Quality trumps quantity when it comes to generating leads and moving prospects through the sales funnel. Rather than cast a wide net in search of a big catch, targeted marketing is much more productive. Here’s why ...
Whatever the marketing goal, you’re naturally inclined to spread your message to as many prospects as possible. Flood the top of that sales funnel with a wave of potential customers, and you’ll be off to the races, right?
But casting such a wide net can deliver a mixed bag, which is precisely what you’ll be holding. With such a large haul, the quantity vs. quality dilemma arises. You never know what you’ll catch, and chances are, you’ll end up throwing most of them back.
Your time and attention is better spent seeking out specific targets. By pointing your offer in their direction, you increase the likelihood of landing promising prospects. It’s as simple as it is effective, and can markedly boost your ROI..
Target marketing creates an opportunity to focus much more closely on a small group of prospects. Narrowing your scope allows you to better understand the pain and challenges your they face, right down to the specifics.
Armed with this powerful knowledge, you’re better able to develop messages that resonate. Because you are communicating directly with your prospects and learning how their world revolves, you build greater credibility and establish a level of trust.
That type of intimacy is all but impossible to achieve with an all-encompassing marketing campaign. The "all things to all prospects" appeal paints a vague and unclear picture. Perhaps a prospect is intrigued by your offer. But without understanding how it will address his specific problem, he’s more likely to float away from your sales funnel.
The tighter you squeeze each segment of the market, the better. "Ruthless segmentation" can be applied to help differentiate every target market. And there are countless ways to go about the slicing and dicing process, relative to your product or service.
For example, a software marketing campaign aimed at a large company might require dozens of different targeting tactics, ranging from the top decision-makers and budgeters (CEO, CFO) to the IT department and right on down to the employees in various capacities who would use the software every day for different tasks.
Target marketing is personal. After all, you want to be seen as a savior who provides a solution. Developing empathy and understanding, one small group at a time, establishes you as trust-worthy and credible. More than a solution, you’re viewed as a friend with a solution. And that’s a winning situation for both you and your new customer, my friend.
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