Personalized marketing isn't a new concept, yet many businesses continue to distribute broad marketing content without a specific message or target. Generalized content is easily overlooked because it doesn't provide a solution to a problem, therefore it doesn't appear to have value.
How do you develop value-focused content? Keep reading to find out:
1. Discover what you do best.
Chances are, your organization provides multiple services to your clients, but there is typically one or two services that you are EXCEPTIONALLY good at. When analyzing your product or service offerings you should be focused on two main components: efficiency and effectiveness.
How efficiently and effectively you perform a service is directly correlated to the amount of value you provide your customers. Spend some time listing your main services, then rank them from most to least valuable. Talk to your staff, oftentimes your most valuable service is one that your employees enjoy performing. Talk to your customers, ask them why they enjoy working with your organization. The answers will help your marketing team develop value-focused content based on your specialties.
2. Identify your ideal customer.
Spending time reviewing your current book of business is the easiest way to figure out what your ideal customer looks like. What customers do you provide the most value to? What services do you perform most effectively AND efficiently? Are your services specific to a particular industry?
Discovering your ideal customer allows you to develop personalized messaging with your marketing content, it also allows you to prequalify your leads before they even enter your pipeline! Personalized marketing content has a higher level of perceived value and makes it more likely that prospects will engage your company.
3. Consistency. Consistency. Consistency.
After you identify your primary service and ideal customer, it's extremely important that you go all-in with your messaging. This means staying true to your personalized marketing content on a consistent basis. Typically, a minimum of 6 months is needed to determine if your messaging is valuable to your target market and effective at getting you leads and sales.
Additionally, your content's look and feel should be the same across platforms. For example, your social media marketing should be seamless with your landing page. The idea of consistency is to create a streamlined experience for your prospects as they research your brand and decide to contact you.
Discovering your primary service and your ideal customer can be intimidating, and it's a lot of work, but it pays off in the long-run. Hiring a marketing consultant allows you to gain an outside perspective on your organization and eliminate the disconnect between your marketing, your brand, and your customers.
The result is a consistent, and trustworthy, experience for your customers and prospects.
Daniel Marr is the Director of Business Development for NWPC Marketing Solutions, a team of marketing experts dedicated to helping you achieve your goals and BOOST your brand! Daniel specializes in developing close relationships with our clients and their marketing teams to establish a strategy, coordinate projects, and develop effective campaigns.