If you think of marketing as a body, target marketing is the heartbeat. Without an effective target marketing campaign, the body dies and with it your marketing impact. Whether that is your direct marketing efforts or enabling your sales force to effectively deliver your messages and grow sales, the need to identify prospects, build relationships and drive revenue is the reason marketing exists. If your target marketing plans haven't been in for a checkup in a while, here are 3 keys to get them happy and healthy:
- Love your list - I remember someone who was an expert in direct marketing saying that your list is responsible for 80% of the success of your campaign, with messaging and creative being the remaining bit. People can argue about the percentage, but the one thing everyone should agree to is that if you don't have a target the chances of you hitting anything is slim. You have to not just create a list of potential buyers but you have to curate it and improve it over time - it's never finished. Take the time to audit your list and add to it with care so that it remains the lifeblood of your business.
- Consistency is critical - far too often marketers (and salespeople) give up after the first or second contact, thinking that if they don't respond immediately they never will. You can never truly know when your customer will need to buy or what combination of messages and offers it will take to get them there so continuing to communicate with them until they tell you not to. Regular contact build familiarity and comfortability which paves the way for action.
- Test and measure - it's been good to see that A/B testing can come back into form and it certainly is easier to do these days with email marketing and online advertising. Much like not knowing when your customers will want to buy, you never know what combination of creative and messaging will move the needle unless you test and validate them. Sophisticated marketers test colors, pictures, size of offers and delivery times all to see what can move the impact one degree. You may not be that mature yet but start with testing one thing to see how it does and go from there. Measuring your campaign and how they improve over time will help your efforts over the long haul.
Make sure to take care of your target marketing efforts and they will pump the blood your strategies need to keep you and your company moving.