Audience Segmentation • Fine Tuned Listening • Automation
Like almost every marketer, you must make difficult decisions each day about how you will spend your limited time and resources. Because of that, you’ll want to be sure you’re making the most efficient use of the strategies and tools you will be employing. Many marketing articles will go on about specific tactics and how to maximize your approach to one key task. Improving calls to action to deliver the best possible offers by working closely with your business development associates is an excellent strategy to drive more revenue.
But sometimes, the advice can (and should) take a higher look at how to remake your entire marketing effort. One of the best ways to maximize your marketing resources is to focus on mastering three key strategies and then base your future success on delivering your best work in these areas. This tip sheet focuses on the critical “Big Three” of Listening, Audience Segmentation and Automation. And yes, you should think about them in that order – beginning with listening and ending with action. So let’s dive into 10 tips across these three key areas of digital marketing.
1. Expand the way you think about listening.
Many marketers do an excellent job of capturing prospect and customer behaviors in some areas, but either neglect others or do so only at an aggregate level. Make it a goal to listen more closely to individuals — and at scale. Look at the customer journey and think about all the ways contacts interact with you across channels – purchases, emails, mobile apps, social, Web behaviors, etc. Where could you do a better job of listening?
Listening is more important than ever for driving success in marketing these days – especially in various social channels. That might sound insane, but if you’re not dedicating a large portion of your effort to listening – you’re likely missing the point. Look at it this way: There’s so much more value in using social channels to engage and listen rather than just shout a sales pitch.
Identify some key behaviors which are most important to your business. If you don’t have a