When it comes to finding your target audience, locating the right communication channel(s) is a key element of making a sales breakthrough. After all, what’s the point of laboriously segmenting your group if you don’t pay attention to how they like to interact? A prime example is blindly sending out marketing emails to prospects that practically live on Twitter! In the last few years, business owners are feeling pressured into using every available communication channel. In reality, you’ll achieve a greater level of success if you’re disciplined about the channels you utilize. By doing this, you’ll create a consistent marketing message that reaches your target audience in the right way at the correct time in the sales cycle. Hypersegmentation The days of splitting your audience into broad groups are long gone. Without detailed information about who, how, and why, customers purchase products and services, you’ll have no shot at competing with the big boys. You shouldn’t necessarily forget traditional media because even in 2018, radio and the printed press offer opportunities for small local businesses in particular. It wasn’t so long ago that hypersegmentation was classified as the Holy Grail of marketing but today, it practically mandatory. Your company must utilize data warehousing to ensure your marketing team is on the same page with the ability to effectively deploy the firm’s most recent and valid data. Once your marketing team has identified the different data sources available, you must use a common platform across the firm to achieve an integrated and coordinated approach. With hypersegmentation, you can effectively create limitless ‘markets of one’ so each customer feels valued. Switching on the Right Channels The process of hypersegmentation should enable you to determine the right communication channels, and don’t assume everyone wants to be contacted via social media. For instance, if you are a local business targeting a local audience, you don’t need to run a national online search campaign. Believe it or not, the right communication channel in this instance could be something as ‘old-fashioned’ as a local or regional newspaper. Your hypersegmentation efforts should not only help you identify your target audience, but it will also provide you with an excellent idea of how each person would prefer to be contacted. To be fair, if you’re in any doubt as to what to do, set up social media accounts and engage with your audience. It is a cost-effective way to get started and it allows for almost instant communication. Once you have researched your target audience’s preferred social media channels, you can encourage them to ‘follow’ you, and add social media buttons to your company website (if you don’t have a website in 2018 then I don’t know what to tell you!) Start asking questions! There is no better way to learn than by finding out answers directly from your target audience. For example, find out the publications they read such as blogs, websites and newspapers, and try to get your business featured in them. Once you know where to go and how to communicate, making sales will become a whole lot easier
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