Do you know WHO they are? WHAT they are looking for?
WHERE they are looking to find it? WHEN they are looking for it?
Get ANY of these questions wrong… and your chances of connecting with and converting “them” into new customers drops dramatically.
When you don’t understand exactly who you are trying to reach, or what they need, it won’t matter how good your “marketing” is. Even if you do know who your ideal customer is and what they are looking for, you need to know where they hang out so their eyeballs will actually see your offer.
On top of that you should be prepared to speak to them right where they are in the customer journey. They may be at the beginning of the marketing funnel just learning who you are, or at the end ready to buy.
You may have also noticed… Search and Social have dramatically changed the way we shop and connect with brands.
Search engines, (lets just say Google), have become so intelligent it can quickly display the best content to help us with our problems and desires. Social media, (like the 800lb gorilla, Facebook), can attract and engage us with soltions we didn’t know existed – as well as help build trust with peer reviews and recommendations.
Building an effective Search and Social strategy are just two main ingredients of a larger marketing ecosystem that should be:
- based on consistent Visual Identity & Brand Experience
- centered around a Conversion Focused Website
- using Inbound Marketing practices to grow brand awareness, acquire leads, and make conversions.
A marketing ecosystem (like Rome) is not built in a day.
Once a strategy is researched, developed and prioritized, we can begin adding each aspect, (as your budget allows), all while testing and refining – based on real data and user feedback.
To reach the right audience with the right content, through the right channels, at the right time a comprehensive marketing ecosystem is no longer a luxury in today’s competitive business environment. It’s a necessity.
Do you know WHO they are?
First, consumers want to connect with brands that are authentic, transparent and offer something of value. So it should go without saying… be real and be good.
Second, you need to know who you are and why you exist. If you don’t, it will be seriously difficult defining your value proposition and positioning, which determines your messaging.
Third, you can’t be everything to everyone, so you will need to figure out your core audience(s) by creating a customer persona profile for each target market.
Do you know WHAT they are looking for?
Viewers are searching for solutions. Your content should be optimized for search engines, using targeted keywords and phrases that align with your business goals.
When they do find you, your content only has a few seconds to engage viewers. It should be easily “scannable” and in the voice your audience can relate to, free of any “industry speak”.
Do you know WHERE they are looking for it?
Reaching new and existing customers has dramatically changed in recent years. More than ever your audience is spread out across various online and offline marketing channels.
New data-driven, “inbound” marketing methods are being integrated with – or entirely replacing – traditional “outbound” methods, (depending on the industry and business goals).
Targeting the appropriate channels, where your customers are active, with the right marketing methods is an extremely effective way to attract, engage and grow your customer base.
Do you know WHEN they are looking for it?
Viewers with different needs interact with your marketing ecosystem throughout each phase of the buyer’s journey – and hopefully multiple times.
New viewers, not yet familiar with your product or service, need brand awareness and trust built. Existing customers can stay engaged becoming brand advocates by sharing content.
Marketing funnels can be set up for each phase with solutions that offer value, while building a relationship and converting leads to the next phase of the buying cycle.