Tag Archives: advertising

Target Audience and Strategic Content Creation

Market Segmentation Is The Process Of Clearly Defining Your Target Audience

Building a brand is useless unless you target the right audience, in fact buyers won’t contact a business until 57% of purchase process is complete…

And that is only one of the reasons why the right target audience with content marketing is so important.

You need to capitalize on real-time marketing opportunities you can’t afford to miss out.

This significantly makes all the difference for developing your strategic content creation…

The process of target audience analysis is identifying your target audience by understanding target audience characteristics…

You’re going deeper into creating your target audience profile by asking why your product or service solves their problems?

  • You need to create relevant, valuable content
  • Content drives positive meaningful engagement with customers
  • Need to capitalize on real-time marketing opportunities…

Now, which factor makes the biggest difference is this process?

The short answer is INTENT.

Intent is the psychological state of mind necessary for action…

If you consider the way social media landscape has evolved, it’s easy to see why changes are needed.

Allow me to explain…

You might already know content marketing is an essential part of your overall strategy, right?

Do you know what content marketing is and how it can help you grow your business?

You see, according to data from Forrester research…

Maintaining company branding via social profiles remains one of the most popular social media marketing tactics.

It’s also among the least effective….take a look at the chart below:

target audience

So how do you get more bang for your advertising dollar and add more value if you use the right channel to fit your target audience:

  • Email marketing
  • Ratings and reviews
  • Search
  • Branded communities
  • Word of mouth

Yes, you want to use channels which best fits and is in alignment with INTENT, be it commercial intent if that’s your goal.

So you can only optimize return on investment (ROI) by investing in the right channels…your own digital assets or online properties.

So instead of spending all your digital marketing dollars investing in campaigns on Facebook, Twitter, Instagram or Pinterest…

Why not use sponsored posts to drive your audience to your own digital assets or online properties?

And strategically greet them with specific content they love.

Exactly what the strategy looks like depends on what problems your brand shares with your target audience.

target-audience

Here’s how to use target audience analysis:

Firstly you need to find the shared values.

Ask yourself, what else does my target audience care about?

And how does my brand care about that, too?

For example: a beauty retailer…beauty is the obvious answer.

So if you own or are thinking of creating a branded company around this market you can create a Beauty Board on Pinterest.

This would be an online community where customers upload selfies, share beauty tips and tag their looks with products from your brand.

Then you can strategically create a content destination…

Next step is to define a clear objective.

If you want to be truly effective, you need to think outside the box in context to how you drive traffic.

You want to determine why you drive traffic or earn shares?

What’s the real objective?

Is it to increase sales?

Get email addresses?

Building brand affinity?

If you identify and understand sales funnel conversion rates, you’re better positioned to drive traffic based on user behavior.

So instead of just driving traffic to a site, you’ll set-up landing pages to get email addresses by asking visitors to optin for content…

On Pinterest and Instagram you can drive traffic based on product exploration through user reviews and photo uploads, etc.

If you already are using an existing digital asset, you don’t have to redesign your entire website.

For example; leverage online forums or communities that are already thriving on your existing website or app.

Just think about how can you enhance the experience and be able to offer more value for the fans who are already visiting?

What specific content would help your target audience or users to better connect with each other and with your brand or product?

You want to leverage your digital assets or online properties.

Strategically you want the right combination which makes a huge impact on the way your target audience engages with your brand.

Building a target audience on your own site takes long term strategy because it won’t happen overnight.

It’s very similar process to growing any social media fan base, it does take time and investment.

And by growing your target audience on a digital asset or property you control, you’ll always own the experience.

Yes, user experience is key to your long term success.

So…its a matter of setting-up all your strategic content creation to help you build social authority.

This is all in context of your goal to engage target audiences through a combination of content, conversation and social media curation.

We’re all on the same mission to find the absolute best content to deliver on our brand promises…

Target Audience

Product Packaging – How To Influence Buying Decisions

Why Product Packaging Is A Powerful Marketing Tool?

Imagine you’re shopping…looking at one laundry detergent after another. All offers are essentially the same, right?

The products’ claim or promise, its easy to pour, clean clothes, smell fresh, etc…

So how do you make a decision to buy one over another?

Is it the color of bottle, price or familiar logo?

Do you go for the brand your mother is loyal to?

Or do you care more about a brand with a phosphate-free formula and environmentally friendly packaging?

There’s too many options and not enough time for most shoppers to take all these factors into consideration.

To make this easier, your brain relies on scanning and recognition of brands, colors, icons, associated emotions and images…

All of which ultimately reduce cognitive load required to make a decision.

Using these cues enables us to act quickly.

By understanding the numbers with science behind why we buy and how we buy,  your brand can create product packaging  which engages and better connects with the undecided consumer.

You can’t expect customers to become evangelists of your product, you’ve got to provide the incentives and platform for them to do so.

product packaging
Product packaging goes hand in hand with advertising, branding and business success…

All of this is branding and that’s immensely powerful.

This infographic outlines how typography, color, and icons affect the buying process.

And why special attention to your product packaging needs to be a priority for your brand.

But you don’t simply set up product packaging and hope they work.

Forget conventional wisdom which says if a business or company lacks growth…it should invest more money in sales and marketing.

The reality is your product is probably broken in at least one way.

And you must be aware of the market data and other crucial sales information, which tells you where those problems are…

Keeping your growth going is a step unto itself.

And just because you’ve achieved product market fit, it doesn’t mean your product packaging is flawless.

And there aren’t areas still needing to be tweaked and improved.

You must dive deeply into the analytics available, then refine and tweak until you get maximum results.

Remember, as small business owners,  you don’t think branding is a waste of time or worthless…

It’s just not worth the premium traditional marketers pay for it.

Savvy business owner isn’t going to try and create brand awareness by buying product placement on national television…

Or by paying a celebrity to be associated with your product.

Instead, you’ll look for ways to get social currency for free…does that make sense?

Product Packaging

Business Audienece Marketing

How To Effectively Engage Your Website Visitors And Get Prospects To Your Most Profitable Content

Online business brand building tips – developing your business to business (B2B) brand has it’s own structures and processes, which are different from what a consumer sees and experiences from day to day…

Market alignment in context to all businesses going through cycles where there is growth, change and evolution.

As the market continuously experiences rapid innovation and clients’ expectations change, so does the need to enhance your brand’s digital experience.

Market alignment is to align marketing messages with your target audience, it’s the core reason why most small business B2B sales lead prospecting fails.

business audience marketing
Failing to align your marketing message with your target audience…

Apply what you learn in this jam packed report and your list grows fast. If you’re unhappy with the results just email and say so, thanks…

Kick-start Your Email Marketing

This jam-packed report empowers you to better understand and structure your email list building faster and more effectively.

We’re confident this information gives you the frame work with time to test and refine a bunch of tactics which deliver profitable results.

You’ll discover:

  • Why building your email list must be priority #1 for your business
  • Effective list-building tactics discovered via years of experience and countless tests
  • How to use these results to grow your list faster than ever before
  • Examples of how other successful business do similar steps to grow their B2B lists
  • How to apply what we tested and learned into your own business
  • How other smart and creative businesses are turning website visitors into a powerful email list to grow their business
  • Why lots of businesses overlook these points and miss out on tons of subscribers…

One big difference between successful email marketing vs failures is successful email campaigns are always better structured for ways to build lists more effectively.

Even if you know a thing or two about  email, we’re sure you’ll learn more from this and grow your list even faster.

How to get unstuck! Finally get clarity and stop bumbling around in the dark, dazed and confused about pay per click advertising (PPC).

How to Find Your PPC Make Money Numbers

Find out what does it costs you on average to generate a sale, for example; it costs you on average $20 to make a $22.41 sale.

Question:

Is it profitable?

Is it worth your time?

Can you optimise your website and/or PPC ads?

How do you calculate this number using the results you get from keyword conversions, what do these keyword results tells you:

keyword 1 cost $x to generate a sale
keyword 2 cost $x to generate a sale
keyword 3 cost $x to generate a sale

Add up all of the dollar amounts it costs you for each converting
keyword and divide it by the total number of converting keyword phrases.

That yields your average cost per conversion:

  • keyword 1 cost $15.25 to generate a sale:
  • keyword 2 cost $27.98 to generate a sale
  • keyword 1 cost $21.13 to generate a sale

Add up all the “spends” and this totals to $64.36, THEN divide that by “3” (number of keywords) and the number = $21.45

So $21.45 is what you effectively spend to get conversations across your whole campaign.

This is the magic number you need to beat (assuming you’re already
optimized your bidding, ads, and landing page).

Discover first hand how to save $$$…let’s show you how powerful business audience marketing is in its simplicity as this action  plan puts more cash into your pocket.

business audience marketing
The key is to systematically and strategically business market audience and you’ll get results…

It is not what you ever dreamed so put this question to rest once and for all and get answers!

How you can save hundreds of dollars on tools and software others are draining their bank accounts. No need to join that crowd…

What if you’re stuck to make even one measly sale?

See for yourself how small businesses are knocking down sales. It is so simple to get results, still are you making the same costly mistake?

What if you’re primarily focused on building a B2B brand online?

there are various factors that have to be weighed in. Not only does a B2B brand cater to a far more niche audience or market but it also has to adhere to the finer conventions of branding and marketing.

Reaching out to consumers at large and to reach out to niche business clients are completely different ball games.

Effective Online B2B Branding Equity

You want to get accustomed with the most effective ways to reach out to your target audience, make an impact right at the onset and continue developing a relationship with your prospective and newly acquired clientele.

It is worth mentioning that building a B2B brand is not just sales or promotions.

Marketing and advertising, product development or client relations are all specific facets of developing a brand.

Domains come together along with many other factors to contribute to the establishing and eventual flourishing of a B2B business.

business audience marketing
Launching and managing your brand online means become more engaged with clients…

Take a Closer Look at Segments

You would a list which caters to every aspect of your business development, advertising, marketing including sales and analytics.

The world of business clients can also be categorized into different segments which differentiate prospective clients from those that wouldn’t be prospective leads for your specific product or service.

Identifying target segments, addressing concerns and meeting needs while pitching your product is the name of the game.

You’re creating a channel of compelling communication which is what is benchmark and crucial right at the start of your overall sales cycle.

Convincing a business is more complicated if the product or service is not really a basic necessity for the company you are catering to.

That’s why the use of analytics, the entire mechanism of advertising and promotions, appeal of marketing campaigns and sales pitches would be more significant than consumer products.

There are many facets to get accustomed to get the best results out of each of your initiative pertaining to every objective.

Identify your business audience which matters to your sales cycle because placing online ads involves choosing predefined business audience segments provided by audience-targeting platforms.

You want to get the right prospects which matter most to your business
without a lot of wasteful and ineffective “shot gun” or mass marketing.

You start this process by analysing your existing client database, talk to your sales team to determine which audience segment(s) represent buyers and represent your ideal clients.

You use this market research with business audience marketing due diligence checklist to guide you in your display advertising strategies.

Next step is to establish your branding goals and metrics.

Online branding is not a set and forget it form of marketing. In fact, there’s a lot of problems and pitfalls to understand before you even fall for in love with this myth.

You want to use your goals and timeframe to set-up your marketing campaign strategies and tactics that way you improve your chances of achieving your goals with better/stronger results.

You’d want to know why you ended up short and what to do about it so you’re constantly improving  and growing your business bottom line and avoid making the same mistakes which hold you back.

You’re now at a stage where you can test content and ad creatives which are closely matched to your  target audience.

You want to create content aligned to your ad creatives.

Why would you want to use this criteria before launching any of your marketing or advertising campaigns?

Firstly, you already understand you don’t want to create ads which don’t matter to your target audience….that’s why you’re testing your ad creative and content using an analytic platform.

This is called split testing, the process is simple, you create two identical ads and use one variable to compare each ad’s performance against each other to establish a benchmark.

The benchmark is basically the winning ad which performs best or what we call the control.

To establish your benchmark, you run both ads at the same time, web analytic software automatically rotates ads on a click by click basis to establish the underperforming ad.

You analysis and see the differences, kill under performing ad and improve performance by beating the control (establishing clear winner) creating another ad with one new variation.

This is all done by using web analytics, which measure and track performance of the ads in context to your target audience vising your website or dedicated landing page.

You’re learning the process of optimisation and why it’s crucial to not waste time an money marketing to prospects which are not aligned to your sales funnel or interested in what your business offers.

In other words you want prospective buyers or prospects which have a track record of taking action.

Web analytics empowers you to decide which marketing programs and campaigns do the best job of converting
prospects to customers at the highest conversion rates…makes sense right?

This marketing strategy allows you to understand client acquisition costs in context to client lifetime value, so you could invest more in the best performing marketing channels with tactics which matter most to your  business and your existing and prospective clients.

This is where you really want to leverage the power of your business branding by using a blog.

Branding is leadership, positioning, establishing credibility and trust.

This is where you brand shines and takes centre stage by backing up every promise to connect only to prospects and clients which you want to and can support.

Your blog in conjunction with business brand building reinforces support. The fact your company is a leader and expert, not just another average business delivering mediocre experiences with empty promises.

Your blog allows you to leverage display advertising to create lift and momenteum across many marketing channels.

Why? Because it build your brand, and a familiar brand increases awareness or the type of searches.

You get better results by aligning content to specific ads, which in turn improves your market confidence, all comes back to market to message match across marketing platforms, (e.g; organic search, social media, facebook, twitter, google+, etc…)

You want to set-up tracking to measure value of display advertising beyond pay per clicks (PPC) and click through rates (CTRs).

PPC was at one point the best way to effectively measure the return on investment via online display advertising.

Now because of the every increasing and fierce competition with expansion of the Internet, these days you must be smarter in your marketing strategy.

You want to measure every possible leak in the bucket, in other words measure every process across multiple marketing channels and advertising platforms to include all key performance indicators (KPIs) aligned to time frames and action metrics.

This is the revenue goals basis for boosting sales and profits in B2B advertising and goal for building a targeted audience using defined parameters of cost efficiency with higher returns (ROI).

After you’ve rolled out various marketing campaigns you can plug-in and use social marketing to boost and asset your brand awareness.

The fact is over 1,000,000,000, that’s not a spelling mistake, its one billion people using Facebook, LinkedIn and Twitter.

Now you can really assert your brand reach with more marketing dollar fire power by leveraging re-targeting across your website, display, email and social channels, supported by your content management system (CMS) or blog platform.

Yes, you want to leverage every dollar in your pocket by staying true to what your clients want.

On targeted advertising works better, because you’re even more relevant, connecting and engaging interested audiences.

Retargeting reuses your existing advertising to increase awareness and frequency of ads shown across multiple channels.

Retargeting starts with your target audience and magnifies overall effectiveness of messages with ad placement to precise behaviour of target market at the exact time their interest is at peak.

Business Audienece Marketing

Direct Mail Marketing or Telemarketing?

Make this mistake with direct mail marketing and you’re finished…

direct mail marketing
Stressed and confused about your business direction…

Yes A Lot Of Direct Mail Marketing Gets Thrown Straight In The Trash

Direct mail is one of the most important pieces of your marketing plan. Developing and executing the campaign can many times be a costly mistake, because today’s mailing regulations can get complicated…

In fact, postage rates are changing as costs makes it harder to profit and if you’re not clear about your target market and how to stand out.

The right message is crucial and must get to target prospect in the right way on a frequent follow-up sequence.

Capturing your reader’s attention has to happen fast (in 9 seconds or less) and your reader must be engaged and motivated in order to take action…

direct mail marketing
Structuring your direct mail marketing in the right way can guarantee to increase your customer response rates…

Direct Mail Marketing

Let’s focus and talk about how to use direct mail marketing so its geared towards your full advantage.

Direct mail marketing is one of the most common and recognised forms of awareness or engagement with a brand.

This direct measurement of direct mail marketing is often achieved by using a specific lead generation ad.

In the digital space you’d leverage a specific landing page, which is specifically designed for the traffic source going to your website.

Tip: The landing page must be relevant in order to match message to target advertisement. 

Direct mail campaigns are generally organised geographically and sent to all postal customers in an area or to all customers on a list.

It is posted mail which advertises your business and its products and services. Direct mail marketing campaigns encourage engagement with good relationship building.

Get focused on improving customer response rates by precisely tailoring messages to target audiences, empowering prospective customers to read your advertising without being distracted by competing advertising.

Types Of Direct Mail Marketing

The most common types of direct mail marketing include:

  • Catalogues – bound, multi-page promotions of products
  • Self-mailers – created from a single-printed sheet that has been folded
  • Envelope mailers – with inserts inside the envelope
  • Postcards – with your promotional message on one side and the customer’s address on the other
  • Snap mailers – folds and seals with pressure
  • Dimensional mailers – for example, a small box
  • Intelligent documents – printed with personalised information from a database.

Direct Mail Marketing Tips

A reliable, accurately defined mailing list and quality mail advertising improves the open rates of response to your direct mail marketing.

direct mail marketing
Choose a direct mail list which specifically matches products or services to target market and ideal customer…

You can buy lists of addresses in the postcodes you want to send direct mail to or lists of customers who have opted-in to receive offers from third parties.

Australia Post’s Open Up to Mail initiative gives tips for buying a direct mail list. Find out about Australia Post’s direct mail services.

You don’t want to cut corners on research, your presentation and design are crucial because you want to get the highest conversions right?

Engage a designer and brief them on the end result you want so you can design your direct mail marketing material for greatest impact and for your particular target audience.

Keep your messages sharp, focused and brief with the help of a professional copywriter.

Limited offers with promotional incentives such as discounts can improve response rates, but make sure you have the budget to deliver on your discounted offers.

Always follow-up with a second direct mail marketing or telemarketing if your advertising spend allows, because you keep your customers’ attention on your products and services.

Know your responsibilities before undertaking any direct mail marketing because here in Australia you must understand legislation on collecting and holding personal information.

Direct mail marketing campaigns are often responsible for holding information records that are protected by privacy rights regulations.

The National Privacy Principles (NPP) on Australian Government’s privacy website explain how businesses should collect, use, secure and disclose information about individuals.

Taken into consideration the huge success direct mail marketing has and the availability of computers, these can be used as a powerful marketing tool for your continued success.

direct mail marketing
Direct mail marketing can be used as a powerful marketing tool for your continued success…

Here are key steps to putting together a highly effective direct mail marketing program:

  • List all benefits customers get from the purchase of your products and services
  • Pick single most powerful benefit on list in alignment with customer’s problem
  • Build an attention-getting headline around that one specific benefit
  • Remember to use emotion to fulfill the desire (i.e, to be beautiful, young, wealthy, desired, popular, successful, etc)
  • Develop a sales letter using  powerful headline to grab attention
  • Provide information and motivate customers to take action
  • Put together supplementary items (i.e brochure, order form, reply envelope or note to encourages them to read the letter)
  • Rent or purchase quality mailing list which matches your product or service
  • Test and compare cost of mailing vs. cost per order
  • Measure results and calculate ROM (Return on Mailing) dollars
  • Code your mailings to measure response
  • Mail frequently to a smaller subset of your ideal list
  • Continue to test and refine your direct mail marketing plan in context to highest customer lifetime value...

You can see how direct mail marketing can empower you to find local or even nation wide target market to send letters or postcards…and bring in new leads, clients and customers.

Use direct mail marketing to establish your brand, increase walk-in-traffic and deliver relevant targeted offers promoting products, services, grand openings or special events.

If you own or operate a retail business (brick-and-mortar store) and you’re planning a promotion, you want your offer to be time sensitive (Limited Time ONLY) for 3-7 days.

Tip: Use Limited Time Only Offer to create a need to take action with urgency…

You want to create a sense of urgency with value to a real purpose using reason why marketing bear in mind and consider the time frame to encourage people to buy now.

Buy now is always good for your cash flow and business, right?

Testing, tracking, measuring and fine-tuning your marketing campaign allows you to get savvy with much better sales results and therefore lowering overall cost of each campaign.

Telemarketing is best leveraged for higher priced, high margin products or services…

When you hear the word telemarketing, what four letter word do you think of?

Ok, now you’ve got that off your chest, here’s a clear and powerful way to help customers feel like they are getting personal attention and keep them from blocking your number!

telemarketing
When you hear the word telemarketing, what four letter word do you think of?

To be successful in telemarketing you want to:

  • Put together a plan, so you know exactly what you want to accomplish during the call within a specified time frame
  • Develop a list of topics to discuss and the questions you want to present around these topics
  • Input verbiage checking to see if you are calling at a good time
  • Include enough questions to keep the conversation interesting, yet not too many to sound like you are interrogating
  • Start with broad questions and narrow your focus as the conversation continues
  • Offer feedback to show you’re paying attention, listening and engaging conversation
  • Don’t insult their intelligence or manipulate
  • Remember to listen first, talk second
  • Stay relaxed and conversational…

Telemarketing doesn’t have to be the trauma it’s typically made out to be.

You can put together an honest, personal and effective telemarketing campaign that is endearing, informative and gets the job done.

Think of how you would want to be treated on a marketing call. Ask your friends and family what they hate most about the telemarketing calls they get and work hard to craft your plan in a better way.

When selling by telephone, you have approximately thirty seconds to convince the customer to listen to you.

You need an opening statement which captures their attention, conveys who you are, what you want and why the prospect should listen.

It’s easy to see how direct mail marketing and telemarketing can positively boost sales and impact your business profits by bringing in new customers.

It’s a constant process of defining and refining, matching offers to the right customer by increasing the level of awareness about your products, services and company branding.

Getting people to respond to direct mail marketing or advertising means using a strategy, so many companies include coupons in their postcard mailers and flyers to encourage prospective customers to come in, book an appointment or schedule a consultation.

Coupons are tried and tested, there are a few ways to make coupons even more effective more attractive and here are a few tips that can help:

Direct mail coupons must be perceived as being valuable, so what if customers don’t feel that your coupons actually serve any real benefit to them?

Firstly, they may not actually respond and as a result, you want to carefully craft your offer.

Remember you want to match your offer to the customer, which represents value, without going broke or putting your company into a serious financial disadvantage.

Direct mail coupons need to attract attention and stand out, as with any other direct mail offer, appearance actually matters here.

This goes back to working with a direct mail designer to get the best possible look for your coupons, and you’re more likely to see far greater results if every detail ties in with offer.

People are drawn into eye-catching offers and the better your direct mail coupons look at conveying your offer in context to matching your customers interest the better your overall response rates.

It’s crucial to always Include a timeline because if you don’t add a deadline to your offer, you may not see a great response.

Tip: Scarcity, timelines or limited offers can actually help your business in the long run

You may not want to offer a 50% discount six months from now, so including a deadline is a good idea in terms of your response rate and financial health of your business, does that make sense?

Direct mail coupons can be a significant way to encourage new customers and reactivate existing customers to return to your business.

Your direct mail marketing campaign makes sure customers get the offer and take action.

In summary, direct mail marketing and telemarketing, you must get totally clear on your business direction: 

  • How to get business to next level and achieve goals
  • Clarity and optimism leads to greater wealth faster
  • Get clarity on ideal clients (age, demographics, etc)
  • Get clarity on best pricing (higher and multiple price points)
  • Get clarity on USP, best sales pitch (improve conversions)

Building your marketing machine:

  • Schedule marketing times (develop marketing calender)
  • Must test and measure all your marketing (multiple channels)
  • Must engage, follow-up consistently, re-position and educate

Transform your creativity and productivity:

  • Focus 25 mins on top priority tasks
  • Take 5 minute breaks every 25 minutes to refresh
  • Set a leaving time to knock off work (power of deadlines)
  • Allocate and block time to plan and grow your business
  • Market strategically, trial and error vs. system

Direct mail marketing can be expensive, bear in mind you want to be clear and fully understand your customer lifetime value.

Through a successful direct mail marketing campaign you can quickly and easily offset costs and skyrocket business profits (including able to crush and out spend competition by advertising consistently).

That’s why so many companies take advantage of direct mail marketing.

The bottom line is the key to success is in your structure and strategy, if you approach marketing with correct planning, you enjoy much better returns on investment (ROI).

Direct Mail Marketing