7 Immutable Laws of Marketing Campaign Success – Part 2
It has to be relevant
This leads directly on from Step 1. Once you’ve identified who your ideal target audience is, you need to ensure you are placing the right message in front of them, at the right time.
The basic premise of this, taken from our example of selling designer handbags in Step 1, is that we need to use the right type of language, in order to attract the right customers. Focussing on the fact that your product is cheaper than anyone else’s, will not sit well with your target audience of high-income, fashion conscious customers. This is not their main driver for choosing what to buy.
But is goes much deeper than this.
It is not only about having the right message to the right people. It also needs to be at the right time. Here time relates to where they are in the buying cycle, where they are on the awareness ladder.
In summary, the ladder of awareness looks at where people are on a timeline, determined by what they know.
Do they know they have a “problem”? (Every product solves a problem, be clear about what yours is.)
Are they aware of the different solutions available to their problem?
Are they aware of you, and how you can solve their problem?
Have you built a relationship of trust with them, so they see you as the only and obvious choice?
Depending on where a prospect or customer is on the steps of the awareness ladder, you’ll need to tailor your message to them.
If you deliver a “wrong time” message to your ideal target audience, you’ll still diminish the results you could get from a marketing campaign. Your message could be seen as annoying, even though you are targeting the right audience.
Many times, the right message at the wrong time can un-sell your ideal customer, denying you the opportunity to build a lasting relationship. It also creates service issues, as you’ll be talking about the wrong products to the wrong segment of your audience, which in turn has a negative effect on referrals and repeat business.
It is all tied together, and you’ll see improvements across all aspects of the business, if you focus on providing a relevant message, and by extension, service, to you ideal target audience.
You need to ensure you understand their questions, before they ask them. This is possible once you understand the rungs of the awareness ladder, and more importantly, where on the ladder the prospects in front of you find themselves.
Spend some time confirming who your audience is and identify the questions they may have, relating it back to the steps on the awareness ladder.
The benefit to your business, once you get this right will be undeniable.
You’ll see an increase in conversion rates, whilst at the same time reducing the average length of the sales cycle, giving you a better ROI, sooner.
In addition, you’ll be super clear on your message, which makes it far easier to create new content and new campaigns, as you’ll have a framework to structure it around. And, because your content is so relevant to your audience, you’ll enjoy a much higher than average level of engagement and consumption.
The more your audience engage with your content, the more sales opportunities you will have, with the right prospects and customers.
Is your audience engaging with and responding to your message / content?
Author: Pieter K de Villiers
Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Barefoot Digital and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.