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One Size Fits All Marketing? Not Anymore

But in a world of social media and ascending Millennials – things are changing. Where once there was Bud and Miller today microbrews are made around the corner. Where once there was Serta and Beautyrest – now online mattress companies are popping up all over. Where once we had only Pompeian Olive Oil – we now have regional and micro regions. Consumers are so much more sophisticated, and their tastes are hard to pigeonhole.

So, what is to be done?

Well, as the old saying goes – bury the dead and care for the living:

  • Market segmentation: Break your markets down by who they are and what they have in common.

  • What do they know about you? These are yourkey markets – how well do they know you? Don’t assume – do the research and find out.

  • What do you want them to do? How will you move them from awareness to motivation? What’s the plan?

  • How do your market segments get their info, whose opinion do they value?

Now comes the strategy!

Come up with a social media pan. It is amazing how easy the targeting on Facebook is – it makes it so easy to tailor your approach to specific markets – and offer them a message that they will respond to. No need to try to reach everyone with the same post, come up with posts and outreach for each key market segments.

Blogging – with great platforms like SquareSpace and Wix, there is no excuse not to have a blog. Blog post are an essential answer to your target markets questions– with them and with the right key words, Google will bring them to you.

Feedback – If you aren’t listening you’re not learning – there has to be feedback, and you need to listen.

Next, look to media- with declining mainstream media – look to blogs and websites that do well with your key targets - and come up with a way to get the right messages through to them.

Partnerships- by working with a partner who has access to your market – the person they value can be your ambassador

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