What is the buzzword for marketing as we head into a new year? The heck with buzz. I will guarantee that you will always be successful with your marketing endeavors if you follow your target audience … their behaviors and what turns them on and off. So let’s be clear on a marketing approach that will last forever. Not buzz. Not technology invoked. It is simply “Target Audience Marketing.”
Target audience marketing means that your position, communication, and entire user experience performs for your existing and potential customer base’s needs, wants, and desires. In the words of Tony Hsieh (CEO of Zappos) you exceed expectations. In agency speak; we call this surprising and delighting the customer. Let your customers know you want them and value them.
Nothing makes a person feel more wanted than providing a personal touch. Something that says I recognize you as an individual with a unique lifestyle and interests. How does it feel when someone actually reaches out to you and shows they know something about you and crafts a message for you based upon this knowledge as opposed to mass marketing? It feels pretty good. It makes you feel wanted.
Today, you can capture information about people very easily. People unveil characteristics about themselves in their social profiles and their post. Take time to look at their social presence.
Intuitively, most people know this is a winning approach that will yield successful results. But a majority of marketers are scared off fearing that way too much time is necessary. I hear you. Scaling personalized marketing is definitely a challenge.
I can recommend how to scale personalized marketing. But first, let me ask you a question. Did you send out holiday cards this year? Did you send bulk cards or did you personalize them? Did you have time to write a note of personalization?
What if you committed to sending one, two, or even three personalized messages to individuals in your target audience per day? How much extra time would that really take out of your day? By the end of the year, think about how many people you reached out to as individuals. Think about the opportunity to convert sporadic customers to loyalists. Think about the opportunity to touch people such that they become your advocates and do a good portion of your marketing for you – for free – and most compelling given they are objective sources.
I am suggesting that a little bit of personalized marketing each day goes a long way. I can attest to the fact that it works. Think about what it means to network with people in your professional life. Networking means keeping in touch from time to time. Not looking for immediate payoff. But over time, keeping in touch with peers and professionals pays dividends in the long run. I am suggesting that you do the same exact thing in the marketing of your brand. A little bit each day will enhance users overall experience with your brand.
You can scale personalized marketing. It takes commitment day in and day out.
Make It Happen!