When you’re drafting your next round of marketing content—whether it’s for ad space, a blog post, or email outreach—you have to make sure that the messaging you craft is relevant to your audience. That might sound like a given, but you’d be surprised how easy it is to assume that material that applies to one segment of your target market will resonate with another—or even with all of them. Unfortunately, that’s often not the case. Is it safer, then, to write something more generic and high-end? While you could certainly try that, broader messaging typically gets less engagement.
People want to feel like you’re actively writing to them. Think of it like choosing a book: not everyone wants to hear the same story. Some prefer action, others a good mystery, and so on. From a marketing standpoint, that requires you to identify the different needs of your potential clients, and segment your content to address them directly. That doesn’t mean that you have to write to each person individually—rather, market to them in groups that are based on similar characteristics (e.g. their industry, what type of contact they are, etc). This grouping is important because you can also risk inadvertently writing material that is so granular and specific that it becomes irrelevant to most of your audience.
Understanding the fine balance for marketing segments in your nurturing campaigns may seem difficult, but it gets easier with practice, A/B message testing, and reviewing your electronic engagement. When in doubt, consult with marketing experts who can guide you in the right direction.