There are essentially two kinds of online marketing out there today: targeted online marketing and un-targeted online marketing.
The former works, because it effectively connects with leads and prospects, and helps turn them into happy customers. The latter doesn’t work, and the only folks who are happy about this can be found on the top floors of giant marketing firms (hey, those luxury company cars and 3-hour lunches don’t pay for themselves!).
Obviously, your goal is to turn your marketing spend into ROI -- and that means targeted online marketing is the only way to go. The following 5 keys will ensure that you’re on the right track, and that your marketing partner won’t have you subsidizing their toys and perks:
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Start with Buyer Personas
If you’re a regular visitor to the Leap Clixx blog, you’re familiar with our view that all marketing campaigns – online or offline – must start with buyer persona development. It’s the only way to know who to target, as well as why, where, when, and how.
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Create Relevant Content
Once you know who to reach (per the buyer persona development phase noted above), you need to engage them with relevant content through your blog, ebooks, social media content, and more.
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Spread the Word
To further target online marketing, ensure that you spread the word – not just on your website, but on social media properties and in communities (e.g. portals, forums, industry publications, etc.) where your leads and prospects congregate. For example, if you’re in the B2B space, then pushing out fresh, relevant content through LinkedIn is a must. And if you’re in the B2C space, then Instagram or YouTube may be even more important in terms of outreach and engagement than heavyweights Facebook and Twitter.
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Automate Engagement
Speed is a major factor in targeted online marketing. Leads and prospects don’t want to wait days or weeks to download an ebook or infographic, or get access to a knowledge base or portal. Automating this process makes it virtually instantaneous, and what’s more, you can personalize the content to boost engagement.
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Use Social Proof
Assets like case studies and testimonials (both written and video) can support targeted online marketing – provided that they speak to the themes and issues that your buyer personas find relevant. In other words, don’t just deal out testimonial after testimonial (or case study after case study). Be strategic and send the right assets, to the right people, at the right time.
Learn More
To learn more about targeted online marketing – and how to ensure that your marketing spend translates into ROI – contact the Leap Clixx team today. Your consultation with us is free.
Already practicing targeted online marketing and want to learn some inbound marketing best practices? Download our FREE eBook now:
Topics: Inbound Marketing
