The Fastest Way to Triple Marketing Effectiveness: Your Mindset
Stop looking for hacks. Start looking for a direction.
“What does mindset has to do with marketing?” you asked. Well, everything. You can Google the lastest Tik Tok hacks and strategies. But, if you don’t know how to execute it, no amount of marketing can help you.
You need a direction. Not the latest hacks. By the end of this article, you’ll have a clear understanding of how marketing operates and how you should execute it. I’ll explain what you need to know to supercharge your marketing and start getting wonderful results.
Step 1: Positioning
In simple terms, positioning is being on clear on who to target, where to find them, and how to differentiate yourself from competitors. I’m not talking about sales. Marketing works by getting people to find out about your business. Sales is converting them into customers.
Many marketers think they should be generating sales by doing advertising or content marketing. That’s not marketing. Marketing focus on reaching audiences, generating awareness, and creating desire so that sales becomes easier.
Effective marketing begins with positioning. It’s the act of having the right mindset to do proper segmentation before anything goes live. The clearer your positioning, the better your results will be. Marketers should double down on target market, demographics, reach channel, and messaging prior to marketing activities.
**How to find target market: Focus on what your products can do. Find out if there’s a real problem in the market. Validate your offer. Determine if the market size is large enough to generate a healthy profit.
**How to determine a suitable demographic: Find out which age group benefit from your product. Survey them on pain points for validation and messaging.
**How to determine an effective reach channel: Find out your target market’s age group. Decide the proper channel to reach them (Tik Tok, Facebook, Twitter, etc).
**How to execute on-point messaging: Find out target market’s likes and dislikes. Hone in on your value proposition. Match copywriting to your target market’s media consumption (Tonality, style, slang, etc).
The final step towards positioning is segmentation. It’s different from customer profile. Segmentation separates your audiences’ buying behavior to match your offers. That’s right. Sales and marketing has to match or else there’s no point in spending to market the business.
I’m not going to talk about customer profile. It’s the bare minimum of what you should do before marketing. You do the due diligence of finding out the best customer profile for your business. I want to make sure you understand what segmentation is and how it can affect your marketing as well as sales.
Customers are built different. They have different needs, wants, and buying power. For example, a young adult would not have much disposable income to purchase higher priced items whereas an older adult has. Both of them have different interests too.
You should segment, in other words separate, them into categories based on criteria that matches your offer. Marketing with strong segmentation are more effective as it speaks directly to the customers. The last thing you want to do is a generalized marketing campaign.
**How to create strong segmentation: Determine your customer profile. Separate them based on age, interests, and buying power (middle income or higher income). Make your lists of segmentation. Create targeted marketing campaigns to those lists.
Step 2: Activation
In my years of experience, step 1 would affect step 2. If you did a great job on positioning your business well enough, activation comes naturally. Activation is another word for getting attention and creating desire.
You can use videos, posts, or Reels to activate customers. It doesn’t matter. Like I said, those are hacks. What matters is the context within those media. Context plays a huge role in activation. It’s the life and death of any businesses, especially online businesses.
In marketing, it’s all about getting attention and creating a good impression as well as desire for your offers. We that do by providing solutions to customers’ needs or wants. Simple and straightfoward. You don’t need complicated hacks or strategies. You just need a variation on how you present those solutions.
I usually advise my clients to implement “The Bridge”. It works by stating the problems and presenting solutions to the outcome they want. In other words, your offer will be the bridge between the problems and the outcome. I also advise them to center their content marketing efforts around this concept.
Example
A face wash company is trying to market their make up cleansing product line to customers.
This is how I would approach their marketing.
Target market: Professional women who makes $70,000 ~ $100,000 annually (separate income levels and occupation for better segementation)
Demographics: 35 ~ 55 years old. Always make time for night-time skincare routine. Follows self-care influencers on social media.
Problems: Wearing chemicals on their face over a long period will affect their skin
Solution: Deep-cleansing product with natural ingredients and minimal side effects
Outcome: Clean-looking face even with make up on
Messaging: Deep cleansing for make ups. Emphasize specific benefits such as skin nourishment, deep pore cleansing, chemical removal, etc.
Sales channel: YouTube, Instagram, Tik Tok
Content ideas: In-depth skincare routine for make up removal. How to choose skin-friendly make ups. Nutrition recommendation for a shinier and youthful skin. Self-care tips on stress release. Influencer takeover/collab.
Marketing funnel: Social channels to paid trial
As you can see, positioning leads to engaging content ideas. These content would then activate the audience without hard-selling. The bridge method works brilliantly every time. Do step 1 correctly and step 2 would be effortless.
Step 3: Lead Generation
People confuse lead generation with sales. At this stage, we are still marketing. Lead generation is not a strategy. It’s a process in the customer journey. That means, people are noticing you and decided to follow you closely. You got their attention.
The only goal in lead generation is conversion. Using the example above, it’s about getting the audience to try out the paid trial. We call this “nurturing the sale”. The bridge method still applies in the lead generation process. The difference is the type of offers you provide to different segments of the audience.
One big mistake I see marketers do is nurturing the sale with only one offer. This results in lower conversions and response rate. Because the audience segments respond to varying price points and offers. You have to be creative in the way you present your bridge content and offers.
Segment 1 ($70,000 annual income): Responds to low-priced entry product + bundle. Upsold to premium skincare package.
Segment 2 ($100,000 annual income): Responds to premium skincare package. Upsold to quarterly skin treatment.
Segment 3 ($200,000 annual income): Responds to premium skincare + treatment package. Upsold to exclusive VIP make up and nutrition class.
Not all audience, in respective segments, would respond positively. But nurturing the sale this way leads to a higher conversion. It speaks directly to their income level and demographic. Offers are key in lead conversions. Make more relevant offers to get more desired responses.
**Note: Offers should be designed for conversion. One-size-fits-all approach leaves money on the table. You have to study the competition on what works and innovate.
Marketers need to test offers for validation. It will help improve lead conversion rate and revenue in the long run. Marketing is a numbers game. Your job is to increase the chances of conversion success to ensure profitability for years to come.
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I offer in-depth marketing consultation for online brands and businesses in any niche. If you would like to work with me, find out more through this link.
To qualify for the consultation, you’ll need to have:
- Proven products/offers
- Customer profiles
- Marketing budget
Your consultation will be customized and specific to your business. If required, I will provide a complete marketing plan you can apply straight away.
Only qualified inquiries will be entertained.
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