Targeting is serious business and it can have serious implications on your marketing results. Whether you are preparing for archery or marketing, aiming at the right target yields infinitely better results.
Obviously a bullseye is the ultimate goal. But looking at the image above, even being in the red or blue is better that being on the ground. So how do you do it? Well I don’t have a clue how to shoot a bow and arrow, but I do know how to target in marketing. It’s actually the first step in formulating your strategy. Here are three quick targeting suggestions. Targeting should:
- Establish who should get the message
- Make the message relevant to that audience and resonate with them
- Allow everyone to manage how you communicate with them
- Repeat steps 1-3
In item one above, you simply need to know who you are trying to reach. Your message to your current exhibitors/clients is different than that to your hot prospects, attendees, partners, vendors, etc. Determine if you are communicating to all clients, a specific subset, new clients within the past 2 months, etc. They will each have different things they care about.
For item two it’s all about the words you choose and how to spur your target (the who) to take a specific action (the what). Speak to the target in their language in their terms. It always boils down to WIIFM (What’s In It For Me). Make them care and make it easy for them to get the answers or information they need. In other words, make it relevant and make it all about them.
For item number three it means you let people opt-in to your email and communications efforts, allowing them manage the kinds of information they receive. While some people may opt-in to receiving your newsletter, they may choose to opt-out of your product updates. It’s critical to develop multiple communication streams and to put the power in the hand of your recipients so they can choose to receive the information that is relevant to their own personal interests. Otherwise they may choose to unsubscribe totally, and then you have legally lost the ability to communicate with them. If someone does unsubscribe from all of your communications, you may have missed your target and he or she should not have been part of your target segment anyway.
Finally, take a step back and evaluate your results. Continue to repeat and refine the process until you are seeing the results you desire. Simple right?
What’s the most or least targeted communication you’ve ever received?