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Posted by on in Marketing
Make your email marketing personal!

Did you know people check their emails on average 4 times per day? I know I check mine a lot more - between my business and personal emails it's definitely much more than 4 times per day.

Personalized emails deliver 47% higher transaction rates than classic emails but 70% of brands fail to use them as an integral part of their digital marketing strategy.

Email marketing is not a new trend and has been around for more than two decades but in 2017 it is still the quickest manner in which to reach customers with critical information about your brand and services.

In this blog we are going to look at a few strategies you should be applying in your email marketing to make it more personalized. According to digital trends, 73% of customers prefer to do business with brands that make their marketing more personalized for their target audience. It makes their experience with you more relevant and contributes to you building a relationship with them.
Check out some tactics below that you can use in personalized email marketing.

1) Email segmentation:

Slice your email marketing for better list segmentation and to better improve the personalization of your email marketing. By segmenting your email lists you are targeting your customers more directly in regards to what they want or need from your business. Each customer is different and has different preferences, interests and tastes. There are a number of creative ways you can segment your email list to help run innovative and effective campaigns to target your customers. However, to do this you need to collect information about your email recipients, such as interests, geographical location, age, gender, industry and so on. The more information you can collect, the more opportunities you have to tailor your emails to resonate with them and in turn get them to take that step to connect with you one-on-one.

You can collect data by encouraging people to fill in forms, surveys and answer questions about what they are looking for from your business. You can also use past purchases to gather information on customer interests, buying frequency, and purchase cycle to enable you to identify upsell opportunities, the best time to promote certain products and reward frequent shoppers with a loyalty program.
Now that your list is segmented make sure you provide develop dynamic content for each segmented list and include a clickable call-to-action to your website to take that email to the next level and help you generate more customers.

Segmented email campaigns have an open rate that is 14% higher than non-segmented campaigns. So what are you waiting – start looking at ways you can segment your email lists today.

2) Individualized email messaging:

Now that your email lists have been segmented according to each criteria you've set out, you can start to personalize individually each email you send out to each customer. This shows that you are paying attention to them, who they are and what they care about the most.
36% of customers will read your email in its entirety if they are called by their first name. That is why it is really important to include their name in the subject line to grab their attention directly in your email campaign. You can also create content like images or videos include their name as well as in your storytelling content.

3) Behavior-triggered emails:

You can set up automated behavioral trigger emails for your customers which are real time reactions to how your customer is using your product or your service. For instance, when Facebook emails you because you haven't logged in for 5 days, or your beauty salon sends you an email because you haven't visited them for three months and provides you with a special offer, this is a behavior-triggered email. I received one of these yesterday and guess what – I booked myself in within seconds to take advantage of the deal being offered.

Trigger emails have a 152% higher open rate compared with classic emails. Which means behavioral email marketing is a beneficial tool which allows you to cultivate lifelong customers. Behavioral emails are very effective because they are triggered based on a prospect's behavior or actions that they initiated when interacting with your business. The decision you must then make is which user actions to react to.
This kind of personalized email marketing is also easily automated and can be used for multiple actions such as birthday offers and welcome emails, transactional emails confirming a download, re-engagement campaigns such as the example mentioned above and so on.
In your email start a conversation with your user based on the behavior and when setting up the email make sure you are creating a highly personal experience.

4) Responsive email design:

Just like responsive web design your email should also be responsive and the appearance of your email must be attractive to catch your audience's attention. Just as people form and impression within seconds about your brand from your website, the same happens with your email.
If it does not look good and display optimally on mobile devices, they will quickly click out on your email and it is not the reaction you want. If your customer also can't easily open or read all the content in your email, they will leave.

You need to take into account many factors such as the size of the email, the layout, and the fluidity, etc. Responsive design also plays a part in personalizing your email marketing because you are adapting to different devices and the context of the person who will receive your email. A good example of adaptive content is to mention "click" for a computer, "tap" for a smartphone and a tablet.
54% of emails are now opened and read on a mobile device.

5) Individualized landing pages:

One of the most valuable strategies is to match personalized emails and landing pages on your website to target your customer more effectively. The aim is to have the same personalized call to action for the customer and have a unified experience to convert them more easily.
Your landing page must be directly related to the content of your emails as well as to the interests of your segmented list of customers. It helps readers to see the next step and learn more about what you are promoting.

Using this kind of strategy, your campaign can have an increase of 8% conversion rate from the usual email marketing campaign. Customers respond more to a personalized and targeted email campaign across all areas. So get your email marketing and landing pages working together and get some awesome results.

6) Location-based emails:

With so many consumers on the go today and never far from their mobile devices, geo-targeting location based emails enables incentives to be delivered at the right time and right place to your target audience. Long gone are the days where one-size fits all in email marketing and even making minor adjustments can improve your results dramatically.

Location campaigns can also help you utilize real-time data and even help you to pinpoint a contact's precise geo-location which means you can market to them directly about any offers or promotions you have on at that time. This can increase in-store traffic and help boost sales through impulse purchases.
You might however, be asking yourself why emails compared to push notices or SMS messaging. Yes text messaging can do the same job, but has rarely ever delivered the same results.

Push alerts and text messages are still considered annoying, especially if they arrive at the wrong time, and they demand the consumer's attention in that moment, which is one of the reasons why some industries have an opt-out rate of 60% when using push alerts.
When you send an email it can be read on your target audience's own schedule and even if the message gets there a little later it is overall less annoying to the person receiving it, which is probably why email opt-out rates are significantly lower to push notices, and is usually around 1 to 2% after each email delivery.

Just in the past year alone, location-targeted emails have increased by 38% compared to non-location based emails. So why not give it a go yourself, you've got nothing to lose and possibly a lot to gain.

7) Self-managed preference centre:

Having a customer preference centre is a key tool to helping you manage your email marketing and your subscribers.
It allows your customers to control their personal information and can help boost retention and strengthen their relationship with your brand. The data and information they provide you are in their hands as they choose what they want you to know about themselves and they can adjust this information whenever they want to, as well as how they want to interact with you.

For instance, some customers will be more interested to receive emails on certain topics and at different frequencies and a customer preference centre can allow them to set these options.

Strong engagement, retention, and monetization don't come from you forcing your message on them; it will come from you reaching your customers in ways that appeal to them and having a preference centre will make that much easier.
The customer satisfaction will automatically increase and you will be able to collect new data to help personalize your email marketing as well. It shows you are building a successful customer / brand relationship on give-and-take.

An effective email marketing strategy is all about automation, segmentation and customization. Even if email personalization can seem a little challenging for some marketers, using the right email marketing and automation tools can reduce your pain points and make this process much easier.

If you need help with your email marketing, give us a call on 07 5592 2685 or email info@selectmarketing.net.au.

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How your business can use Culture as a competitive advantage!

Culture is an important aspect that let's businesses create greater engagement and growth. By paying attention to consumer's culture, you can get ahead of current trends and send messages that forecast changing consumer attitudes instead of just responding to current needs and wants. The ability to predict future consumer behaviour can give you a cutthroat advantage in your industry.

Culture is a way of life including customs, social behaviour, codes, manners, dress, language, cuisine, religion, rituals, and systems of belief. Every society has a way of life; which can influence how individuals communicate and act. Looking at the traits that make up your target market within your marketing plan can help give your business direction when trying to pick trends within your industry in which to position your product or service to in turn increase sales. These trends may not show up in basic quantitative market research like focus groups or surveys because many consumers are not necessarily conscious of these social and cultural traits. Having a good understanding of consumer culture will give you a strong grip of the basic needs that drive consumers.

The key of tapping into consumer culture is getting behind strong trends or movements in your industry. By observing the culture around you, you can anticipate what issues will be important in the future. Listening to news in the media and conversations on the internet will help you build awareness of the values that are motivating cultural change. By doing this you can predict the change and cater for the needs that will occur.

A great example is fast food company MacDonald's creating a healthier image for itself. With the rise of exercise and healthy eating, the company saw the trend and acted upon it, introducing a line of deli-style sandwiches and salads targeted at health-conscious customers. Another example is local Gold Coast bikini model and now millionaire, Ashy Bines who received countless amounts of followers asking her what she ate and how she exercised. Ashy saw a cultural trend and acted upon it, creating a 12 week diet plan and challenge, running boot camps both nationally and internationally. A pioneer in the market, the local girl has really made a name for herself who now also has a bikini line in Myer and has recently opened up a healthy eating cafe on the Gold Coast. These are just two examples how looking at cultural change can open up opportunities of growth.

Here's some ways you can learn more about the culture of your consumers:
• Research and educate yourself
• Listen to the media online, on TV and in the newspaper
• Join conversations online

o Get social on Facebook, Twitter, Instagram, Pinterest
o Read blogs
o Watch podcasts
o Watch Youtube and Vine

• Talk to your consumers
• Learn their language and slang
• Attend events your consumers go to

If you do not pay attention to cultural shifts, your business can be at risk to large cultural changes. By being aware, you can gain a strong competitive advantage in your industry and position your products or services for success. The key is to shift your businesses mindset, paying attention to the latest trends and conversations. The end result will give your business a better understanding of your industry and where the next opportunity for growth is.

If you need help defining your target market and tapping into consumer culture talk to us today! Call (07) 5592 2685 or email info@selectmarketing.net.au

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Posted by on in Website Design
Make your website more interactive!

Connect with your customers faster and on a personalized level with live chat support. It's a relatively new and popular way to instantly communicate with your website visitors. Live chat support can be used for potential customers to help with their buying decision or for current customers who need support with a product or service.

Many large companies have started to offer live chat support on their sites but live chat is not only for the big guys, small to medium sized businesses have also started to see the benefits it can have on their websites too!

Let's take a look at some of the benefits it has:
• You have the ability to chat to multiple users at the same time while also cutting down on support costs.
• Live chat offers instant access online to possible customers or clients which helps with website productivity and in turn can help boost sales.
• There are great tools to monitor website users activities to help you target your visitors more effectively. One tool is seeing what products they are interested in for market research purposes.
• The feature is a brilliant way to communicate with your users on a more personalized level.
• While chatting to your visitors you have the ability to directly navigate them to areas on your site. A great way to directly target them and increase your sales!
• Live chat can help you achieve customer satisfaction by providing a positive and quick service for your users.
• The beauty of live chat is that it's a free feature for all visitors which is sure to please!!

Problems live chat faces and ways you can get around them:
• Live chat won't be suitable for all users. Always offer additional support like phone or email for those who are not computer savvy.
• Not all mobile devices are able to support live chat features. Again additional support is necessary and make sure you test how live chat works on multiple devices for your website.
• Chance of prank chats can occur although if this happens a lot you can block the user or make email a mandatory field in your pre chat form.
• You must have the staff available to reply promptly, if your chat support fails users can leave the site annoyed.

Live chat support isn't suitable for every industry; some companies that can benefit from offering the feature include hospitality, tech support, online retailers, software companies, tourism and telecommunications. Industries that shouldn't include live chat on their sites are businesses that simply don't have time, who are not next to the computer in business hours or companies that only deal with users from different time zones.

If you think your company could benefit from live chat support incorporate it! 55% of consumers today expect to find live chat on a website. Satisfaction rates suggest that customers spread the word and return to websites when they are happy with the experience.

If you want to add this feature to your site to communicate with your customers talk to us today. Phone (07) 5592 2685 or email info@rent-a-website.com.au.

Next week we will highlight our best live chat tips and tricks to increase your sales and customer service skills! Keep your eyes peeled.

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Reach your consumers on Pinterest - Check out these great tips

We recently talked about the popular shift towards visual marketing and how looking at Pinterest as a new way to reach consumers could work well for your business. If you want to create an account here are some tips to look at:

Have interesting content – Like any site content is vital. On Pinterest it will be the pictures you will be sharing. It’s important to have lots of interesting images to get your visitors/potential customers sharing, talking and giving your page the exposure you need. Having images that interest people are going to turn into sales and promote your brand.

Update regularly – You need to be pinning, repinning, following and commenting regularly to keep users looking at your page and to build your audience.

Create a good atmosphere on your page – Not every business has a huge range of products and if you are only posting images of your products to sell users will get sick of seeing the same content. Create a good mix of images and pin photos of your products, things that interest your customers and that are related to your products.

Get personal –Users want to see and learn more about the people behind the scenes. Post pictures of your staff, events, yourself – anything related to your company that can give your users that little bit extra. Users like seeing the ‘human’ side of a business.

Connect- Make sure you link Pinterest with your other social media sites. Take advantage of Pinterest's integration with these sites it’s great to build your audience and your SEO.

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Posted by on in Social Media
Get Visual with Pinterest

As highlighted in our last post visual storytelling is currently a very popular marketing movement. Going visual will change the way you interact with your audience and can give your business the opportunity to reach a whole new one.

Mostly all of us have Facebook or Twitter accounts; I want to talk to you about Pinterest and how it could work for your business! This stylish photo sharing site has dramatically grown over the last few years and with over 70 million users it’s a great new outlet for businesses to look at.

Pinterest is a social media site where users engage, share and interact with each other. It provides great business opportunities to reach more consumers in their target market. Additionally with the site being predominantly a visual medium it’s the perfect opportunity for online markets to stand out from the rest. Stay tuned for some tips on what you should be doing on your Pinterest account

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The Final Steps of Defining your Target Market - How to Know if you Have Chosen Correctly

Now that you have the basics of selecting your target market you need to evaluate your decision. Consider the following questions:

1. Are there enough people that fit my criteria?

2. Will my target really benefit from my product/service? Will they see a need for it? 

3. Do I understand what drives my target to make decisions?

4. Can they afford my product/service?

5. Can I reach them with my message? Are they easily accessible?

Remember you can have more than one niche market, don’t break your target down too far! Take into consideration if your marketing message should be different for each market you target. If you can reach both niches effectively with the same message, then maybe you have broken down your market too far. Additionally if you find there are only around 50 people that fit all your criteria, you should most properly re-evaluate your target market. You must find the perfect balance.

You may be thinking how you are going to find all this information? Look at:

  • The web
  • Magazines
  • Books
  • Blogs
  • Other research people have done on target markets similar to yours
  • Surveys and data (even conduct some of your own)
  • Ask your current customers for feedback and information

Finding and defining your target market can be difficult. Once you have figured it out it is much easier to know the best media and marketing tools to use to reach them. Instead of wasting time and money trying to reach everyone, you will now have the specific consumers to target which is going to save you money and get you a better return on investment.

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Target Markets - Understanding Demographics and Psychographics

Now that you have began defining your target market the next step is choose your Demographics and Psychographics. By doing this you are further defining specific markets and in turn benefiting your business. Firstly define your demographics; you must be specific when doing so. Look at particular customers who need and want your product or service and who are most likely to purchase it.

The demographics should include the following:

 

 

  • Age
  • Gender
  • Location
  • Occupation
  • Income level
  • Education level
  • Ethnic background
  • Marital or family status

Once this has been defined, consider the Psychographics of Your Target Market. Psychographics is the study and classification of people according to their attitudes, aspirations, and other psychological criteria. It is the personal characteristics of a person:

  • Values 
  • Interests/hobbies 
  • Personality
  • Behavior
  • Lifestyles
  • Attitudes

Establish how your product or service can fit into your target's lifestyle. In what way and when will they use your product? What is most appealing to them about the product? What media do they turn to for information? Do they search the internet, read the paper or attend particular events? Gather this information on your target market and stay tuned for more tips on defining your target market!

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Some Tips to Identify your Target Market

Here are some great tips to help you define your target market:

1. Research Your Current Customer Base. Look at the common characteristics and interests of your current customers, in particular: who are they and why do they buy from you? It’s quite likely that other consumers similar to them could also benefit from your product/service.

 2. It’s always beneficial for any business to have a look at your Competition. Look at your competitors who are they targeting? And who are their current customers? Then see if you can find any a niche market within your industry that they are neglecting.

3. It is now time to analyse your Product/Service. Take another look at what you are offering your customers. Write out a list of each feature of your product or service. Next to each feature list the benefits they have – then the benefits of those benefits. Once you have this make a list of consumers that have a need which your benefit fulfils. This may be a bit general but you now have a great start.

Stay tuned for some more helpful tips!!

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Posted by on in Target Markets
What's your TARGET Market?

To build a solid foundation of any business, you must first identify your typical consumer and customise your marketing based around them. Today businesses are as competitive as ever and having a well defined target market is vital. No one can afford to target everyone; small businesses can effectively compete against larger companies by targeting a niche market. Many businesses define their target market as “anybody who is interested in my product or service.”

This is way too broad! Targeting a specific market does not mean at all that you have to exclude consumers that do not fit your criteria from purchasing your products or services. More precisely you just have the opportunity to focus your marketing and brand message on a more specific market which are more likely to buy off you than other markets. This is a much more efficient and affordable way to generate business and reach potential clients.

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