In our previous
articles we discussed several aspects of the marketing techniques and
strategies. Today we're going to gain insight towards one of the toughest target
groups; the marketers.
The challenge with this audience is because they are
much more aware of your positioning and tactics than the average person who has
nothing to do with marketing.
Your choice of
words, graphics, tone and overall presentation is being judged by each member
of this audience. So you must be aware of that. Below
are my top 11 tips for marketing to marketers. Although those tips were
tailored to be used while marketing to marketers, you can still use them with
any target group.
1) Take your own
pulse:
See if you get
excited about your message to marketers. If you don't get excited, your target
audience will share your feelings. After all, you are not that much different
than your audience.
2) Benchmark:
I know some people
who don't want to be exposed to their competitors' messages for fear of being
too influenced, whether creatively or strategically. You must know how your top
rivals are communicating and learn as much as possible from them.
3) Leave your bubble:
Normally we all tend
to stay in comfort zones on a day-in, day-out basis. Physically leave your zone
and visit others who challenge you. I find going abroad is very helpful, as I
can get insights by seeing through other people's lenses that are different
than mine.
4) Respect time:
Typically, the first
thing you're asking of your target audience is their time, which is a finite
commodity, and your audience is acutely aware of that fact. Even a
straightforward solicitation has to be rewarding somehow... even if the reader
doesn't respond right there and then. How many times have you responded to an
offer or ad only after you saw the company's name a few times?
5) Don't give me
that chit chat:
Much too much of
today's messaging just adds to what I call mindless chatter that is begging to
be deleted, ignored or thrown away. Make your messaging pop out of the clutter
we're faced with day after day, whether it's editorial or advertising. Keep
your marketing operations relevant to your customers.
6) Get a voice:
Avoid corporate platitudes,
which may sound good rolling off the tongue, but are in reality hollow and
meaningless. Whether in written word or broadcast you should always get a voice.
7) Strive for thought
leadership:
Create a campaign
that places you in a position of authority. Maybe it's a white paper, or
appearing on a panel with journalists and research directors. Of course, this
means you've got to be believable, credible, and establish a natural flow
between the information you're providing and that which you do for a living.
8) Start an email
newsletter:
If you haven't done
so already, you probably need to set your sights on picking a topic, frequency
and format. Make sure you've got a few issues in the can before you pull the
trigger and launch. Have a subscription acquisition campaign in place at the
time of the launch as well. If your firm has budgeted to put this process in
place, get in touch with me if you need help setting up the operation.
9) Blogs, RSS feeds
& podcasts:
Yep, you might as
well be on the cutting- or near cutting-edge with the media you use for
distribution. Do this early enough, and there's a certain coolness factor that
will give you an extra lift. Wait too long and it'll be no big deal, or worse;
where have you been?
10) Listen to others:
Nothing beats
real-world experience. I get critical understandings of the current marketplace
by listening to what my colleagues are saying (and not saying).
11) Forget who you
are:
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