Introducing The Marketing Knot: Step 3. Segmentation
Don’t you just hate it when you get an email, letter or phone call selling you something you’ve never been interested in, never registered to receive information about and would never buy in a million years?! It’s just lazy and desperate marketing. They know it and we know it and all it serves to do is damage the business’s brand and reputation.
As customers our expectations are higher than ever thanks to the clever technology adopted by the likes of Amazon and Apple that personalise everything we see. This can pose a real challenge for smaller businesses who simply don’t know how to tailor their communications and think they need a big expensive CRM system.
In reality what you need is a clear understanding of the different offerings you have and who they appeal to.
No two clients or customers are ever alike, and that means we need to know exactly what makes them different (hopefully covered off in step 2). Then we need to determine what our next steps are based on the specific pair of shoes we are walking in.
There is no such thing as a one-size-fits-all-approach in modern marketing. The more targeted we are the better results we’re going to see and frankly the less likely we are to annoy people. Everyone wins.