Monthly Archives

February 2017

social media likes

Likes don’t pay the bills – a targeting case study

By A Helping Hand, Customer UnderstandingNo Comments

social media likesSocial media is a wonderful thing. Used well, it will drive brand awareness, maintain connections with your stakeholders and generate leads. But used poorly, it can chew up your time for very little return.

As you will see every 4th week, going forward from here, we will be using a case study to demonstrate what our blogs have been discussing for the previous three weeks.

An e-commerce company I have worked with has been using social media as part of its marketing mix for several years now. They would run competitions monthly to engage their followers and encourage them to interact and increase the reach of their brand. It seemed to be working too. The number of Likes continued to increase.

However, there was a problem. Our research showed that their typical buyer was a middle-aged man. This man lived in a suburban or rural location with a fairly big house and garden.  With an average unit sales value of around £300, the buyers needed to be fairly affluent.

When we ran the same research within their social media audience, the results were somewhat different. Middle aged women in urban locations were entering the competitions to win prizes that they would rarely use.

The audience they were attracting on social media was not there to get to know the brand, to flow through to their website and buy from them. They were simply there to win the prizes.

So what does this say about their social media?

They are attracting the wrong people!

But they have 1000’s of Likes and Follows I hear you say. The problem is that they aren’t getting what they really want: sales.

There is little point in spending time and money running social media campaigns that attract the wrong people.

The solution:

  • Post content that will attract their target audience.
  • Perhaps run Q&A sessions around what they sell to help people use their purchases more effectively.
  • Encourage customers to follow them on social media and post comments/images of their purchases in action.

What they need is their customers’ peers to engage on social media, so that they are tempted into buying. I’m not saying this is easy, but it’s got to be better than wasting money giving away stuff that isn’t encouraging others to buy.

I hope this helps

 

Moving from Ideal Client to Target Audience

From Ideal Client to Target Audience

By A Helping Hand, Customer UnderstandingNo Comments

Moving from Ideal Client to Target Audience

Last week’s blog defined an Ideal Client and the fact that having a solid definition of who (it is always a who) is your Ideal Client helps you to focus your marketing and be more effective. Now let’s look at what happens when you market to this highly focused group.

Let’s define your target audience as HR Directors of UK companies in Information Technology.

Let’s imagine your service helps HR Directors to assess the skills and attitude of developers via an online portal. Although there are lots of developers out there, finding one with the right mix of skills is not easy. Your reason for targeting companies with HR Directors is purely size.  These companies probably recruit developers regularly as they look to grow their development team or simply replace those that leave.
LinkedInAccording to LinkedIn, there are currently 532 in the UK-based HR Directors of IT companies.

You have developed a series of key messages that talk of how you can help these HR Directors. You have a convincing set of evidence which proves you can walk the walk. Your marketing programme aims directly at these 532 (or more) HR Directors of UK-based IT companies.

Let’s now look at who else your key messages are likely to resonate with:

 

UK HR Directors

Depending upon just how your application is written, I am sure that every other HR Director in the country also worries about recruiting the right people with the right skills and attitude.

Maybe you’ve done some work for companies who aren’t in the IT sector and could use that evidence to talk to other HR Directors if they get in touch.

There are 4,066 HR Directors in the UK.

UK HR Managers

Companies that don’t put enough credence into the HR role may only have a HR Manager, or they may be a little smaller than your Ideal Client. They still have issues in recruiting good staff and your application may be able to help them.

There are 58,932 HR Managers in the UK

So far we haven’t even left the UK and the marketing programme you develop to focus on just 532 people may resonate with a further 63,000 people.

Your outbound marketing will be aimed specifically at your core audience, but the supporting content marketing and inbound activity is highly likely to generate 78 enquiries from within this audience of 63,000.

Would you turn them away?