Successful marketing focuses on a single goal and sticks to it. As more companies catch up with the latest online marketing practices, the more important targeting that goal becomes. You need your message to shine through as something special. This isn’t easy to accomplish, but if you are able to narrow down your goal and focus, you might just have a chance at sparking some new business.
1) Laser focus on your goals
If you’re just starting out, try to keep it simple. It is best to define profile(s) or personas for each product or service you have. This will make sure your messaging is hitting the right audience. There will be some crossover—ignore that for now. Define the audiences that would benefit the most from your services.
2) Building a profile or persona
Not sure where to begin? You should review your forms to see what type of data you are collecting from people on your website. Building a profile from the data you collect today means you can start using these profiles immediately! That’s gold. A little more on personas HERE.
Waiting for things to be perfect doesn’t get you anywhere. Now that you’re narrowing down your segments you’ll need to look at your priority.
Depending on how many products and services your company offers you should have a pretty decent list. You’re going to notice there’s a lot of overlap between these segments. Start grouping the really similar ones and see if you can work messaging that hits them as a group.
This will help to keep things simple right off the bat. Most marketing managers don’t have time to build out a unique campaign for each profile. This will come later.
Think about the similarities and how you can provide value to each group without getting too granular, to start. Getting too specific at first will just be perceived as noise—especially early in the buying cycle.
Remember that goal you defined at the top. Look back at that and at the groups you have now. How does everything line up? Start building out the messaging for each group.
5) Stick With It
You’ve defined your goals and your segments. You might be second-guessing yourself, everyone does. It is important to stick with what you’ve defined. If you don’t, you’ll always be outguessing your results.
By gathering 4-6 months to a year of data on these segments you’ll be able to make more educated decisions about future segmentation and goals.
And as they say “Rinse and Repeat”. Each cycle should bring better results with data driven decisions. The data grows, you learn more, get more granular, discover more segments and adapt. This is where the fun starts. Of course, all this is much much easier with a marketing automation platform.