I recently read an article on Medium by William Frazier that really stuck with me. Among a lot of really great ideas, he says, "Marketing should be...asking someone on a date, and then another, and then another, with only one expectation: to genuinely learn what life is like for someone else. With the explosion of available data it can be tempting for marketers to cherry pick until their hearts content to reach that "perfect" customer and just throw a message in front of them assuming it will stick because they fit the data mold from their research. The problem is - good targeting is only as good as the connection the messaging has with that individual. It's imperative to know your audience outside of their data, on a human level, in order to create a message that will truly connect and engage them. Take the time to learn the things that the data can't tell you - like what their mindset is, what their pain points are, what do they value most above all else? Then, do some soul searching (or hopefully you already know). What are your company's key mission, vision, and values? Once you have those two pieces you can identify what values your company has in common which is the seed that your messaging to that customer should grow from.
When you take this approach and layer it on to a great data targeting strategy, you will not only reach your target audience, but you will create a lasting connection, and a future brand loyalist and advocate. Let's not be data-driven. Let's be connection-driven and data-influenced. Let's create kindred connections between our business and our audience.
â(Most) people don't want to marry someone who is ready to take them home before they even know their name. (Most) customers don't want to be sold to until they understand why they should value your brand. So don't be that brand.
â(Most) people don't want to marry someone who is ready to take them home before they even know their name. (Most) customers don't want to be sold to until they understand why they should value your brand. So don't be that brand.