In a survey by Emarsys of 2,000 UK consumers, 41% of respondents said they wouldn’t purchase from a brand again if they received haphazard marketing materials, while 66% say they would ignore all future marketing if a brand sent them hit or miss offers*. With these statistics in mind, what’s key to success is targeted messaging and one of the most important things is to understand your target audience.
Persona
If you haven’t already created a persona about your target audience then now is a good time. Creating a persona allows you to identify what certain traits of your target audience, this can be related to their goals, motivation or challenges they face. In highlighting these key personality traits of your target audience, you become more understanding of what and how they will respond to you, allowing more personalised and targeted messages in your digital marketing campaigns.
Once you find you have a strong understanding of the target audience, you move onto an ‘elevator pitch’; a few lines stating how you could help this potential client, as though you were stuck in an elevator, making it relatively informal, but friendlier, appealing to their persona you have already studied.
Content
Although keeping your website fresh improves your SEO, it isn’t the only thing you can do to ensure good targeted marketing. Here at Smart Cow, we have and will always believe that content is king, therefore the idea of tailored content to audiences in a bespoke manner is clearly a productive use of marketing efforts**. This not only means making content purely for viewers, but also making it easy for viewers to see, for example don’t post an Instagram picture on twitter, as it comes up as just a link. Not only that, but quality content on your website is one of the best ways to start improving your business. An inbound marketing agency like Smart cow would be happy to help with any further enquiries on this topic.
Email Marketing
If, as this research indicates, that 66% of customers would ignore all future marketing efforts after receiving one not targeted at them, can your business really afford to not provide targeted messages? Further industry research has revealed that primarily personalised welcome emails have been 320% more likely to lead to purchases than regular monthly emails***. Therefore a targeted and well thought out email marketing campaign can be more efficient and cost effective than a random email.
If you have any questions about creating a persona or digital marketing for your business, then get in touch today.
Content marketing agency
Talk to us about your content marketing needs and we’ll guide you towards the best combination of channels and strategies to utilise to make you stand out from the crowd. A reliable digital marketing agency in Croydon, Smart Cow will be glad to answer any further questions.
Sources: *econsultancy.com ; **Smart Cow Marketing ; ***Wordstream