The key stages in the Attract phase of the Lifecycle Marketing model are:
With so many advertising targeting tools and features like Facebook custom audience, google demographics targeting, contextual targeting, location-based mobile advertising and even audience targeting on digital TVs, it is becoming possible to narrowly target your audience when advertising. It’s become a buzzword that you should be as narrow as possible in your targeting.
Is it not better to reach a wider audience with your marketing dollars?
Well, it depends on what is the ultimate aim of your marketing. If it’s to generate sales ROI, you’d be most concerned about the actual cost per sale. Especially for small businesses with a limited budget, you can only run so many unprofitable ads.
Reaching a wider audience often means higher costs whether it’s through new or traditional media. One of the biggest mistakes you can make is trying to appeal to everybody. The truth is you can’t please everyone, and if you try to do it, your marketing campaigns don’t resonate with viewers. The result are low click through rates, low call-to-actions and in fact this causes costs per click to go up.
The key to profitable marketing these days is to narrow your focus and have a specific audience you’re going to target. That way you can tailor the message to a group of audience with common pain points, and lifestyle situations. Of course there has to be a practical size of audience to commensurate with the costs. So if you are running a TV ad costing a few tens of thousands, you’d want to make sure there is a suitably sized audience.
They want to feel that your message, your offer, your content has been created especially for them. That it helps them fulfil their needs/wants, solve their challenges and achieve their goals.
How can you define such an audience? You should know about your audience’s main challenges, needs, goals, sources of motivations, interests, hobbies, favourite books, etc.
You can do this by:
1. Checking forum comments, discussions
2. interviewing your audience – in person or on the phone
3. polling or conducting an online survey
4. using behavioural data from your actual ads or content
5. reading industry reports from primary research companies
The next step after identifying your target audience is to getting their interest with the ultimate aim of collecting the target audience as a lead.
Creating great content in various forms like ebooks, infographics, research reports, webinars, blog posts, videos can be used to promote to your target audience. The content should engage your target audience and help them do one or more of the following:
a. solve a problem
b. achieve a goal
c. provide valuable answers
d. be thought provoking
e. be entertaining
The best content without anyone looking at it is pointless. You’ll need to show your content to your audience via:
a. content optimization for search engines
b. promote your content with paid ads on Facebook, Instagram, Adwords, Linkedin
c. promote with paid content delivery networks like outbrain or Taboola
d. outreach to influencers who will share your content
e. contribute as a guest blogger
f. promote it on social media and bookmarking sites like Reddit
g. viral tools and social shares buttons
h. even offline direct mail, brochures, pamphlets and SMS Text-in
Using more than one traffic source provide a wider net in case your audience does not use some of these channels. At the same time, it also increases top of mind recall.
With IP Address, Cookie, device tracking and pixels, there are technologies that can already attribute multiple touches before even capturing personal data and allow you to retarget them across different channels.
Now that you have attracted the right target audience to your website, or their interest have been piqued by your direct mail, you need to have a way to get their contact details.
Online methods usually involve filling up a web form. Offline methods can include SMS text Opt-in, call tracking numbers for inbound calls, or even a paid reply envelope.
This way you get to send permission based marketing to a group of potential customers.
The biggest mistake to make here it to immediately start selling (unless your campaign was meant to sell). It’s the start of building trust and a relationship with the customer, giving value before approaching with a sale pitch.
When collecting leads it’s also very useful to be clear where the lead source came from, so that you know what is working and what is not working with your marketing. Direct mail could have tracked numbers, different post office boxes, or reply envelopes with serials. This allow you also to split test which were most effective.
Online lead tracking can take the form of URL tracking parameters which are the string of information attached to the landing page URL after the “?” mark, looking like this:
With proper lead tracking you can then generate useful reports like lead source ROI by channel.