Targeted marketing is fundamental to effective marketing and sales
By accurately understanding your target customers and what they value we can communicate the right messages to the appropriate people
Many of the clients we work with have two key resource issues “Time” and “Budget”. We work with clients to improve the effectiveness of their marketing by becoming more targeted.
This could also be classified as doing less better. Our experience over the years has been that for the vast majority of our customers “mass market / broad marketing activities” generate a very poor return on investment.
Time spent identifying and developing customer personas will significantly help
- Identify who to target
- Clarify how to get hold of them (magazines they read / trade shows they attend / etc)
- What message will cause them to take action
- Challenges that their organisation / industry sector faces
Could being Targeted Help You?
For many of the B2B and manufacturing companies we work with they typically dont need 100’s of new customers or enquiries. For example if they got hundreds of enquiries they wouldn’t have the systems, processes time or resources to simply deal with the enquiry. Additionally they wouldn’t have the on site processing capacity to deal with a rapid influx of enquiries / orders.
A targeted approach allows you to accurately identify and focus actions – the analogy would be going hunting with a shotgun as opposed to a rifle with laser guided targeting. Click here to see examples of targeted marketing or talk to Andrew Goode an FCIM experienced marketer who will discuss your marketing and sales requirements.