The latest marketing tool, a “game-changing” app, and the social media landscape: these are constantly in flux with new options and promises of being the next big thing. Whether you’re just starting marketing or starting over after being burned, it’s essential to approach your marketing from first principles. Much like co-hosts Laura and Julia discuss in the What’s Working Now in Marketing: 5 Smart Shifts You Can Make This Month episode, starting from the basics will help you make better decisions on what to spend your marketing on.
1. You Cannot Market to Everyone
The wider the net you cast with your marketing, the more time, expertise, and money you’ll need to set aside. Limit your marketing by focusing on finding the customers that you want.
- Demographics: Who will buy your product or service? Use ideal client profiles or customer avatars to refine the age, gender, income brackets, and other key demographic information.
- Location: What is your service area? Where are your customers focused? This allows you to focus your marketing (including keywords) on limited areas.
- Interests: What interests do your clients have? By identifying where they are online and what they are viewing, you can more effectively target your marketing to them.
All these factors together not only allow you to better tailor your marketing but also enable better ad targeting, so your budget goes further and you get more conversions.
2. Keep Your Messaging Simple
Simple messaging in marketing has been a staple since its inception. Easily identifiable branding, readily memorable taglines, and keeping text short and on point are always useful, especially with the shortening of online attention spans. However, you’ll need to flex your creativity and authenticity in your marketing to not only differentiate yourself from other brands but also the flood of generic AI-generated marketing that’s coming online.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing. Find us on PodBean to download from your platform of choice, watch us on YouTube, or subscribe to our mailing list to get new episodes and more delivered directly to your inbox. Interested in supercharging your own marketing? Download our Marketing Strategies Playbook, learn more about our services, and contact us today.
