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The primary goal of every small and midsize business is to increase sales. Everything starts and ends there. If the goal is to increase sales, a business needs to deliver excellent customer experiences and provide quality solutions rather than just focusing on quantity.
However, even though these two are essential, there is another thing that’s missing — targeted marketing.
Targeted marketing is the practice of segmenting the whole market into smaller groups and focusing all marketing efforts on most valuable customers that are most likely to make a purchase.
This involves gathering a lot of useful information about potential customers. Additionally, all of this data needs to be analyzed for effective marketing.
Even though these practices can be time-consuming or costly, they are essential for increasing sales.
Here are a few ways that you can use targeting to get more sales for your business:
Use a CRM to gather valuable customer data
Every good CRM software can help discover new customers and retain current customers. Customer relationship management software is designed for nurturing ongoing relationships but can be equally effective at identifying new ones.
A sound CRM system comes with analytical tools through which you can build a profile of your typical customer. You first have to collect relevant customer data and store all of it in the CRM.
With various features, you can then find similarities between customers and their behaviors. This data can help you discover new customers, find their location, and learn when it’s best to engage them.
When you have a basic customer profile, you can further analyze these characteristics. For example, seeing a location pattern, other brands they engage with, their income, where they work, and so on.
Create quizzes to learn about customers
Quizzes are easily consumable and engaging. Finishing a whole quiz doesn’t require a lot of time, and most people are willing to participate in them. Today, there are various online quiz markers and CRM systems that allow you to create a quiz in no time.
When you create an online quiz, it can be shared easily. You can use all of your business social media to make more people participate in your lead quizzes. There are two types of quizzes you should use:
Knowledge quizzes: Designed to test the participant’s knowledge on a particular topic. You can ask customers questions about your brand, your products, the overall industry you’re in, or anything else related to your ability to improve marketing and sales.
Personality quizzes: Personality quizzes are also beneficial. They can tell both the participants something about themselves, but you can also gather valuable information about your customers.
If your brand focuses on making sales, a personality quiz can help you place individual customers into adequate categories. From there, you can give them personalized recommendations based on their group and their answers.
Do customer surveys
Every business that wants to sell products successfully needs to think about its customers. You can never connect customers with your brand if you don’t show that you care about their opinions. Sometimes it’s best to do this directly.
This is where surveys come into play. Survey all of your current customers and people who are in your target market. This can help you learn how to present your services, products, or brand in a better way.
Surveys can help you look at your business from a different aspect and find out the things you’ve been missing. Take a wide approach if you want to find more people that might be interested in what your business has to offer.
On the other hand, you can use the data received to narrow down the market to a smaller group of people. Even though this will mean addressing fewer people, your messages will have higher chances of resonating with them.
Send messages directly to your audience
When you know the group of people you want to target, you can’t speak to them broadly. Instead, you need to send those messages directly to that audience and make sure that the messages are relatable.
Brands that have a target market with many different customers have poor results in terms of marketing campaigns.
Instead of trying to “unite” all of the segmented markets with a single message, make sure to create several targeted campaigns. Each of them should have a personalized message for that target group of people.
This is how your stories, slogans, and content can resonate with them effectively. It’s not about quantity. It’s about quality. Targeting helps you achieve this by caring more about the group of people you are addressing.
Use the opportunity to differentiate your brand
Any business that wants to be successful today needs to establish a recognizable brand. Sadly, this is easier said than done as there are a lot of similar organizations out there.
The common mistake here is that brands try to reach a significant number of people. Focus your branding on segmented audiences, as well. When you have a lot of relevant information about a group of people, you can approach them in a better way.
This helps present unique selling propositions and make your brand recognizable. When specifically talking to a group of people, they will pay more attention to your messages than your competitors that have a broad approach.
Similarly to sending direct marketing messages, you can also make your brand more unique with a unique approach. This doesn’t mean representing your brand in different ways.
It merely means approaching different groups according to their behavior and needs or emphasizing more on various aspects of your brand.
Targeting is helpful for both brands and customers. This is why it’s so effective. In modern business, sales aren’t random, especially when there are so many brands offering similar products and services.
Customers want businesses to address their needs correctly and want brands to care about them. This is what targeting does.
It incorporates marketing practices that focus on sophistication, detailed approaches, and quality. Modern consumers know when businesses look at them as mere numbers. Targeting helps you stand out and show that you care.
This kind of personalization improves experience and service quality, which are essential to increasing sales.