by Kirby Hasseman
Targeted Marketing is an essential element for any business to thrive in today’s marketplace. The success of a business depends on how effectively it reaches its TARGET audience and how it positions itself as the go-to solution for the audience’s needs. You don’t want to target everyone. It works to reach exactly the right type of person. Your customer. That is why we at Hasseman Marketing have created this TARGET Marketing Framework.
Let’s talk about what TARGET stands for…and how you can implement it in your business.
T-Stands For Target
When working with clients, so many of them are stumped by the question, “Who is your perfect customer?” Many of them are even a bit annoyed. They will tell me that everyone is their customer. To that, I always say “If everyone is your customer, no one is your customer.” You just can’t market to everyone. You don’t have the budget. Spending the time to target that ideal customer can help you create a marketing message that reaches them…right where they are!
A-Is for Attract
The next step is to build your audience. While many people understand that this means social media, they lose sight of building the list that they own. Now is a great time to start to develop assets (like a lead magnet) that will help you start to build a list that you don’t rent…you own.
R-Is for Reach
Now is the time to expand your Reach. Now that you have a way to collect information, it’s time to promote and create content across all of the platforms that your ideal customer likes. Make sure you are not JUST selling. Too many businesses create “content” that is just advertising. Create content that provides value. When you do that, you can create more content…and it will help to grow your reach.
G-Is for Go Get it!
Now it’s time to sell. It’s time to “Go Get it!” So many entrepreneurs and marketers leave money on the table because they are wishy-washy and don’t ask for a sale. When you are providing value, just do that. But when it’s time to sell…go get it!
E-Is for Enthusiasm
Okay, so you have customers. Now it’s time to build a brand. It’s time to create enthusiasm for the brand. Your organization can do this by creating an experience that dazzles the customer. And one way to dazzle your customers is to show appreciation. This is the perfect time to grow with your customers…and create a tribe that is loyal to your brand.
T-Is for Track
At this point, you have a lot of activity. But what is working? Now is the time to create a scoreboard in order to track the activities…and the results.
So there you have it. These are the basic guidelines for the TARGET Marketing playbook. Do you want the TARGET Marketing Playbook? You can get that for FREE here.
And if you want to dig deeper still, please attend our latest webinar on the TARGET Marketing Playbook coming up on Thursday, May 4th at 2 pm. Please click here to register! We can’t wait to see you there!
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Kirby Hasseman
“Nothing happens until someone sells something.” Most organizations have to “sell” their products and services somehow. And if that’s the case, every person in your organization is in sales. But some people in your company are probably tasked with sales. So how do you maintain a consistent pipeline? How can you keep sales coming in month after month? What can you do to grow your sales?
We want to help.
That is why we have created our new webinar outlining a 10-Step Repeatable Sales Process. Sign up now.
Our new webinar will be Friday, February 24th at 2 pm. Register here for FREE.
The webinar will be only 30 minutes and we will cover some tactics you can get started on immediately.
So please join us! Just head here to register now. And please feel free to invite other team members that you think might get value from the training!
It’s FREE. It’s ACTIONABLE. And it’s Friday, January 27th at 2 pm. Please register here.
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Dustin
Employee appreciation day, the first Friday of March every year is an important event for businesses of all sizes. This special day provides employers with the opportunity to recognize and reward their employees for their hard work and dedication throughout the year. It’s also a great way to boost morale and create an atmosphere of appreciation and respect. It helps you “build a tribe.” We talk about that here.
Employee appreciation day celebrates the accomplishments and contributions of each and every employee. It is an opportunity to show employees that their efforts are appreciated and that their hard work is valued. When employees feel appreciated and valued, it increases their job satisfaction, productivity, and loyalty. In turn, this can lead to a better overall work environment, higher employee retention rates, and greater job satisfaction.
It’s about bridging the Appreciation Gap
Employee appreciation day also serves as a reminder to employers that their employees are the foundation of the organization. Without their hard work and dedication, the business would not be able to run as smoothly as it does. By taking the time to recognize each employee’s individual contributions, employers are sending the message that they value their employees and acknowledge their hard work.
Employee appreciation day should also be used to create a sense of camaraderie and connection among the employees. This can be done by organizing team-building activities, having a celebratory lunch or dinner, or offering rewards and prizes. These activities help create a sense of unity among the employees and show them that their employer really cares about them. This is where Branded Merch can really come into play. We have created this curated shop for cool ideas to help you show your team you appreciate them.
Finally, employee appreciation day is an opportunity for employers to express their gratitude for the hard work and dedication of their employees. It is a great way to show employees how much their efforts are appreciated and to thank them for their contributions. It is also a great way to remind employers that their employees are the foundation of their organization and that they should always be valued and appreciated.
Again…shop here for ideas on how to make sure your team knows you appreciate them.
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Kirby Hasseman
Regardless of the game, you are playing, it’s vital to know the rules if you want to succeed. Without the rules as a guidepost, you will be inefficient, make mistakes and frustrate the other players. That is certainly true of marketing your organization. You need to know the rules of the marketing game if you want to flourish.
And while some people might tell you that they want to be a “rule-breaker” and “think outside of the box,” it’s important to understand the rules before you try to break them.
3 Simple Rules of Successful Marketing…that many organizations miss.
While there are tons of tactics and rules around marketing, we are going to start with these basics. Like building a house, if you don’t have the foundation right…the whole structure will ultimately crumble. Many organizations sprint from fad to fad to game the attention of their audience. And it’s great to stay up on marketing trends! But when you can combine that with a solid foundation, you really have something to build on.
Know Your Customer
Let me just state it plainly, if everyone is your customer then no one is your customer. We all have limited budgets. No organization that I know has unlimited time and resources to reach “everyone.” And yet so many businesses today act as if they are trying to reach everyone. It’s great if you have a product or service that you think can help everyone. But you can’t reach everyone. So it’s incredibly important (and valuable) to spend the time to segment your market into smaller groups.
Who is that ideal customer? Where do they shop? What are their hobbies? Where do they live? Here are 10 questions to ask in order to dig in.
Once you really have a handle on who your ideal customer is, you have the ability to really create a marketing message (and a product for that matter) that serves them. Sometimes the perfect customer of your organization is you. But so often it’s not. So it’s important to dig in and do the research. This will allow you to understand what they read, what social media they consume, the conferences they attend…and more.
When you really know your customer you can create marketing that reaches them right where they are.
Make the Customer the Hero
I love this concept from Donald Miller’s amazing book “Building Your StoryBrand.” As Miller points out, so many of us make ourselves the hero of the story. Our marketing message is all about us. “We have been in business for XYZ years”. Or “we have won this and that awards.” But our customers really don’t care about that…we do. Our customers care about whether we can solve their problem. They have come looking for a solution.
The best marketing messages invite our customers into a story where they are the hero. We are the guide. We want to show them that our service, product, and message are all about helping them succeed. Our organization will simply help them do it.
By making the customer the hero of the story, we invite them into a story they want to participate in.
If You Confuse You Lose
Simplicity is incredibly important in our marketing message. Bill Petrie and I discussed this on a recent Promo UpFront podcast. Consumers are willing to pay more for brands that make their choices (and their lives) easier.
But maybe more important, if your customers and prospects don’t understand your offering, they will just move on. There are plenty of other fish in the sea! When a customer or prospect lands on your webpage (or other marketing messages) and they are not sure that you solve their problem, they will leave. It’s that simple.
As Miller talks about in the book, your marketing needs to explain what you do so that a caveman can understand it…immediately. If there is any confusion (or other sources of friction) the prospect is very likely to move on. You never get the chance to tell them your story. You don’t get a chance to explain. They are gone.
Now make no mistake, creating a simple marketing message is hard. Every organization is complex. Boiling it down to a few words can be really difficult. But it’s worth your time to do the work. What do you do? What problem do you solve for the customer?
If you can answer that question simply, you have a better chance of breaking through the noise…and inviting them into your story.
These are 3 simple rules of successful marketing. And if you are able to master them, you not only have a great foundation for your marketing. You are also likely well ahead of most other organizations in your space.
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
by Kirby Hasseman
I was at a small group meeting recently with a group of high achievers. These are high-character people who have had success in their life. I respect this group. As we went around the room discussing things that were on their mind, a theme bubbled to the top for me. Many of the people in the room were struggling with a common challenge. They lacked any positive recognition for their achievements.
Leaders in their organizations did not pat them on the back and thank them for their hard work…and it hurt.
These are highly educated, accomplished individuals. These folks show up every day and do their best. But the cultures they were working in did not recognize their efforts…and it was grinding them down. I am sure if you asked them, they might say they didn’t need a pat on the back. “Doing good work is enough.” But it’s not.
Being recognized for your contribution is something we all need.
We might not even think that we “want it.” We need it. Organizations that don’t understand the human need for recognition struggle. I was watching it happen in front of my eyes. These people who are leaders in their own organizations were frustrated…and the solution seemed so simple. But as I have said many times before, simple is not the same as easy.
Organizations (yes yours) need to do a better job of showing appreciation to their team. As I have said before, there is an Appreciation Gap in most organizations. If you ask leadership if they show appreciation, they will tell you that they do. But most employees don’t feel appreciated or recognized. That appreciation gap creates a divide in an organization that frustrates everyone.
Appreciation Has To Be Intentional
The fact is, life and business are busy. Even leaders that have the best of intentions can lose sight of showing appreciation. We have a lot to do and a lot to manage. And let’s face it, some of us are not as good at thinking of gestures of kindness as others. Unless I make a point of it, I lose track too! That is why leaders need to be intentional about showing appreciation.
We need to schedule appreciation.
As I have said hundreds of times, “If it’s not on my calendar, it doesn’t exist.” If that’s true of my appointments and sales calls, why would appreciation be any different? So here is how to build appreciation into every day of the week. If you do this regularly as a leader, you have a chance to bridge that appreciation gap in your organization and improve your culture.
Monday: Do a weekly walk around looking for people to lift up. Someone on your team has probably done something worth mentioning. Call that out. If not, there might be someone that is struggling. Look your team in the eye. Make it a point to listen. Take an hour a week to lift your team up.
Tuesday: Send one thank you card. If you do this before your day goes crazy, this will not take long. When you stack this up, week after week, your team will feel seen.
Wednesday: Bring in the merch! Once a week, pick out a high performer to recognize with a cool piece of branded drinkware or apparel. There is nothing like cool branded merch to help build a tribe. In addition, by doing this, you start to create a habit of “looking for good things” in your organization. A human brain is an amazing tool. When you tell it to start looking for things to celebrate, it finds them!
Thursday: Take a team member to lunch. By taking some time away from the office, you can really build a better relationship with your team members. And of course, if you are willing to listen, this goes even deeper.
Friday: Send out a weekly email to your team commending some cool accomplishments.
Now…put these on your calendar.
None of these are huge time or financial commitments. They can, however, make a big difference in your team. But if you leave them to chance, they won’t happen. Build appreciation into every day of your week if you want to do it consistently.
Hasseman Marketing is your one-stop marketing shop. We work hard to “Deliver #MarketingJoy to you. If you want to make sure you never miss an update, now is a great time to become a VIP. Sign up to be “on the list” here.
