and optimized.
Final Thoughts
The concepts presented in this post are at stake in the marketing world, and I'm amazed at how many fledgling companies are unaware of them. If you don't, you could be wasting a lot of marketing dollars. Or at least get a not as high ROI as you should. So hire a strong marketing team or hire a strong marketing agency for your business. Here they can lay the foundation and ultimately align you to greater marketing success. force it!!
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George Dibb is a Partner at Red Rocket Ventures and the author of 101 Startup Lessons - An Entrepreneur's Guide .
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