What's up, guys?
Welcome to my channel.
My name is Mallory Graham, and today I'm going to be talking about how to achieve a targeted
marketing strategy, and I'll also go over some quick and actionable examples that can
really help you achieve your results fast.
If you're feeling like you're constantly going in circles, trying to figure out what you
should be doing for your marketing, questioning your current tactics, and feeling overwhelmed
because you can't possibly do everything that you're supposed to be doing for your marketing,
if you want to know the three keys to a targeted marketing strategy, then keep on watching.
Now, make sure you watch it to the end, as I'll reveal a special bonus key that can help
you achieve your results, and I'm sure you'll find it extremely helpful.
Now, before we get into it, be sure to subscribe, and also hit the bell so that you can get
notified of my next video.
Okay, so the first key to creating a targeted marketing strategy is to first understand
why you must start with a strategy.
It is very important to really understand what a strategy is, and how it's different
from your marketing plan and your marketing tactics.
Many business owners think that they have a strategy, but they really don't, because
they don't understand what an actual strategy is.
Your marketing strategy is why you do what you do, your marketing plan is what it is
that you're going to do, and your marketing tactics or your campaigns are how it is that
you're going to do that.
Like all things in business, your strategy plans and tactics or your campaigns will and
should have lots of overlap amongst each other.
Now, let's illustrate this by looking at an example.
Let's say that my business is a bakery that specializes in dairy-free and gluten-free
baked goods.
My marketing strategy should then be centered around why dairy-free, why gluten-free, and
why baked goods?
Why do I care?
Why are these important to me and to my customers?
Answering these questions might seem stupid, but they're building a foundation around what
your business and what your brand really represents.
I say this because another dairy-free or gluten-free business might exist, but the answers to those
questions will be very different than your answers to those questions, which is the main
differentiator and what separates your branding and your marketing from theirs.
The reasons that your buyers want to come to you could be very much different than the
reasons that their customers come to them, which creates an authentic differentiation
between you and them.
We all know we hate doing strategy, because it's not as fun as working on tactics or campaigns
that are front-stage activities and visual proofs of our marketing efforts that can be
seen today.
However, the strategy is the foundation for everything that we're doing, and if we don't
set that foundation and answer those crucial questions, then all of our tactics will just
be guesses, kind of like throwing cooked spaghetti on the wall and seeing if it sticks.
Key number two to creating a targeted marketing strategy is to think like your customers and
create multiple personas.
Now, before you exit this video, I know, I know, we all hate creating avatars and personas,
but you know, the benefits of doing them will mean that you have a crystal-clear understanding
of who you're communicating with and whether it makes the most sense in how you're doing
it.
For example, let's say my business offers physiotherapy services, and I don't know how
to do my targeted marketing because it seems like everyone could be my customer, and because
everyone is my customer and I know I simply cannot be everywhere and do everything, I
then resort to doing nothing.
Getting started with your personas is often the hardest part, so if you're having a lot
of trouble just getting started with who your personas could be, and if you're getting nowhere,
try asking yourself who your top three customers are, or who are some people that you've really
made a difference for, what were some of their pain points, and how did you help them?
write down everything that you know about these people and what about them made your
solutions such a great fit for them.
How many primary buyer personas do you think that you have for your business?
Let me know in the comments below.
The third key to creating a targeted marketing strategy is to continually ask yourself "Why?"
Now, remember, your strategy is all about answering those tough "why" questions.
"Why are we doing this?
Does this make sense?
Why does it fit?"
Now, before you get too excited about ordering a banner or signage, or creating a new account
on Twitter or SnapChat for your business, make damn sure that you ask yourself why you're
doing it, and who you're targeting, and who you are going to reach with those tactics
and with those campaigns.
Ask yourself if you should really be on those platforms.
As long as it makes sense with how your customers live their lives and how they make decisions,
then it's great, but if it's not, then please don't waste your time on there.
And this comes down to why so many professionals or business owners avoid strategies, or they
think they have a strategy, but really they don't.
They have a set of tactics that they think they should be doing, and if and when they
ever ask those tough questions, like "Does this really make sense?
Who are we actually reaching?
Who are we targeting with this campaign, and what specifically are we trying to get them
to do?"
If you shy away or get uncomfortable with those tough questions, then you are risking
doing a lot of tactics and wasting a lot of money doing things that aren't actually going
to work.
For example, let's say I have an Indian restaurant, and my best target customers are local foodies
who've either experienced Indian cuisine before, or they're foodies who are really into trying
new dishes and trying new things.
If these people are savvy foodies who are really into researching where they're going
to eat next, reading reviews and doing their homework, putting your budget towards Google
Ads, no matter how much experience you have in running ads or how much you want to do
Google Ads, would likely not be a good call because your target customers would not be
influenced by an ad.
Let me know if you guys agree.
I hope that makes sense.
Please let me know in the comments below.
So now you know the three keys that will get you started on creating a targeted marketing
strategy that will give you real results.
Now, for that bonus, if you're looking for a step-by-step process for creating your own
digital marketing strategy, be sure to download my digital marketing guide at the link in
the description.
If you liked this video, please let me know by liking it.
Let me know what you liked about it in the comments below.
Be sure to subscribe and hit the bell, and also share it with your friends.
Thank you so much for watching, guys.
I hope you have an amazing day, and I'll see you next time.