A discovery meeting presents the opportunity to discover commonalities. Evaluate a prospect’s dissatisfaction and widen the gap between where they are now and their ideal situation. This gap allows for the ask, the pitch, and the sale.
After you’ve acquired new business, you want to make sure you retain them by keeping in contact with them on a rather frequent basis; however, this may be challenging if you lack human capital, but it must be done.
You must show clients, customers or donors appreciation by thanking them both formally and in creative ways. Show them that you are thinking about them so they will think about you for their next product or service.
One common technique used after outlining your goals and objectives is to segment your data file by a recency, frequency, and monetary analysis to engage those who have and continue to show interest in your company. Continue to remind them of your value and provide them with promotions that will make them feel really appreciated.
Understand that companies aren’t perfect nor are they expected to be, but to succeed in business you must be willing to face challenges and ameliorate problems to make money. Don’t thwart your own integrated marketing communication efforts to strengthen your brand and increase revenues by putting your head in the sand. Anything subpar eventually fails no matter how much you try to gussy it up. Fix the fundamental problems that are often made clear by supporters before embarking upon the journey of segmentation and content customization.
After you’ve addressed your organizations weaknesses and have pinpointed opportunities for growth you can learn more about your target market, which isn’t just “the public”, but clear segments that exists for your organization.
Determine geography, income levels, age ranges, ethnicities, interests, etc to discover everything from possible niche market targets to choosing the most impactful pictures for your website.Segment your data file and implement creative integrated marketing communications strategies from Out of Home (OOH) ad placements to profitable event mailing lists.
For example, if you are a nonprofit serving low-income children in underserved communities, you can pinpoint communities with a similar demographical target in proximity to your services to place kiosk ads to promote your services or pull names of individuals historically interested in attending events with the ability to pay $500+ for an event ticket from a large list to lower printing cost on a tight budget.
Remember, its all about the data. Great data allows you to really take the reigns on creating fruitful strategies and creative approaches to branding, customization, personalization, and effective marketing communication.
Maybe you feel like you’ve exhausted your resources for marketing. Pinpointing marketing opportunities isn’t always easy, but with research and a growing understanding of your target markets you can discover something new to do.
Marketing opportunities derive from putting one’s ego aside and “ear to the ground.”
Segmentation in marketing helps with just about everything. The reason for segmentation is truly an issue of relevancy. Your content must be relevant to your audience; otherwise, it falls on deaf ears.
Segment your data file by age, sex, location, income, etc or a combination of these, as the possibilities are endless depending upon what your marketing goals and objectives are. Now, pull together a list of individuals from your target market with contact information for the type of individuals you want to attract more of.
Think about it, you need to be strategic by working smart, not hard. Ask them for their opinion on your company’s products, services, customer service, events, and simply anything else you think important to know to advance toward a new marketing opportunity. You especially need to know what you are doing right and wrong in the eyes of those you value the most. Through listening you may learn how to deliver a service faster or even introduce a new product to the market.
Ask members of your target audience to give you their ideal version of what you offer to them. The key to life is to ask for advice and I highly doubt anyone would refuse to give theirs. As a result, you will learn more about your audience and improve your relationship with someone who now feels extremely valued because you asked them for advice and made them feel important.
How’d they come to acquire your product or learn about your service is also a great question to ask. You want to know if there were any challenges they faced trying to do business or support your company. How are they using your product or service? You never know, the running shoes your selling may be better tennis shoes.
Relying on digital analytics and traditional marketing data sets should complement knowledge gained about your target market. Bring your ear to the people, talk to them, and to find out what you should do to have your business thrive for years to come.