THE CHALLENGING GOAL FOR TODAY’S MARKETER
Consumers and buyers are exposed to a ﬁre hose of product advertising and marketing messages on a daily basis. To avoidgoing insane, most people try to ﬁlter those messages by ignoring content that is not applicable or interesting.In social media, this is especially true as the average Facebook or Twitter user’s newsfeed is an ongoing stream of announce-ments, rants, pictures, videos, service/product updates, news, advertisements, coupons, and deals. Even the most die-hardsocial media addict is challenged to read every update, tweet, survey, and life-changing o
er.As marketers, it is our goal to rise above the noise so our message is received, read, processed, and ideally acted upon.
Your Fans are Not All Created Equal!
The best way to not only engage but truly dazzle your prospectsand customers is to deliver content they actually want to receive.As much as we’d like to think so, almost no one wants to heareverything we have to say. At the very least, we should try to avoidsending information that is not applicable to the subscriber’sspeciﬁc interest in our company, product, or service.This concept of segmentation and targeting is far from a new idea.As a general rule, advertisers spend their budgets via mediumsand channels that have the best chance of reaching their targetaudience in the most cost-e
ective manner. Sales and market-ing teams should also use up-to-date customer databases andCRM platforms to not only segment and target messages withintheir own lists but to actually treat prospects and customers asindividuals.
But We Can’t Do This in Social Media, Right?
While almost every retailer has a Facebook Page (estimated between 75% and 95%+) and many looking to Twitter, veryfew have given any thought about how to segment or target the updates and o
ers they publish via social media. Mosttake a “one size ﬁts all” approach by using a single news feed for all of their updates. Here are a few examples: 2
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