Relevance marketing, the key that makes your marketing work
Posted: Sun Dec 22, 2024 8:16 am
When I was writing about my mistakes as an entrepreneur , I began to realize a pattern that is true both on a personal level and on a company level.
We all have habits, inertia, customs, education, training... call it what you want, that clearly push us in one direction:
On the positive side, we see how this foundation that we have engraved internally allows us to function in our daily lives and evolve.
In the same way, but on the negative side, it also leads us to make the same mistakes over and over again.
It is in our hands to educate saudi arabia mobile number owner name ourselves and work to change our habits in order to make this evolution as positive as possible. My experience is that changing our inertia is one of the most difficult things.
The key is to identify the positive habits that lead us to make that change and work on achieving small, constant improvements that allow us to incorporate them into our routines. The sum of the small changes will lead us to achieve great improvements in our marketing strategy.
I see it in my mentees almost every day (it's much easier to spot these patterns in others), and I'm checking it with myself these days.
A single failure in your strategy determines the results obtained
On paper everything seems to work perfectly, but when we are executing the strategy, there are various factors that make us deviate from the plan. Among these factors are the mistakes we tend to make during implementation.
There are more obvious and normal errors that we can locate and solve with relative ease. The most important problem is found with errors caused by our inertia.
These are errors that are extra difficult. We have a hard time detecting them because they are part of our most ingrained habits, they are almost unconscious. And what's more, it's more common for us to make them again in the medium term.
Relevance Marketing: The Five Factors That Must Come Together for Your Marketing to Be Effective
All these mistakes cause the strategy to fail. It would not make much sense to try to group these mistakes together, as there are many and very diverse ones. Let's see what factors affect the strategy's eventual failure.
I talked about relevance in marketing on this blog a while ago , but I would like to update it and group it under the concept of relevance marketing that I apply daily and that, of course, I include in my book Marketing for Entrepreneurs .
We can summarise the principle of relevance in marketing by saying that for our communication to be effective, our message has to be relevant to our audience. If what you tell me interests me, I will want to know more. Otherwise, I will tend to ignore it or forget it quickly.
Well, these are the four factors that have to occur at the same time for our message to be relevant and for us to get the click we were looking for (all of them 100% related to the needs of our potential client defined in their buyer persona ):
Product : the first thing is that the product is the one our client was looking for. The more accurate it is, the more relevant it is.
For example, if I am looking for a family car from brand X, and brand X shows me a utility vehicle in an ad, we have a problem. We got the brand right, but not the product ( value proposition ). A missed opportunity.
Customer journey : In order for our future customer to move forward in the purchasing decision process, we need to adapt the message (point 3) to the phase of the process they are in.
For example: we should not impact them with an aggressive offer in the initial search phase.
Content or message : As I said, we must give the right message for each moment and, at a strategic level, we should be clear about the sequence of messages based on our needs.
For example, to launch a product we should start by presenting it to the largest number of people in our audience (the KPI that measures success is the simplest: new sessions), with a message that reinforces the brand more than the price.
Channel : based on what we already know about our audience, and our strategic need as a company (points 1, 2 and 3), we must choose the most appropriate channel and site to launch our message.
For example, if it is the digital channel and the optimal site are social networks and search engines, we should define which social network and search engine allow me to launch the most appropriate
We all have habits, inertia, customs, education, training... call it what you want, that clearly push us in one direction:
On the positive side, we see how this foundation that we have engraved internally allows us to function in our daily lives and evolve.
In the same way, but on the negative side, it also leads us to make the same mistakes over and over again.
It is in our hands to educate saudi arabia mobile number owner name ourselves and work to change our habits in order to make this evolution as positive as possible. My experience is that changing our inertia is one of the most difficult things.
The key is to identify the positive habits that lead us to make that change and work on achieving small, constant improvements that allow us to incorporate them into our routines. The sum of the small changes will lead us to achieve great improvements in our marketing strategy.
I see it in my mentees almost every day (it's much easier to spot these patterns in others), and I'm checking it with myself these days.
A single failure in your strategy determines the results obtained
On paper everything seems to work perfectly, but when we are executing the strategy, there are various factors that make us deviate from the plan. Among these factors are the mistakes we tend to make during implementation.
There are more obvious and normal errors that we can locate and solve with relative ease. The most important problem is found with errors caused by our inertia.
These are errors that are extra difficult. We have a hard time detecting them because they are part of our most ingrained habits, they are almost unconscious. And what's more, it's more common for us to make them again in the medium term.
Relevance Marketing: The Five Factors That Must Come Together for Your Marketing to Be Effective
All these mistakes cause the strategy to fail. It would not make much sense to try to group these mistakes together, as there are many and very diverse ones. Let's see what factors affect the strategy's eventual failure.
I talked about relevance in marketing on this blog a while ago , but I would like to update it and group it under the concept of relevance marketing that I apply daily and that, of course, I include in my book Marketing for Entrepreneurs .
We can summarise the principle of relevance in marketing by saying that for our communication to be effective, our message has to be relevant to our audience. If what you tell me interests me, I will want to know more. Otherwise, I will tend to ignore it or forget it quickly.
Well, these are the four factors that have to occur at the same time for our message to be relevant and for us to get the click we were looking for (all of them 100% related to the needs of our potential client defined in their buyer persona ):
Product : the first thing is that the product is the one our client was looking for. The more accurate it is, the more relevant it is.
For example, if I am looking for a family car from brand X, and brand X shows me a utility vehicle in an ad, we have a problem. We got the brand right, but not the product ( value proposition ). A missed opportunity.
Customer journey : In order for our future customer to move forward in the purchasing decision process, we need to adapt the message (point 3) to the phase of the process they are in.
For example: we should not impact them with an aggressive offer in the initial search phase.
Content or message : As I said, we must give the right message for each moment and, at a strategic level, we should be clear about the sequence of messages based on our needs.
For example, to launch a product we should start by presenting it to the largest number of people in our audience (the KPI that measures success is the simplest: new sessions), with a message that reinforces the brand more than the price.
Channel : based on what we already know about our audience, and our strategic need as a company (points 1, 2 and 3), we must choose the most appropriate channel and site to launch our message.
For example, if it is the digital channel and the optimal site are social networks and search engines, we should define which social network and search engine allow me to launch the most appropriate