Mass marketing can be very expensive in terms of dollars spent and patience for return on investment. The quicker you get to the right person with a solution to their need (your product or service,) the quicker you make the sale. That’s the bottom line. So how does an astute sales manager create strategic campaigns that are effective and make the best use of your marketing budget? This is where knowing how to identify and target potential great clients hits the sales mark.
Targeting your customers and prospects is also referred to as multi-segment marketing and involves identifying specific personas or markets for specific content.
Here is S∙I∙R’s simplified definition: “Say the right things to the right people at the right time.“
Let’s move ahead with this simplified definition and answer the question: “Why do I want to do this?” Again, the simplified answer is: because you will obtain a better sales result and spend fewer dollars. So, how do you go about doing this? There are some fundamental steps you should take to be effective:
First, consider who your best “suspects” are. This includes groups such as customers, prospects, big or small companies, particular market segments (SIC / NAICS codes), geographic areas, job titles of person, etc. Once you have decided on these fundamental demographic items, do a simple “profile” of what makes some suspects better than others. It probably begins with answering the question: who are your best customers and why?
Second, make a list of what you know about your prospects or what you wish you knew. Besides the above “demographic” stuff, here are some other obvious items to get you thinking:
Before we move on to the remaining fundamental steps, let’s see what targeting looks like. Again, we’ll keep it simple:
To summarize these fundamental targeting tactics:
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