Just as a missile will cause most damage when given a specific target, the use of social media and other online tools will be far more effective where a clever marketing strategy points them in all the right direction. Sadly, the hit and hope scattergun approach will never work.
Segmenting and targeting online marketing to the key people in the B2B environment allows for the most effective and efficient results. So the question now is, who are the targets? And, how do our ‘missiles’ reach them?
Well, if your marketing focuses on the b2b market, the target should always be the decision maker. If we assume that the majority of senior managers in the country are 35 years old or older, this provides the first indication that ignoring age when segmenting a social media marketing strategy can be a dangerous game.
What’s more, according to the Forrester Research company, on average 60% of managers aged over 55 are not using any sort of social technologies whereas, 50% of managers aged between 35 to 44 read blogs, listen to podcasts and read online forums. With this kind of information it soon becomes evident that a generic approach that targets ‘decision makers’ as a whole is quite ineffective.
By developing profiles of managers, it becomes possible to target and tailor relevant social media strategies and avenues that each manager is not only familiar with but comfortable using. Regardless of which digital marketing feature is being utilised (social media, email marketing, blogging, etc) the importance of targeting and segmenting cannot be undervalued.
Take email marketing for instance, an effective campaign should include aspects of segmentation and targeting based around appropriate segmentation variables. Since email marketing is so cost effective it becomes easy to be generic, however targeting specific direct mail content to certain clients will allow for a better return for your time.
The thing about digital marketing is that the ‘tools’ are so readily available – but it’s no good just having the tools, you have to make them work for you. Targeting and tailoring email marketing to fit the needs of decision makers means more than including their last name; it means reflecting in the emails your ability to understand and appreciate what exactly they want.
GoldSand Digital’s digital strategies involve intelligent and creative content, and then the marketing of that content to drive up interest and engagement in the b2b world.
Speak to the team today to find out how our whitepaper reports, email marketing campaigns, social media management, online magazines, SEO and micro-site marketing strategies have led to increased web visits and fresh business leads. Call 020 7269 9885 or email info@goldsanddigital.com.
Pic: Jurvetson