Most people I've worked with fantasize about creating perfect marketing campaigns. And I've learned over the years that what actually matters in marketing is relevance. Yet, plenty of marketers–specially in high-pay positions focus on classic elements–pretty creative and messages that only speak to them. The irony is that there are tons of marketers itching to focus on what their buyers want to hear.
Why do so many marketers have such odd blind spots?
Analyzing customers offers to solve the issue of making sure you know who you're talking to – and where in the decision journey you want them to get your message. Otherwise, your campaign is pointless since you don't know who the target is.
When you start analyzing buyers, and understanding their emotions, you'll be able to see what their struggles are and what they aspire to become. This is what your campaigns should target. Explore your Audience Interests in Google Analytics to get customer insights.
Google Analytics has a new feature called Treemaps that lets you visualize trends in your Acquisition channels so you can understand if your content is addressing your buyers' challenges.
Many marketing teams make the classic mistake of not creating different paths for different buyers to move through the funnel. Ideally, you should map the buyer journey to target users based on their behavior–creating a personalized customer experience.
So what’s wrong with targeting to a single path that YOU find totally satisfying and meaningful? You're probably going to create obstacles most customers. You can't create content just for people in the awareness stage of the funnel, and forget about the ones with urgent needs that may be ready to convert.
Perfection is an odd goal in online marketing. I've learned not to limit myself to perfect when it comes to choosing personas and content. You should consistently and continuously evaluate your content, and adapt it to target as many different buyers as you can identify.
When marketers think about identifying an ideal target, they're falling into an all-or-nothing trap.
So, how can you get started?
This is usually the dilemma; you're asked to create content before you're able to find out who your customers are and what they need. Your best bet is to start loosely, then refine your targets.
Start by tapping into your customer service team. Ask them about complaints and questions they're commonly asked. This is a great way to create relevant content that addresses the most broad personas. Trust me, 9 times out 10, the best customer insights come from inside.
Perfect marketing is staying agile and dynamic. Actively listening to what customers want to hear. Instead of focusing on what you want to say, pay attention to social feeds, online reviews, and customer complaints.