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Identifying Your Target Market

Identifying Your Target Market

Posted on Mar 30, 2017 by Emily Ballard

Identifying your target market isn’t easy, and it takes time. Once you’ve identified your target market, you need to get in front of them, grab their attention and give them a relatable reason for why they should choose your product or service. This is where it gets tricky–it is up to you to also give your customer something in return for their attention. In other words, you had better know your audience.

Who are you?
Okay, let’s take a step back. Ask yourself, as a company: what is your position in your industry, what are your values and why do you do what you do. Meet with co-workers in other departments, and ask them what the brand means to them. Discuss your company’s culture, and dig into building a complete understanding so that you can incorporate those values into your marketing strategy. Your goal here is to become well versed enough to tell your story, and genuinely exhibit who you are as a company.

Once you have a solid foundation and understanding of your company, identify what exactly sets you apart from your competitors. At this point, you should perform a SWOT analysis to identify your strengths, weaknesses, opportunities, and threats. Strengths and weaknesses should be internal, while opportunities and threats should be external. Being as specific as possible when addressing each element of the SWOT analysis will greatly enhance how you understand your position in the industry.

If you’ve yet to set goals and objectives, do that here. Begin with a specific long-term goal, and then narrow it down. Identify quarterly, monthly and weekly objectives for your efforts, as well as how you define success for each. This requires results to be quantifiable, in a way that they can be closely monitored.

Identifying your target market:
Now that you’re prepared, you can begin identifying your segments. You should create segments so that you understand the often subtle differences in marketing to each specific segment. If you have data or other insights–use them. Otherwise, ask yourself who will benefit from your product or service. Explore every demographic and be as narrow as possible. Once you have a list of segments, create personas for each segment.

When you create personas you should be as specific as possible. Identify their demographics, passions, interests, worries, and goals. What are their lifestyles? What are their needs? Once you have a persona, map out your customer’s journey. The Content Marketing Institute explains that their journey is one of the most important steps in understanding your target market and how to reach them. You are tracking down their daily tasks and what they might search online. Once you understand their journey, you should have enough of an idea to identify what channels they use, and what sort of message is most effective in reaching them.

Tracking Data:
Once you begin engaging with your target market, you need to track the effectiveness of your efforts. This provides insight into what is working and what isn’t. It is extremely important to make sure you are reaching the right people in the right way. For this reason, most marketers perform A/B split tests, by delivering different messages to smaller subsets of the same segment, to determine which is more effective. When you pinpoint what is working, it should then become easier to make adjustments where necessary so that your brand remains engaged with your target market.

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What You Need to Know About Your Business Before Searching for the Right Agency

What You Need to Know About Your Business Before Searching for the Right Agency

Posted on Mar 28, 2017 by Alyssa Zucker

A strong relationship between client and agency is vital to creating the best possible work. In order to foster an honest, transparent working relationship, you should come to the table prepared and ready to discuss the needs and fundamental values that make up your brand.

In truly collaborative working relationships, no party is left in the dark. You should be made aware as new milestones are reached in the creative process, have opportunities to provide feedback, and have reasonable expectations set by the agency. In order to build long lasting relationships, there should be a healthy, back-and-forth flow of communication, with very little uncertainty. It is better to plainly explain what you mean again and again, than to assume you were understood.

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Is Advertising Becoming Too Invasive?

Is Advertising Becoming Too Invasive?

Posted on Mar 24, 2017 by Alyssa Zucker

Living in a world with technology at our fingertips, mobile devices have given advertisers greater opportunity to reach further into consumers lives. However, to succeed in this ploy, they have needed to cleverly adapt. So we ask, with the average person constantly bombarded by advertisements, has it become too much?

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Austin’s Instagram Celebrities

Austin’s Instagram Celebrities

Posted on Mar 23, 2017 by Alyssa Zucker

Austin, Texas is famous for its vibrant community of art, music, and culture with hip places like South Congress, Rainey Street, and nature’s finest trails. So it should come as no surprise that many Austinites have gravitated toward Instagram, as their mode of visually expressing the city’s self-described weirdness. Naturally, Austin is also home to many Instagram “celebrities” who remind their followers each and every day why this is the greatest place to live.

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SXSW 2017: Key Takeaways on Digital Marketing

SXSW 2017: Key Takeaways on Digital Marketing

Posted on Mar 13, 2017 by Emily Ballard

The world of marketing is ever-evolving, and though there is no universal marketing strategy that will “just work” for every type of company, some marketing professionals make it seem like they possess the secret formula. Now that digital marketing has taken over, there are many new aspects of marketing that we must take into consideration when creating our marketing strategies. I went to multiple masterclasses on digital marketing that were held during weekend one of SXSW, and I’m here to share my key takeaways on where to focus your efforts when creating your digital marketing strategy.

Digital Marketing:

Lawrence O’Connor spoke on the fundamentals of marketing and shared in-depth, valuable information on how to understand your target market. While I found the entire masterclass extremely valuable, these are the key points I took away when focusing on digital marketing:

  1. Know your business. Ask yourself these questions: Why does my business exist? Why should anyone care? What am I not willing to compromise? What are my goals and how will I get there?
  2. Don’t skip testing and keep track of your data. Try both qualitative and quantitative testing. For qualitative you can focus on surveys and interviews and for quantitative focus on user engagement. When focusing on engagement, always pay attention to your analytics. If you are constantly recording your analytics, you will see what is working for you and what’s not.
  3. Recognize which platform your target market uses most. From your data, you will see trends emerge for where the most engagement is occurring. You can then increase your engagement with your core-users, through strategic interactions in social media.

Creating Your Social Media Strategy:

Vin Clancy, social media expert and owner of Traffic and Copy, shared his insight on how to grow your business using only social media. Through his in-depth presentation covering social media strategies, the main focal points that stuck out for me were:

  1. Add value. Bring your expertise to the table and offer your knowledge. Nothing beats staying genuine and true to who you are.
  2. Show up every day. Posting every single day on social media keeps you relevant, and people will create a connection with you. Keep your content fresh and relevant, and focused when engaging with your followers.
  3. Use content scheduling. There are multiple websites such as Buffer, Hootsuite and Spredfast that you can schedule content up to months in advance on multiple platforms at a time. These are great tools to use when you are trying to reach your audience through multiple platforms, on a daily basis.

Both of these masterclasses dug way deeper into these marketing strategies and covered topics of which I could only scratch the surface with this post. These key takeaways will help in understanding the basics of digital marketing, and are essential to the early development of your marketing strategies.

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What to Expect from SXSW

What to Expect from SXSW

Posted on Mar 10, 2017 by Alyssa Zucker

Austin’s annual population spike returns for its 31st year today, March 10, 2017. South by Southwest (SXSW) is an event that people from all over the world come to enjoy. Featuring speakers, conferences, and entertainment–this week of festivities has something happening at all times, and something intriguing for everyone.

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