Five Tips for Overcoming Cookie-Cutter Marketing
Gone are the days of throwing up a paid Google ad, luring in prospects with a ‘free report’ (a poorly disguised/glorified sales letter), and then peppering that prospect contact list with email offers. Gone even are the days of filing a social media feed with generic quotes and content. Consumers are getting savvier by the minute and aren’t falling for the generic messages any longer. They expect better. They expect directed, personalized, unique messaging speaking directly to them and their needs.
We’ve seen a shift in recent years toward a blanketed, turn-key, churn-it out approach to inbound content-driven marketing campaigns. Particularly with the rise of marketing automation systems, with the ability to set up ‘personalized’ automatic emails to form completions and pre-set automatic drip campaigns. These marketing systems are powerful tools, but can’t replace smart overall marketing tactics. So casting a wide net of mass quantity messages out there hoping to catch a few big fish among the junk isn’t going to cut it anymore.
Same concept goes for content marketing. After several years of marketers touting the ‘content is king’ theme, prospects have been constantly bombarded with content driven marketing to the point that they have started to tune it out. A variety of content creation services have popped up to assist marketers in generating a continual flow of content for their article blogs, video blogs, infographics, social media, etc. That churning out of generic content has hit a tipping point, as prospects are on content overload.
Prospects can see right through your transparent content. They are looking for the content that speaks directly to the issues they face or the needs/wants they are looking to fulfill and an interactive dialogue with you.
Five tips for overcoming the cookie-cutter approach and get your marketing message across:
1. Develop your ideal prospect’s persona. What audiences does your product/service appeal to? Who is your ideal customer? What media channels do they frequent, what are they looking for, and how can you speak directly to them? Once you determine this, you can narrow down 2-3 key target audiences you’d like to market directly to.
2. Quality over quantity. Well thought out messaging, accentuating your value proposition, and deliver value in the process. Instead of churning out more content, create stronger, more relevant content to promote more.
3. Purpose-driven marketing and messaging. What’s your/your company’s ‘why’? Integrate that message into your marketing content, go beyond simply promotion of your product and sales generation.
4. Design a multi-channel, multi-step campaign specific for each targeted audience. Customize a unique campaign for each of your determined target audiences, rather than creating a generic, blanketed marketing campaign. By doing so, you’ll be able to reach your prospects where they are, integrate the ‘personalized’ touch that they are interested in, and drive higher qualified leads into your funnel.
5. Combine New School and Old School. Depending on your audience, of course, but don’t be afraid to explore new channels/media or technologies to get your message out to reach your prospects, such as live video feeds. At the same time, the old school face-to-face meeting through networking and live events are still important lead generators. And there is something to be said about integrating the old school pick-up the phone and call a prospect into your marketing campaigns.
Would you like to learn more about avoiding a cookie-cutter approach? Check out our Tactical Marketing Strategies approach!