Why marketing is getting personal
Chris Whife 3rd October 2016
One of the best things about a really good DaaS service is that it helps you mine all kinds of information about your potential client, including the kind of information that allows you to personalise and target your marketing more effectively. But why is personalisation so important? And does it really make a difference?
It may seem strange, especially considering just how much information is out there for people to find, but consumers, in general, are becoming more discerning. Traditional advertising, which would, at best, target a certain demographic, is becoming less effective as people look for reviews written by peers, rather than trusting a spec sheet, for example.
Cue the re-emergence of direct marketing, a sub-sector of marketing that was seemingly on its last legs thanks to the vast world of online advertising. Ironically, online marketing has had to become direct again, due to ad blockers and people’s ever-increasing advertising disillusionment.
Because people want to hear a story rather than a sales pitch, making that story personal and relevant to them is far more likely to grab their attention than a banner ad, for example. And it makes perfect sense – people like to know you’ve gone to some kind of trouble to find out what suits them. Your broad demographic targeting may have a few hits, but really personalised, targeted direct marketing is going to hit many more people closer to home and generate much more interest in your product or service.
So how do you go about personalising marketing?
Step 1: Find out all the information you can about your target audience.
This is where a great DaaS service can come in handy. The more information you have access to, the more specific you can become in your targeting. Of course, it could mean you market to only a couple of hundred people at a time, versus a few thousand who fall into a broader demographic, but with B2B lead generation capability that is between 75% and 100% for a well-thought-through campaign, compared to anywhere between 5% and 15% for the broader category, you’re likely to see significantly more sales for your efforts.
Step 2: Treat your campaign like a content plan.
Rather than trying to come up with a genius slogan that will grab attention, treat the campaign like a conversation. You just want to have a discussion with your potential client. Don’t go for the hard sell – in fact, for the first communication, you might even want to avoid selling at all – maybe just some discreet contact information. Leave the selling for the follow-up (always follow up!) and just strike up a conversation about a topic they’re interested in.
Step 3: Don’t be afraid of multiple campaigns.
The more specific you can make your targeting, the better. This may mean you end up thinking of three, four, five or more content campaigns that would work for different sub-demographics. Go ahead and use them all. If you’re looking at a significantly higher sales generation rate, there’s no reason why you need to only target one group of people at a time. Of course, you could try one campaign to gauge its effectiveness, but keep the other ideas ready to go as soon as you see how effective it is.
The face of marketing and advertising is changing faster than any of us could have imagined – and so is the face of sales, as a result. Over the next few weeks, we’ll delve into sales, marketing and advertising to show you new and interesting ways to generate more business.