Bon’s Eye Marketing is founded on the principle that good marketing comes from great creativity. We do our best to conceive original ideas and strategies that will make your business as successful as possible. But we don’t want to keep our creative minds all to ourselves. We want to share our knowledge with you, the community, because we believe a well-educated community is a better one. Here’s a little insight into what Bon’s Eye does on a regular basis (without giving all our secrets away).
If you’re in marketing, then you’re also in social. Pernille Brunn-Jensen, Chief Marketing Officer at NetBase, shared this quip in a recent webinar on How Trusted Brands Do Social. She spoke on what it takes to get Generation 3 to become advocates of your brand.
In a nutshell, Generation 3 is the latest generation in social media advertising. Brands can see their businesses impacted by social media and are communicating in real-time, not monthly or weekly. Generation 3 expects a tailored social experience, so defining audiences and catering consumer experiences throughout the business should be at the top of your brand’s priority list.
Knowing your consumers inside and out will improve your audience marketing. The following three-step process helps brands understand who they’re marketing to.
1. Audience Segmentation
The first step in analyzing your audience is defining it. You need to know their psychographics, geographics, life interests, lifestyle, behaviors and emotions. Following them back on their social media channels can help you discover these specifics as long as you’re willing to put in the effort.
2. Audience Analysis
Next, narrow your audience further based on the information you’ve discovered. What do your consumers love? Hate? Trust? Want to buy?
3. Audience Targeting
Lastly, compile all information to customize your brand’s message, media and advertisements for each audience. Evaluate your results frequently to refine the process, and repeat these steps.
Real-time marketing is also an important part of social marketing. Social media operates live, so brands must be able to manage and respond immediately to crises and events. Consumers who take time to interact with a brand expect a conversation. This means when someone shares a comment, opinion or question, you respond. Social testimonials and peer reviews are some of the strongest tools to help boost engagement and credibility. When your customers hear about the quality of your product from their friends and acquaintances, engagement doubles.
Brands and marketers now realize it’s no longer about who’s on social media, but who can do it best. By customizing messages and using techniques like real-time marketing and testimonials, brands not only will rise to the top of newsfeeds, but will be top–of-mind when targeted consumers make their next purchasing decision.