Lesson 1 – From the 11 lessons we learnt in 18 years
The 11 lessons I learnt:
- Effectively targeting your ideal customer
- Using Analytics to measure success
- Calculating Marketing viability to guarantee success
- Web design is best done by those that understand more than just design.
- Importance of Conversion Optimisation
- Pay Per Click marketing to generate immediate ROI
- Search Engine Optimisation + content = long term authority and ranking
- Using social Media to influence
- Email Campaigns (cheapest form of marketing possible)
- Getting customer reviews online to build brand reputation
- Display marketing and re-marketing to maximise your on-line activity
- Digital Strategy to bring it all together
Lesson 1 – Targeting effectively
The modern consumer is tech-savvy, up to date and is very much mobile. This produces ever evolving challenges for you to keep up with an ever changing digital landscape. The challenges to be found on-line faced by both senior management of large organisations and owners of small and businesses alike is multiplied due to this complexity.
Over the past decade power has shifted from the businesses who would traditionally use “disruption” based marketing i.e. tv, radio, flyers, cold calling, to disrupt the consumer and push a message or promotion onto them. Consumers have driven this change aided by search engines, social media and other “opt-in” style marketing. That is the consumer is pro-actively seeking and our role as modern marketers is not to just be visible when they seek, but to actively pull them to our brands.
Given this we need to understand who our ideal customer is. Before doing any marketing or any activity we must understand who our ideal customer is so that we can tailor our messages and make them relevant to our target market,otherwise we are setting ourselves up to fail from the get go. Think about your favourite hobby for a second, if a piece of marketing material sent to you had content mentioning this hobby would you be more engaged than if the message was about the latest craze, pink bananas.
- Who is your ideal customer?
- Socioeconomic status?
- Problems in their life your product/service will resolve?
- Benefits to them of using your products/service?
- Where do they hang out?
- What are their hobbies?
- What is your Unique Selling Proposition(USP)
- Why did your existing customers choose you and why did they stay?
Understand your ideal customer(s) and you will be able to create sharp efficient marketing campaigns, else risk throwing money down the drain. This not only helps your marketing activities but the benefit extends to improving the way your business operates as well as up-selling and cross-selling to your customers more successfully. Now that we have this vital information it will form the basis of any message we craft to go out in marketing, whether that is digital, tv, print, radio etc
Stay tuned for more articles coming over the next few days and weeks covering these critical lessons. We will show you how to use the information uncovered in this article in the lessons to come, the next email will be titled “Analytics or failure, you choose”. If you haven’t subscribed yet, then you can subscribe to our link through the newsletter subscription on the right and you will receive the other 10 lessons I learnt over 18 years in marketing.