Before you can implement a marketing strategy or outline your campaign goals, you need to determine your target audience. Defining your target audience will help you select the best platforms to utilize and the right message to send. Understanding which audience you should target can save you time, money, and resources in the long term.
You’ve likely heard the admonition before to “walk a mile in someone else’s shoes”. The expression indicates the importance of understanding other people’s experiences, challenges, and thought processes before judging them. This often brings about a perspective shift once we understand a little more about another person.
When it comes to marketing, the expression “walk a mile in someone else’s shoes” still applies, but perhaps we can tweak it slightly to say “walk a mile in your customers’ shoes”. The goal is still a perspective shift — this time from thinking like a business to thinking like a customer.
When you think like a customer, you can be more intentional with your marketing. By addressing a customer’s wants, needs, challenges, and desires, you’ll ultimately become a more relevant resource in their lives.
The importance of branding is key to running a successful business. It is the way that consumers identify with you, your product or service, and recall a need for what you offer when the time arises. Branding is essentially your identity in the marketing world and how you leave an impact on consumers. There are several ways to solidify your brand and here are just a few:
Businesses often focus their marketing efforts on obtaining new prospects and leads, but it’s important not to overlook the current customer base. Your current customers are one of the most important assets your business has. Because they are already familiar with your brand, product, and services, you’ve already tackled the first hurdle in marketing of making people aware of your offerings. In fact, studies have shown that the probability of selling to an existing customer is 40% more likely than converting someone who has never purchased from you before.
Now it’s just a matter of engaging those existing customers to form lasting relationships and loyal customers.
Loyalty marketing strategies aren’t new. In fact, the practice of incentivizing customers to make a purchase in exchange for a gift or discount dates back to the 1700s. In 1929, General Mills® brand Betty Crocker™ began offering Box Tops to be collected and used in exchange for discounted flatware. In the 1980s, one of the most famous loyalty programs, the frequent-flyer program, was established. By the mid-1990’s, loyalty marketing programs had become a fixture in mainstream marketing programs.
Today, loyalty marketing continues to be a successful marketing strategy utilized by small, local businesses and large, international corporations alike, offering free gifts, discounts, and exclusive access in exchange for making a purchase, referring friends and family, sharing a post on social media, and more. Here are 5 ways loyalty marketing can benefit your business:
Most marketers today are well-versed in the game of personalized marketing content. For the past decade, we've been told to customize, customize, customize. A reported 86% of consumers say that personalization influences their purchase decisions. So why are we now hearing rumors of undoing those foundations?
The answer is simple: Personalization works, but only if you do it well. The majority of consumers understand that emails, ads, and notifications are sent out automatically and en masse. They will quickly pick up on mistakes like a greeting with their name misspelled or, worse yet, with an [INSERT NAME HERE] still showing. This can have the opposite effect on your target audience and, ultimately, turn them off from your specific call-to-action (CTA).
While it is true that customization works, doing it well is a whole different ball game. Trying to fool your customer base never ends well. Instead, take the following steps to come across more genuinely with your audience.
As the digital age evolves, many words and ideas emerge that leave most people scratching their heads. We could write a dictionary about all the cutting-edge lingo, but today we are going to break down the difference between “Geotargeting” and Geofencing”.
These two terms are commonly used interchangeably, however, this use is incorrect. While both have the prefix geo – meaning earth, ground, global, etc. – targeting and fencing have two distinct goals when it comes to capturing your target audience.
Brand messaging has the power to create lasting connections with consumers. While brand voice is one of the most important aspects of establishing a brand identity, the brand tone is key to executing your message effectively. Unlike brand voice, which should remain constant, the brand tone can and should change. It provides the nuance necessary to appropriately communicate your brand message, in alignment with your brand voice, depending on the context. For example, the way you address a customer complaint should differ from the tone used to announce a new product or promotion.
This year has required a lot of adjustment for individuals and businesses alike. As our daily routines were disrupted, many of us had to pivot in one way or another in order to adjust to the times. The changes trickled down to every aspect of business, marketing, consumer behavior, and more. It's safe to say that we were all affected in some way or another this year.
While some of these shifts were painful, there are some interesting dynamics about the year that we think will continue into 2021. It is never easy to predict the future (2020 has certainly proven that), but we think some of the shifts that were made this year — especially in the world of marketing — may stick around for awhile or, at a minimum, influence consumer's behavior in the new year.
Here are some areas of focus that make sense for your business in today's marketing landscape:
Which way will the holiday shopping winds blow this season? Dare we try to predict a single thing in the year 2020? Will customers be more frugal after a tough year, or will they be elated with holiday joy and rush to complete their lists? There are plenty of things that nobody knows, however, there are factors that are certain this season. Here are our marketing recommendations for the 2020 holiday season that you won't want to ignore!