Connect with the ‘Modem Consumer’ – A How-To Guide in Target-And-Capture Marketing

Crucial to any marketing is its ability to connect. A brand can make anything it wants from the connection. From sales and revenues and profits to social media numbers and engagement metrics, it all comes down to how well a campaign connects.

A lot of marketers do it wrong. They don’t focus on the customer. They focus on making unsubstantiated claims. “We do it better.” “We are the best.” “We are different.” Though all important assuming what’s being said is true, claims don’t prioritize the consumer.

The ‘modern consumer’ is intelligent and experienced with ad campaigns and marketing messaging. As a brand, it is your task to target your audience, capture their business, and then nurture that relationship in the long-term to facilitate further benefit.

This article is about target-and-capture marketing with the modern consumer. Make it your business to successfully connect with your target audience. Do this and wonderful things can happen for your brand.

How Do I Convey the Right Marketing Message to My Audience?

The modern consumer has an intersectional identity. They don’t just belong to a single demographic. When we look at buyer behaviour and their journey, we understand the need for buyer personas.

Buyer personas are a description of your customer. Brands usually have at least a few different personas they are targeting. They segment their audience and create template messaging surrounding details like these.

• What do they do professionally?
• What do they like to do with their spare time?
• How old are they?
• What is their take-home income?
• Where do they live?
• What is their lifestyle like?
• What are their short-term and long-term goals?

Based on this information, you can segment around key info such as income, age, and geographic location. The more accurate your target, the more in-tune your message will be.

What is the Most Effective Sales Strategy in Business?

Years ago, the common sales strategy involved things like cold-calling, door-to-door direct marketing, and product demonstrations. It was fumbling in the dark for a lead and a very inefficient way of doing business.

Today’s most effective sales strategy involves two things – education and engagement. A marketing message should involve one or both of these things. It’s indirect selling. Instead of advertising why people should buy something, focus on educating or entertaining and connecting.

An engagement or education strategy works great in social media marketing where you can generate results based off sharing a cute photo, posting a witty comment, or an emotionally-driven message.

What Social Media is Best for Targeting And Selling to Customers?

There is no right answer to what social media is best for selling to customers. Remember, social media isn’t about selling. It’s more about nurturing relationships. How well a brand does with this relies in part on the platforms they selected.

Users use social media for a reason. Understand why users are on a platform. LinkedIn is professional, educational, training-oriented, and corporate. Pinterest is a great place for interesting recipes and fashion. Twitter has a lot of users searching for politics, journalism, information, and activism. Every platform is different and with plenty of tools.

When you understand a user’s motivations, you can craft the right message that meets their desire. Some want funny and entertaining. Others want to know the latest trends and news. Literally, a million different reasons exist for someone to be on social media. Define what’s important to you and your brand and the type of leads you’re searching for in these places.

There are only so many hours in a day. You don’t want to be on every platform but you want a couple at least.

What is At the Center of A Target-And-Capture Marketing Campaign?

The key to selling is content marketing. To target, capture, and nurture a lead, a brand needs content.

Your content marketing should be on-brand and, by nature, non-sales based. Once again, indirect selling is the keyword here. A long-form blog can educate, share information, and entertain. It doesn’t need to sell directly.

A blog or piece of content marketing isn’t a pitch. You aren’t creating an ad. Content should speak in the voice of an authentic human being. Use content to start a conversation. There’s value in that and consumers will see that value.

How Can I Make My Content Marketing Matter Most?

Since 2017, content marketing has grown year-over-year by about 16 percent annually. It’s developed in such a significant way that it now forms the guiding force of many, many digital marketing projects.

If you want your content marketing to matter, you’ve got to be creative, smart, and concentrated. Content isn’t just blogs and articles. It’s so much more. It can be audio. It can be visual. Here are some areas to focus on.

• Social media posts. Your social media is essentially an exercise in sharing content marketing.
• A long-form visual aid, infographics are more attractive to social users. In fact, they are 3 times more likely to be shared on social media than a regular text article.
• An incredibly popular form of content, the podcast market is flooded. The opportunity is present for some brands to reach a whole new set of clients in an underdeveloped marketing channel.
• The ultimate engagement tool, a series of short videos hosted directly on your social media pages or through YouTube can improve your digital marketing reach significantly.

Personalization from You to Your Customer – Share Your Real Story

The brands we love we wholeheartedly believe in. We believe in their story. With regard to how this affects you, no one has your story. Yours is yours. Write it. Share it. Be authentic. Be open. Customers want to know they’re buying from a brand with its heart in the right place.

• Write a blog sharing your personal experience building your brand and your personal background as it relates to your business.
• Create a landing page or landing page-esque content to share on your social media where you note why you created your brand.
• Launch live video content sharing day-to-day business, special events, and more. Associate your brand with non-business activities and the true personality of you, employees, and customers in day-to-day interactions.

When a consumer sees a face they can trust or when you can build that trust through human interactions either in-person or virtually or through content, it requires less effort to successfully target-and-capture.

What is A Sales Funnel and Do I Need One in My Digital Marketing?

A sales funnel is the route a lead takes to eventually becoming a customer. You control this pathway.

1. The ‘top’ part of your sales funnel is the early stages of lead development. You’re searching out interested parties. Leading off of social interaction, you’re capturing leads based off engagement.
2. The ‘middle’ part of a sales funnel uses education and style to communicate value. Beyond the point where you need to generate interest, this is where you gain trust and confidence which will hopefully conclude with a purchase.
3. The ‘bottom’ part is the sale. Your lead has decided to make a purchase. In selling, opportunities exist to understand their preferences, offer discounts for a return purchase, and have the ability to cross-sell and upsell.

This is a very traditional sales funnel pattern but it still holds true today. Your web design and marketing online should be optimized at every step to maximize the likelihood of carrying a consumer to the next stage. Feel free to join us today!

Optimize, optimize, and optimize. High-quality digital marketing is always improving upon itself. Through expert guides at Unlimited Exposure, an organization can grow its numbers by double-digits simply by adjusting its marketing approach to target-and-capture. The modern consumer, especially in the post-COVID era, wants so much more than traditional marketing provides. See unique, results-driven campaigns customized to you. Reach out to UE for more information.