marketing tips
Follow
Find tag "Segmentation"
2.6K views | +0 today
marketing tips
developing more effective ways to attract and retain profitable clients.
Your new post is loading...
Your new post is loading...
Scooped by mcgrawmarketing
Scoop.it!

5 Easy Steps to Make Your Customer Communications 20 to 30% More Influential - Silver Bullet Group

5 Easy Steps to Make Your Customer Communications 20 to 30% More Influential - Silver Bullet Group | marketing tips | Scoop.it
(Enhanced Rule 25 in 42 Rules of Product Marketing)By Michael Cannon We have all seen the research reports from IDG, AMA, etc. that say less than 50% of our customer communications, content and sales conversations, are not relevant to their needs, and … Continue reading →
mcgrawmarketing's insight:

Very good post that focuses on very real, practical issues.  We sometimes get so caught up in the campaign at large that we forget to focus on the campaign at the audience level...specifically at the segment/persona level.  And that creates content, messages and offers that are more relevant and valuable to some...and way off base for others.

 

Do you have a process in place that helps you stay focused on the segments/personas rather than the audience at the 60,000 foot level?

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

It's Time For CMOs To Tap Into The Power Of Personalization

It's Time For CMOs To Tap Into The Power Of Personalization | marketing tips | Scoop.it
According to Forrester Research, U.S. e-commerce sales are expected to hit $370 billion by 2017 – that’s 10 percent of retail sales.
mcgrawmarketing's insight:

Great post.

 

I’ve been involved in marketing for more years than I sometimes care to admit – but to give you a hint, it was in the early days of “1 to 1 marketing is key”. And over the years, the technology has been there to offer relevant, personalized content – within certain parameters and under certain limitations.

 

That’s just going to require marketers to do a better job of segmentation, developing accurate personas and then thinking about (and testing) messaging and offers as well as presentation.

It can be done. It takes some time to develop the personas, messages and offers as well as the test plan.

 

My hope is that this becomes a huge area of differentiation for businesses in the coming year…because the data is there, it just needs to be put to work.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Five reasons Personas matter to your brand strategy.

Five reasons Personas matter to your brand strategy. | marketing tips | Scoop.it
What is a Persona and how are they developed? Personas are fictional characters used to represent specific audience segments that interact with the brand, typically decision-makers or influencers in the purchase decision.
mcgrawmarketing's insight:

Great post - especially because it leads with the benefit of humanizing your target audience.  Once you go deeper, beyond the stats, and put a personality and a face and a name to each segment you wish to serve...you start thinking long and hard about how you can offer a better solution and how you can speak with them about relevant topics.  You start to care for the person in a much deeper way...heck I have seen companies create cut out photographs of their personas, place them around the office so everyone is reminded and then take the cut out photographs out on the town.  I have seen people argue over whether or not the persona would like black olives on their pizza.  I have seen people throw surprise birthday parties for their personas. 

 

And I have seen all that produce better, more effective work and results.

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Tell Me about Your Customers – Identifying Buyer Personas | Wood Street News & Blog

Tell Me about Your Customers – Identifying Buyer Personas | Wood Street News & Blog | marketing tips | Scoop.it

"When launching any marketing initiative – web design, mobile landing page, print campaign, social media marketing – it is always important to know your customer. This applies to any type of organization or business."

mcgrawmarketing's insight:

Note from Pat: I would STRONGLY recommed that you use this type of information when building your business - specifically your product, pricing and distribution strategies.  Because if you built something that "Pete", "Jennifer" and "Brad" don't want or need, your promotional efforts are a waste of time and money.

 

Knowing your customers - and I am talking about demographic, psychographic, behavioral - is the foundation upon which you will build a very successful business.

 

Do you agree?  How do you use buyer personas to drive product development?  And pricing strategies?  And distribution strategies? 

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Why Marketers Are Keeping B2B Buyer Personas In the Closet

Why Marketers Are Keeping B2B Buyer Personas In the Closet | marketing tips | Scoop.it
Many marketers have buyer personas that they're not using -- mainly because they're simply unusable in a B2B complex sale situation. Find out more about creating useful B2B buyer personas.
mcgrawmarketing's insight:

Buyer personas are a company-wide initiative - they help everyone deliver a more consistent, relevant, valuable experience to the customer.  (Which is also why you want to have everyone using the CRM so that the customer's interactions are documented).

 

Best part of the article:
"If we build personas in this way, then they become instrumental in the development of our content strategies and marketing programs. But there’s another bonus to be had from the intentional development of buyer personas as a tool.

 

They’re useful to customer service, to salespeople, to lines of business, to product development and R&D. And, if you involve them in the process, they’ll have an investment in helping to apply them to the business in ways that count."

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

If It Wasn't the Pregnancy Tests, Why *Did* Baby Catalogs Start Arriving at Our House?

If It Wasn't the Pregnancy Tests, Why *Did* Baby Catalogs Start Arriving at Our House? | marketing tips | Scoop.it
The surprising story of how our data got us made as parents, before we'd actually told anyone we were going to be parents
mcgrawmarketing's insight:

This article offers great insight into list selection...and a reminder that there is a lot of data out there that can take you closer to your ideal customer and further away from too broad of a target.  (Read the article and imagine if the catalog used demographics only rather than buying history of related products.)

more...
No comment yet.
Scooped by mcgrawmarketing
Scoop.it!

Improve your Targeting and Tell a Story By Creating Buyer Personas

Improve your Targeting and Tell a Story By Creating Buyer Personas | marketing tips | Scoop.it
Tips on creating buyer personas to improve your marketing strategy and content marketing development.
mcgrawmarketing's insight:

Note from Pat: Yeah, I'm on a persona theme this week.  Maybe it's based on a conversation I had this week.  The person is responsible for marketing at a $100+ million business and their response to "...who is your audience?" was "males and females between 20 and 65 that live in the US."

 

You need to segment.  You need to prioritize so you can focus on the best opportunities.  And you need to have a better understanding of those segments within the total audience because they are going to respond to different things. 

 

Some are price sensitive.  Others are all about quality.  Some want speed or value or status.

 

Some can make the decision to buy all on their own while others need to convince others in the organization to support the purchase.

 

So forgive me for focusing on a theme...but it's an important topic.  How are you learning as much about your audience (and segments and personas)?

more...
No comment yet.