6 step journey to targeted marketing

presented by Tammy L. Wise

president of

Friday, October 25, 2013

www.wisechapter3.com

1 purposefully and clearly identify your audience

2 identify points of interest

3 plan route

4 select what to bring

5 load the car 6 do it! and share the experience

STEP 1 PURPOSEFULLY AND CLEARLY

identify your audience

Audience breakout sample

referral partners

Strategic partners Service providers Board of advisors Colleagues Family and friends What does your audience look like? company size, geographic area, decision-maker, industry, etc. And how can they help you grow your business?

clients .prospects staff

Audience breakout sample

referral partners clients growth

audience staff

What action do you want them to take?

Audience breakout sample

.

growth audience

clients

.

targeted audience

general

. .staff

referral partners

Audience breakout sample

.

growth audience

clients

.

targeted audience

general

. .staff

referral partners

.uowners/controllers in the food/beverage industry in this region

Audience breakout sample

.

growth audience

staff

referral partners

clients

.. .

targeted audience

.general

.uowners/controller's in the food/beverage industry in this region

j

food trucks

caterers suppliers microbreweries trade associations restaurants

urban and local farms

STEP 2 IDENTIFY POINTS of INTEREST (what information is relevant to

your targeted audience)

• What information is relevant to their world?

• What can make your life easier?

• What do they fear?

• What are their challenges, concerns and frustrations?

• Where do they hangout?

• What do they read?

• How do they prefer to receive their information?

VALIDATE what you all ready know by asking QUESTIONS

STEP 3 PLAN ROUTE

(what vehicle will you use to deliver your message)

OUTBOUND SALES Your message goes to your audience

INBOUND MARKETING Your audience comes to you

IN-PERSON CONNECTIONS You go to your audienceTools:

Direct Mail Newsletters Brochures Sell Sheets Advertising campaigns Sponsorships Annual Report Phone calls/emails Case studies

Tools: Website SEO Mobile Apps Videos E-books, white papers, how-to-guides Case studies Webinars/podcasts Blogs Social Media

Tools /Actions: Attend - networking and educational events Speak at conferences and meetings Join organizations

STEP 4 SELECT WHAT to BRING

(where will the content come from)

borrowpurchase exists new

words/graphics audio video

Conduct a content inventory

"just be useful" Jay Baer marketing keynote speaker & author

Resources to develop content

• Freelancers

• Content agency

• Employees (unknown talent for telling & capturing stories)

STEP 5 LOAD THE CAR

(bring the details together to create your plan or itinerary)

Published date

topic/ category vehicle

content: original, exists,

purchase

words, video, audio

assigned to

due date proofread promoted

on

STEP 6 TAKE ACTION,HAVE FUN

AND SHARE THE EXPERIENCE (do it!)

Get to your destination ...

a successful and thriving business faster with

TARGETED MARKETING

And don't forget to have fun along the way of your entrepreneurial

journey!

Thank YOU! Questions???