by Randall CraigFiled in: Blog, Make It Happen Tipsheet, MarketingTagged as: Content Marketing, CRM, Market Research, Marketing Automation, Research
You invest in events, send out emails, educate, and send invoices. But how well do you really know your target audience?
Beyond the basic demographics, perhaps not as well as you might think. Test yourself: how do you think they would answer the following questions?
Too often, we make assumptions about our target audiences: that everyone thinks the same, that they have identical needs, and that they can be served in the same way. What else explains the ubiquity of the monthly newsletter? (Does everyone really prefer to read about us monthly?) And what else explains social media community management that quits at 5pm? (Does every target user really stop using social media at 5pm? The opposite is true.)
The truth is that each person or organization typically thinks of themselves as unique: they have a unique history, unique strategy, and unique culture. They are not a generic “client” or “member”, nor do they see themselves as part of “segment” or “audience group”.
For those that you know well, answering these ten questions may not be that hard. But for newer relationships, it is almost impossible. The only thing that you know is that (for example) some may be attracted to a daily tipsheet, a weekly newsletter, a monthly newsletter, a short YouTube clip, or one of the other many formats of communication. And that if you don’t have what they need in the format or frequency they prefer, they will likely give you pass.
Just because you have always done something one particular way, doesn’t automatically mean that it suits your target audiences today. Capture the answer to these questions in your database, and then use the data to plan how to deliver what they want. (Hint: Marketing Automation and Content strategy is the only way to make this happen efficiently.)
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