Good information is worth its weight in gold and nowhere does that apply more than in the world of business. It’s almost impossible to run a successful business at all without knowing who you’re selling to.
However, knowing who you’re targeting means little if that knowledge isn’t converted into real changes to your strategy. Here are some top pieces of advice on how to best use what you know about your audience.
Offers and Promotions
While making special offers and deals for customers seems like a straightforward win, in the era of nationwide and international customer bases, it can be anything but. There is no longer anything like a ‘one-size-fits-all’ approach and your customer profile should have a big impact on how you move forward.
For some examples, look at companies like Manscaped, who knew that despite their male-focused product, their customers were mainly female, and so their special offer freebies focused on other items that girlfriends or wives might buy for their partners such as underwear.
Location is critical as well, with customers in the UK looking for different things than those in the US or EU for instance. As another example, it’s common for British online casinos like MrQ to tailor their promotions†to UK players based on data on which freebies are used most. The concept is that players in different regions have different tendencies towards the games they prefer and whether they prefer more spins or bigger cash bonuses and so on.
Knowing exactly who you’re selling to should always affect your marketing plan in general, and for those focused on content marketing, zeroing in on a specific market can open the door to unique strategies. Going back to Manscaped, they have recently announced a 4-year campaign featuring polarizing comedian Pete Davidson. The comedian is uniquely popular for a specific subculture of young men who happen to be a large part of Manscaped’s customer base.
This kind of super-specific marketing is a double-edged sword though. Specifically targeting one very restrictive group can both endear you to your target group but also, as with the above example, alienate your brand from other potential marketing targets.
An alternative is to focus on the use cases of your product and generate content based on how customers really put them to use. This doesn’t even have to be serious uses, as long as it shows you’re aware of the methods and concerns your customers work with.
The marketing team behind Pic’s Peanut Butter in the US, for instance, had an amazing idea†to make an April Fool’s joke about a peanut butter jar with a lid at each end, after realising that customers usually store their jars upside-down. It showed a real connection to the small company’s customer base and proved to be endearing and a big success.
The key takeaway from this is that while the amount of information you have on your audience is important, careful planning on how to use that information is even more vital. Wielded correctly, that information could increase in value by four or five times.
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