Whichever category you may be in, there is one major marketing pitfall I want to help you avoid and show you how to fix it.
Actually there are 8 digital marketing pitfalls I have come across that can derail your marketing campaign, but for today I’m just going to discuss one.
MISTAKE 1: Not Knowing Your Audience.
As a marketer you may get wrapped up in the mechanics of digital marketing (I.e. how to use google AdWords and figure ad unit sizes) without realizing that you need to understand the target audience down to their socks.
Suppose you have developed a profile of your audience that you can utilize, but people who are actively spending time online may behave differently than what you expect. It’s Ok. It happens to all of us.
If your marketing bowling, people can, and do, use different words to describe the product when searching on line. Here are some examples
- Bowling alley
- Bowling near me
- Family entertainment places
- Adult nostalgia birthday parties
- Kids birthday parties
- Teen birthday parties
- Bowling specials
- Company events in a unique venue
- Bowling leagues
- Bowling alley lessons
As a marketer you need to use the language that will best resonate with your target audience. In all likelihood you will (or should) use different language at different times depending upon to whom you are communicating and knowing at what stage they are in the “buying cycle.” Are they just looking and gathering facts? Or are they ready to make a decision? Or do they need more information or more reinforcement.
Being attuned to your audience this way gives you credibility that sets your marketing apart.
So here are three things to remember when looking at your audience
- Tap into outside perspectives. Speak to your staff. Speak to your customers and discover what customers really care about.
- Are your assumptions accurate and how can you verify it? What are your online customers’ reviews to confirm or disprove. This is NOT a one-time exercise; you must do it consistently and continually
- Test your assumptions with a small subset of your audience by communicating your message.
Your tech folks know what to do, but you need to establish the strategy. Who else knows your customer better than you?
And if you get stuck and need someone to bounce some ideas around with or coach you through the project, please give me a call. That’s what I do. That’s what I love.
Stay tuned for Digital Mistake #2 coming soon