We’ve come across situations time and time again where a client has attempted to generate better marketing results independently without success. Despite having products with proven search demand, their campaigns failed to deliver meaningful returns. This is a common occurrence with paid media channels. Often, the core challenge wasn’t their product quality or market potential, the issue lay within their campaign execution.
A lot of businesses operate in a substantial, well-established market and possess a great product or service but fail to execute strategic targeting and messaging. The complexity stems from the need to craft varied messages for different products and audience segments. Our strategies begin with an examination of target audiences, utilising methods like awareness ladders and funnel optimisation to fit together audience, channel and messaging.
Message-Audience Mismatch
Consider someone knows what product they want to purchase versus someone unaware of how your product addresses their needs. These two individuals require completely different approaches. Many brands send uniform messages across their entire audience spectrum, resulting in missed opportunities and decreased profitability. During discovery phases, carrying out customer and market research and developing personas helps to frame who we’re targeting across different platforms and what messaging will be most effective.
The Solution?
1. Audience Segmentation – creating distinct groups based on purchase intent and product interest
2. Message Alignment – developing specific content for each segment that resonates with their position in the marketing funnel
For example, an account may include dedicated Prospecting and Retargeting campaigns. Segmenting these further, either by layering audiences or using onsite behaviours, enables us to target our messaging so it resonates with specific audiences and their needs. Users who progressed further down your sales funnel should receive different messaging to those who only browsed product listing pages. If we’re prospecting solution-aware audiences vs problem-aware audiences, the messaging should be targeted to those groups if we want to trigger engagement.
The Results?
We’ve been through this process recently and the impact was substantial. Within a month, the client experienced:
– Increased revenue
– Higher profitability
– and even stock management challenges due to increased sales!
The success hinged on the fundamental principles described above, matching the right message to the right person at the right time. Does your messaging resonate with each specific audience segment you target? Without this alignment, marketing campaigns often underperform.
If you’d like to learn more about our process or how we can align your messaging with your target audiences, contact us!