In the Right Place
This is the last entry in the five-part blog series on marketing the ‘right’ way. I’ve already discussed the definition of ‘right’ in the context of marketing, identifying the ‘right’ person through ICPs and Personas, telling the ‘right’ story via positioning and marrying the buyer’s needs with the value you provide, and doing it at the ‘right’ time, which is hard, but a content strategy can help with timing. Now, last, but certainly not least, is how to use the ‘right’ vehicle to capture your target’s attention.
To effectively connect with your audience, you've got to be where they are, in the ‘right’ place. There are so many vehicles to get your marketing message out, but to do it effectively, you need to take everything you’ve learned about your customer, the personas, the messaging, and tie it to a tactic that they are going to see, and in a way that grabs their attention. These tactics include:
Defining the "Marketing Water Cooler": For those non-marketers out there, when a marketer talks about a “Water Cooler” they don’t mean the water jug in the break room; they mean the gathering spot where people talk and exchange information (which used to be the jug in the break room but now is often digital). Find out where your target audience gathers online. Maybe it's in specialized forums, social media groups, or virtual communities related to your industry. These digital spaces are where conversations happen, and you want to be part of those conversations.
Leverage SEO and Content: I’ve already talked about this in the previous blog, but Google is like the modern Yellow Pages, and nearly everyone turns to it when they're looking for answers. Simply, everybody is on Google. By investing in SEO (Search Engine Optimization), creating valuable content, and building an inbound strategy, you ensure you show up near the top of those Google results – and thus are where your customer is when they’re looking for answers. By the way – very few people are on page 2 of Google results, and almost nobody on page 3 or beyond, so make sure you’re doing your SERP analysis and getting on page 1.
Advertising and Retargeting: Don't be shy about trying various advertising channels. Think social media, search engine marketing (SEM), and specialized pages related to your industry. These digital advertising vehicles come with the advantage of being able to easily track. Also, creating disciplined tests with digital marketing can really help test messaging as well. To ensure your brand continues to be forefront of customer’s minds, retargeting can bring back those visitors who checked you out once but didn't take the plunge.
Tradeshows and Industry Events: Attend tradeshows and events in your field. These provide opportunities to network, showcase your products or services, and gain industry exposure. And, while you must sort through the masses, it’s likely that people who are in buying motions are walking around looking for the best solution.
Public Relations: Getting featured in industry publications or news outlets can be a real feather in your cap. It boosts your credibility and puts you in the spotlight for a larger audience. However, in my experience, putting out a press release is great for the investor market and your competition to learn more about you, but your typical B2B tech buyer doesn’t care about a press release and it’s therefore hard to tie to actual demand or lead generation.
Third-Party Review Sites: Positive reviews on third-party sites (G2, Capterra, etc.) can seriously influence people's decisions. Having customer campaigns, often on the backside of an NPS survey, encourages happy customers to leave reviews and become your brand advocates. Word of mouth from other customers will always be more powerful than what the company says about itself.
Email Marketing: The oldy but goody, email still packs a punch. But use it efficiently. Maintain your database, scrub it, ensure you’re using best practices, use A/B subject line testing prior to large sends, etc. It’s great for sending updates, special deals, and valuable content to your subscribers. But avoid the noise! Content that comes at regular intervals that have less than normal value (to the audience, not the company) becomes repetitive noise, and open rates plummet.
In-App Messaging: If you have any sort of application, in-app messaging can be a game-changer and is often overlooked or underutilized. Yes, it’s mostly for current customers or perhaps trialers, but you can use it to engage users and guide them toward what you're offering – and with a little app intelligence and behavior tracking, you can deliver a very targeted message right when the customers need it like upgrade offers when they reach a limit or upsell opportunities after triggering actions.
Get Creative and Guerrilla: Don't be afraid to think outside the box. Guerrilla marketing tactics can leave a lasting impression and make your brand unforgettable. When you truly know your customers, it will be easier to come up with those guerrilla tactics that will really grab the market’s attention.
Tips on being in the ‘right’ place:
Funnel Traffic to Your Website: Remember, your website is like your digital storefront. All your marketing efforts direct people there because that's where the magic happens. Ensure it is the best experience for your prospective buyers and that it will direct them where you want them to be.
Repetition is Key: Fight internal boredom! Prospective customers often need to see your message multiple times before it really sticks. Being consistently present in the places your audience frequents is like creating a drumbeat; over time, it starts to resonate.
Demand Generation vs. Lead Generation: It's important to distinguish between these two. Lead generation is about collecting contact information, while demand generation is all about creating buzz and interest. Both have their place, so understand which one fits your current tactic and align your CTA’s appropriately.
Test Different Vehicles: Lastly, don't just guess what works best. Test and measure the effectiveness of different marketing channels. Use data and insights to refine your strategy.
To maximize your marketing strategy's effectiveness, it's essential to be where your audience is. This means engaging in online forums, utilizing SEO and content to enhance your online presence, leveraging in-app messaging, promoting in various advertising channels, participating in industry events and forums, and considering public relations efforts to increase your brand's visibility. No matter which tactic you choose, the traffic will eventually hit your website, so ensure it’s ready, and don't forget to continually test and refine your strategy for the best results. All of this to say, being in the ‘right’ place brings all your marketing together.