Barbara van den Ende
Marketing?! Why would you ever need it, you are a mover!
You tried marketing before, spent a lot of money on promotion, advertisements, magazines, internet adds, and even radio spots. It brought you nothing, except maybe more time dealing with requests from fake clients!
Indeed, marketing can be very frustrating and it will cost a lot if you do not target your customer base correctly. But you can be sure that marketing will help you reach new clients more effectively and lead to an increase in revenue. Why? If you define your target audience beforehand, your marketing investment will only target your designated potential clients and your conversion ratio will then grow. How? You just need to follow the basic marketing model of segmentation, targeting and positioning. To help you out, here are easy steps to follow to start defining your audience.
Before targeting your audience, you need to know who to target. Using market segmentation will allow you to determine the most important characteristics of each market segment. Basically, customer segmentation is the division of potential customers into groups. These groups need to have similar needs and similar buying characteristics, i.e. responses to messaging so that a single approach can be used to sell to them.
Example: You could split up your customer base by dividing all potential people who want to move into types of moving groups such as people who move for work (expatriates - from private or public sector?), people who move for love, for education, immigrants etc.
Once you have split up your potential market into segments you could develop personas for each segment. A persona represents the different types of customers that might use your service. The first step is to write down a short description for your different types of customers following three categories: demographics, psychographics, and socioeconomics. Age, location, language, spending power and patterns, interests and stage of life.
Example of a Person: John is 45, he has two children and a wife, they both work for the government. They have an outdoorsy lifestyle and enjoy camping and cycling. John’s work is very important to him and he needs to move every 5 years for his job. John places great value on sustainability.
Once you have identified the different target segments, it is time to select a targeting strategy that is the most appropriate when reaching out to them. Think about the following questions: of all the different type of personas that use your service, which one has the most potential? So, what is the commercial attractiveness of each segment? How much money will they bring you? Are you able to reach many expats, or should your focus be students or migrants? Will you market towards each segment separately, just one, or all at the same time? Targeted marketing allows you to customize your message to specific groups in a focused manner. You can now create the right offer and approach for each target segment.
Example: Have you decided to target everyone in your customer base with the same message? That’s a mass market example, so you might just be focusing on people moving from the UK to North America. Are you more interested in designing a message for subgroups? For example, expats, family relocations or students? Then you would design a different message per subgroup. This is called differentiated marketing. If you choose to focus on one subgroup that you believe will bring you most, for example expat families. That is considered niche marketing.
The more specific your message is, the more it will resonate with your target audience. Understanding who your customer is, is the most important part of targeting them. Are you not sure where to find information about your customer?
It might be an idea to talk to your customer service team and if you don’t have a customer service team then speak with the person who picks up the phone. Customer service is part of your marketing strategy because it’s all about how you present yourself to the world. It’s also a very reliable source of customer information, your customer service team speaks with prospects or partners daily and they have a good idea of who your customer is. Here you can read more about the importance of customer service and how it can help you understand your audience.
Barbara van den Ende
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