Genie’s ability to seamlessly use data to target customer or prospects, implement marketing campaigns, and track results all in one platform is unique in the industry. There are a number of considerations to walk through when creating your targeted list.
Whether you built a list from Genie’s business or consumer databases, uploaded your own Customer Data, or you are using a combination of the two, there are three primary things to keep in mind to make sure you are targeting the right prospects or customers:
This is unique to your business, but knowing the key criteria for identifying and targeting the right customers and prospects is the critical first step in your marketing and will help dictate the best message for your campaign. This will also eliminate customers and prospects that aren’t the right targets.
Start with what you know, even if it’s two or three basic understandings or shared characteristics that define your core customer base or ideal target. These should be your most loyal and enthusiastic customers.
Match your perception with what you can learn from our data and tools. Genie has two convenient data tools, that when combined with other common tools, help you target the right customer:
There are also some common online data tools that can help in the search for targeted audience. If you have an email list, website or social media presence, check what you’ve learned so far against what these tools tell you. For instance, look at the day of the week and time of the day they are already engaging with your online presence to think about the timing of your marketing. Some of the more common digital measurements you might already be familiar with include:
It’s normally best to start with the widest set of criteria and to narrow it down from there. Here are some of the more common criteria in order of importance for finding the right customers.
One key criteria you are likely to consider regardless of your business is geography. Where do your customers or prospects live or work? If it’s a metro area, are there particular cities or counties that perform better? If it’s a city or county, are there particular ZIP Codes or neighborhoods that will perform better?
This criteria applies to both Business and Consumer targets. Other criteria can vary whether your target customer is consumers (B2C) or businesses (B2B).
Consumer Criteria to consider when determining the rights targets for your marketing campaign include:
Business Criteria to consider when determining the rights targets for your marketing campaign include:
What you have to offer and how you offer it does not always match what your customers need or how they perceive their need. Step out of your business and put yourself in your customer’s or prospect’s shoes. What do they want from you? Part of targeting the right customer is trying to understand what they want so you can shape the right message.
For instance, you might have a product or service that you believe customers want and will purchase because of the price point. However, it may be the quality of the product or service, or even the convenience it allows for other things that really matters.
As the old saying goes, Features tell and Benefits sell. What benefits come to the customer from purchasing your product or service?
When you understand the customer, the benefits they get from doing business with you and the message that will resonate with them, you’re ready to choose your marketing channels and shape your message.
There are a lot of ways to reach your customers or prospects and Genie’s marketing tools focus on two major approaches that can work really well together:
PRO TIP: Email campaigns are a wonderful combination of direct and digital marketing. Over the long term, email marketing also tends to deliver the highest return on investment.
Different customers respond differently to the various marketing channels. Some read direct mail email every day, while others will look at their email six times per day. Consider the marketing channel and how your message has to stand out when choosing the right customers to target.
Deploying these various marketing tools in tandem, with coordination and planning, helps insure the most success for your campaign.
Note: These are general guidelines that should apply to most businesses, but every business and its customers are unique. Use this information to help guide your approach. The exact details of your approach depend on the marketing message and your business. Our experienced team of data marketing experts have worked with thousands of businesses and area ready to help you with any of these processes.
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