Creating persuasive messages and distributing them in targeted media that your audience and market will respond to everything in marketing.
If you are targeting a business to business customer, you are likely crafting a message for one of three generations. If you are wanting to target market three generations (Baby Boomers, Generation X, and Millennials) you probably already know that they all think and act very differently.
Trying to appeal to all three generations at the same time is difficult at best!
Do you know who is buying your product? Influencing? Recommending? And what criteria they use?
In the chart below from 2015, you can see that there are three distinct groups.
The different generations have a different criteria of what is important and use different words and phrases. When you are trying to target market three generations you have to be very broad in your appeals. And depending on who is doing the copywriting, you may find the wrong words actually offend rather than attract the very potential customer you’re trying to talk with (Take a look at her reaction at 3:07 into the video!)
Target Market Three Generations: How Old Is OLD?
I guess it is all about perspective, but putting yourself in someone else’s shoes is crucial to creating the right tone. Years ago I resented being called a “kid” when I was in my late 20’s. By the same token, the word elderly, senior and old have connotations and denotations that you just shouldn’t ignore.
Media – the tools you will use to communicate to your customers (with a schedule and budget)
Measurement – what you hope to accomplish and tracking how well it worked.
Last night I spoke to a room full of business owners about developing their marketing strategy. As business owners, they are all wearing many hats. I’m sure that finding the time to create a full marketing strategy is a challenge. If they don’t have a good background in marketing, it may be even more difficult.
To make it easier in the 90 minutes we had together, I helped walk them through their 4M’s and also touched on each of the 4 P’s of marketing.
Many of the main social media sites not only have business page profiles, they also have headers. In Facebook, it’s called a cover photo. Twitter and LinkedIn both call it a header.
One of the tricky things is each social media account has slightly different sizes. And the profile photo incorporates differently with each one, especially considering the responsive design that helps with mobile, tablet and desktop viewing of the same URL into a different size.
One nice chart that I found shows all the social media profile and header sizes in one place, but it was issued in January 2016. No doubt that in just a few weeks one of the social media sites will have revised their sizing requirements! But finding a guideline that is close can give you a good head start to branding and marketing your company or yourself in social media. This Social Media Cheat Sheet is courtesy of LouiseM.com. Please see the website link for more explanation and how to repurpose your Twitter header for a LinkedIn header.
Another place I found with a cheat sheet for social media sizes for headers and profiles has promised to always stay up-to-date. That’s a challenge. I have found that I am always looking up what the different size requirements are for the various social media marketing profiles. Between the headers, posters, profile photos, and cover shots… it’s always changing.
I like the way Sprout Social approaches this challenge as well. they have a tool called landscape that helps you size things correctly and offer a free trial.
Hubspot knows people are looking for an easy way to create headers and profiles so they’ve provided templates for the 5 top sites… you just have to give away your email in trade.
I’m really enjoying digging into these outstanding internet marketing blogs. I’ve only been familiar with 14 or 15 of these listed, so it’s fun to find new articles and ways of thinking.
Click on the link to Cash on the Cloud to see the list of 50 internet marketing blogs. I find that it is always helpful to learn about new marketing guru’s and hear about new information. Things on the internet tend to change quickly and I like to stay on top of the news.
Let me know which of these you found particularly helpful by leaving a comment below.