Gone are the years of what was called “Blitzkrieg Marketing” where you opted for a scatter gun approach, throwing as much mud on the wall (use your imagination) as possible and hoping some would stick!
Nowadays, it is all about targeting, from the person you are appealing to, at a certain time of day and so on …
I cannot stress how important it is that you:
- Identify your client
- Imagine your client
I’m talking everything from what perfume they were, where do they do their weekly shop, who do the listen to on their morning run?
For example: Katherine, aged 34, high disposable income, shops at Karen Millen, enjoys after work drinks, has a soft spot for Designer labels and likes to be seen at events like Chestertons Polo in the Park and Henley Regatta. See! Now you can visualise her!
This marketing behaviour is called Profiling and the client you identify is a Persona. This process is an essential part of your marketing activity and as such will help you to target your communications now you can see who you are talking to!
There has over the last few months been a real tidal change when it comes to marketing… If you hark back some twenty years; brands shouted what they were to their customers and customers listened. Nowadays; most brands are much more open to being told by their customers what their brand is; with a few exceptions such as Apple who have a closed-door policy, because they can.
This trend has now reached smaller brands; our customers are feeling empowered through becoming little publishers and as such are more forthcoming with their brand feedback; telling us what we are as opposed to the other way round.
This is termed as Earned Content as opposed to Owned or Paid Content; and makes for a much more engaging and interesting brand story for you.
So here are my tips to help encourage forthcoming earned content:
- Incentivise customers to publish pictures/ videos or copy through competitions on social media.
- Remember to prompt them to tag you with your handle or a particular hashtag you might be using e.g #bestinthebusiness
- Applaud them for their marketing
- Enjoy the knock on effect!
Go have some fun with your customers and build your story together!