Customer Response Targeting

Huge shortage’ in digital skills says Apprentice winner*

Mark Wright, winner of The Apprentice in 2014, and the man who runs the marketing company Climb Online says there is a shortage in digital skills. First, let’s define so called “digital skills” which by UNESCO (United Nations Educational, Scientific, and Cultural Organization) is the use of digital communication applications and networks to access and manage information.

Luckily, the founders of Three Circles Marketing (TCM) practice these skills on a daily basis, while continuing to stay up to date on the latest trends, technology, and what’s needed to stay ahead of the game of social media marketing.

When working with TCM you will be involved in the process of developing integrated marketing campaigns where you will have a chance to learn new strategies, techniques, and tools to keep you ahead of your competition.


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Targeting: How to Make Marketing More Efficient and Effective*

First, what is targeting? Targeting focuses on defined groups that reflect your current customer based on interests and characteristics. This is particularly important when communicating using social media marketing.

When targeting reflects the diversity in your current customer base it allows your digital marketing spending to be more efficient – this is how TCM can deliver affordable and sufficient digital campaigns. Targeting allows you to put more money into profits and gain a higher return on investment.

However, to achieve these results from targeting you need to have a strategic approach to understanding your customers along with the marketplace in which your company operates.

If you don’t understand your target market and the return on investment you could be achieving, talk with us. If you work alongside TCM we will be able to help you understand your target market which includes customer segmentation, brand experience, and their decision journey.

Oh, the best part, after we help you establish your target market, we can show you the value this group can bring to your company.


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10 [New] Truths About Marketing After the Pandemic*

Janet Balis said as marketers think about building brands during this year and beyond, what should we take away from the pandemic? What can we do to help companies grow faster? And how is marketing being redefined in the age of Covid-19?

Here are Janet’s 10 new truths regarding marketing:

  1. Marketing begins with knowing your customer segment.
  2. You are competing with the last best experience your customer had.
  3. Customers expect you to have exactly what they want.
  4. Courting customers is just like online dating.
  5. Customers must sit at the heart of your customer journey.
  6. Relationships are everything.
  7. Agility is a modern marketing approach.
  8. Your brand should stand behind great values.
  9. You need the right balance of factors (including your tech stack) to drive modern marketing success.
  10. Marketing is at the center of the growth agenda for the full C-suite.

All of Janet’s “truths” require a deep understanding of the customer and how each aspect affects their ultimate brand choice.  TCM brings all those together through our partnership with Qualtrics CoreXM.  TCM projects allows you access to sophisticated survey analytics to gain unique insights to your brand’s customers, markets, and competitors. TCM also has the ability to review your social media marketing and digital analytics data through tools like SEMrush, SimilarWeb, and Google Analytics.

These tools allow TCM to help you better understand your customer segment, understand their last experience with competitors, revealing insight into what your customer wants next.

In taking the steps toward a better understanding your customer you will be able to find the perfect segment of customers with common needs, interests, and lifestyles that fit your brand’s promise, resulting in greater sales growth.


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How To Segment And Retain Your Customers*

Getting new customers is great for any business, but the real key to success is retaining them. As I’ve mentioned before, customer retention is among the most important metrics that can make or break a business.

What is customer retention?

Customer retention refers to the ability of a company or brand to retain a cohort of customers over some specified period. Different cohorts will have different retention rates.

As you acquire new customers it can become increasingly difficult to keep tabs on the needs of different customers, especially when your customers no longer fit into one neat category as over time their relationship with your brand changes. That’s where segmenting the market based on customer response targeting comes in by defining segments based their relationship with your brand.

What is customer segmentation?

Customer segmentation refers to the practice of separating customers into different groups based on commonalities. By grouping customer markets in certain ways firms can either apply a vertical segmentation growth strategy or a horizontal segmentation growth strategy. Horizontally segmented growth companies compete by expanding horizontally with the same product line into different customer markets. Whereas vertically segmented growth companies compete by adding to their existing product line to serve different segments of the same customer market.

Here are a few of the factors TCM uses for segmenting customer markets:

  1. Demographic Segmentation (Customer Profile).
  2. Psychographic Segmentation (Customer Lifestyle).
  3. Firmographic Segmentation (Customer Company).
  4. Geographic Location Segmentation (Customer Home)
  5. Behavioral Segmentation (Customer Interest).

So what does segmentation have to do with retention?

The ability to define customers in terms of specific characteristics related to the brand’s growth strategy enables you to design messaging strategies tailored to your core customer base for retention separate from messaging targeted to growth customer segments. Retention messages address reasons for satisfaction or dissatisfaction, whereas growth strategies focus on awareness and trial. This separation provides the maximum return for your marketing budget.

TCM’s segmentation analysis enables you to better understand your customer segments for growth or retention when targeting social media marketing campaigns for example.


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5 of the Easiest Ways to Make Data an Integral Part of Your Business’ Digital Marketing*

Data are essential to every digital marketer. The world of data allows us to create more targeted ad campaigns based on consumer information, and know if they were successful or not.

Data allows us to put the right message in front of the right person at the right time. Without the data we would be just throwing up random copy and images and hoping they worked.

Here are the 5 easiest ways to incorporate data into your marketing plan to achieve the best results.

  1. Google Analytics – It’s the most ubiquitous analytics platform out there. You can get a ton of information for free. You can generate custom reports and share them with people in your organization
  2. Track your social media marketing engagement – Start tracking your posts regularly and tailor your content to what your target cares about.
  3. Harness demographic data for your PPC – Use demographic data and segmentation analysis to decide where to put your focus.
  4. Make personas of your customers – Customer persona segments are key to targeted marketing campaigns, and you have the information to do it. Use tools like Facebook Audience Insights and Google Analytics to compile information on things like age, income level and lifestyle interests.
  5. Choose your channels carefully – Research your channels. Find out where your preferred audience spends their time.

TCM’s data analytics knowledge will allow you to integrate customer data into your social media marketing campaign from the get go.

TCM makes sure your digital marketing ad campaigns reach the key touch points of your customers’ journey so that no strategic target segment or preferred communications channels are missed.


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What is a Horizontal Market?

A horizontal market is diversified so that the products created are able to meet the needs of more than one industry. A horizontal market is one in which the good or service is widely used and in wide demand, and so the firm bears little risk in demand for their offerings.

So, what’s the difference between a horizontal market and a vertical market?

Vertical markets are the opposite of horizontal markets in that they focus on a particular customer target segment of a single industry. Higher education is a good example of a vertical market where an institution offers several “products” or degrees to meet the needs of the same demographic target segment. Should a university offer the same courses to meet the needs of corporations it would be expanding horizontally into a different industry.

TCM operates both horizontally and vertically by not only offering its many digital marketing services to meet the needs a particular segment of the market – small businesses in Vermont – but also by offering its digital marketing services to meet the needs several different industries. Our digital marketing services that are used to create social media marketing campaigns can be used across eateries, hospitality, agriculture, and others, all for small businesses in Vermont.

The importance of this distinction is in making sure that the growth strategy you are pursuing – horizontal or vertical – is reflected in the customer targeting strategy you chose for your social media marketing campaigns.


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4 Key Elements Every Digital Marketing Strategy Needs*

There are only four key elements that every digital marketing strategy needs.

  1. An Ideal Customer Profile (ICP)

Any great digital marketing strategy starts with research about your core prospect to make up your ideal customer profile. This will include geo-demographics like age and income, psychographics, like interests and hobbies and most importantly, the problem they are trying to solve,

  1. A Clearly Defined Customer Journey

The journey of a customer has four stages that consist of low awareness, some awareness, high awareness, and most awareness. This awareness refers to the understanding there is a problem that the customer is experiencing and knowing a solution.

  1. Easy-To-Consume Content

The easier you make it to consume your marketing content, the more likely your audience will engage with it.

  1. Social Proof

“Social proof is a powerful tool in psychology and any digital marketing arsenal. These days there are so many businesses making big claims online that customers are understandably skeptical.

Reviews, testimonials and case studies are excellent ways to show social proof. Most customers today will browse reviews before making their purchase decision.”

This level of “customer understanding” is particularly important in social media marketing. To engage personally with a prospective customer requires relevant content that is both differentiating and motivating – something TCM calls “determinant” messaging.

TCM follows omnichannel marketing principles so that messaging follows the customer’s journey and a social media marketing strategy to boost the “social proof” of your brand’s message by reaching customers at their points of need rather than just the final point of sale.


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TECH TALK WITH MIKE: Why you should optimize social media content*

The benefits of social media marketing are many for businesses today. For one, more than four billion people in the global population now use social media. Therefore, marketing without a social media presence is akin to leaving money on the table. Moreover, social media provides unmatched exposure and can be the easiest way to break into a new market.”

The following are just a few benefits of optimizing your marketing content for social sharing.

  1. SMO boosts ranking
  2. It’s critical for target marketing
  3. It boosts engagement
  4. Enhances brand visibility
  5. Improves brand loyalty
  6. It is cost effective

The key takeaway; social media marketing is important for your overall marketing campaign. However, it takes informed, relevant and engaging content to truly benefit from a social media marketing campaign.


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Top tips for businesses who outsource their social media marketing

Outsourcing your social media marketing can be tricky, as it can be expensive. If you’re not clued up on social media at all, it’s hard to measure if the outsourced company is genuinely generating an ROI.

Here are some top tips you need to know if you’re outsourcing your social media marketing:

  1. Review Their Social Proof – You need to understand if you can trust them. Start by visiting their website. Is it professional? Do they have a testimonials page?
  2. Work closely with them. – No one knows your business better than you do, which is why you need to give them all they need to know. It will help them create a successful strategy and relevant content to target your audience and promote a positive image of your brand.
  3. Monitor Their Work – Make sure you review every piece of content created by them to ensure that they effectively bring your brand to life, aligning with your value proposition and goals.
  4. Request Insights and Analytics – If you don’t understand social media insights or analytics, your agency or consultant must clarify this.
  5. Weigh Up The Costs – Get a full breakdown of what they are charging you to understand the full benefits of their service. Does the price you’re getting charged guarantee a return on investment?

TCM is not your typical digital marketing agency – we are trusted professionals in digital marketing consultancy.

When you work with us you will see that we treat our work as if we were part of your management team. We dive into the daily operations and details of your business to provide actionable marketing campaigns that stay within your budget while at the same time deliver your success metrics.

TCM has proven to provide high quality work across multiple industries working with clients like the Central Vermont Economic Development Corporation (CVEDC), Sawyer Made, Onion River Outdoors, and Ceres Greens.


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