Rhys, Marcus and Luke discuss why it is so important to target your markets and put out marketing campaigns that will appeal to each audience.
Marketing is ultimately about human beings, not simply keywords and data. Although the latter two do have to be factored in, they should not be the sole focus of your marketing.
Marcus kicks off the episode with an anecdote about his trip to India, specifically the VISA confusion that he faced along the way. *Although this may not seem directly linked to audience marketing, the moralising point is that search engines do not adapt to your situation, and this is usually the same with marketers – they often target keywords, not humans.
This is criminal in today’s market.
The timing of marketing and wasted spend is then discussed. It is pointless putting out a Christmas sale in June, or blanket marketing on Facebook, as it isn’t targeted and is likely to lead to an unnecessarily high wasted spend total.
Following from this, Marcus lists some key points that you must know about your audience which break the parameters of data collection. These include understanding who they are, what they like and why they buy from you and not your competitors. This level of detail, which can be easily given by a CRM, needs to be sought in order for successful targeting of customers.
Prospecting is the next topic to be addressed. It is not easy to understand potential customers, which can be a stumbling block in the process. However, you can in-depth data you have on current loyal audiences to find similar audiences of potential customers. This is simple but effective as there is likely to be a fair bit of overlap between said audiences.
Understanding how people like to be marketed to is a key part of strategising your campaign. Whilst some customers may like direct mail, others may prefer email, so a balance must be sought in order to maximise the effectiveness of your campaign. Their journey with your brand is also an important point. Remarketing to customers who are unlikely to purchase and have little interaction over long periods of time can lead to huge wastage.
Finally, setting up goals on your website and tracking customers’ usage of it can give important data points on people’s engagement which can shape your future marketing.
The key takeaways:
- Use the tools you have available: Google Analytics and CRM for example. Make CRM the nuts and bolts of your business.
- Look at like audiences. Find a good audience, get the lookalike audience and scale it. This is all feedback from your CRM.
- Get a coffee booked in with your CRM manager. CRM is a powerful tool and should not be looked down on.
- “You can’t be doing effective marketing if you haven’t got a good grip on your CRM strategy.”
*Since this episode was recorded, Google has introduced BERT, a technology which enables anyone to train their own state-of-the-art question answering system. Ground-breaking!