Albert Einstein said the definition of insanity was doing the same thing over and over but expecting a different result. Too many marketers are willing to throw good money after bad by repeatedly using an old strategy in the belief that these tired campaign tactics will drive new conversions. Spoiler alert! If you’re marketing today in the same way you did 5 years ago, failure is the name of your game. But if you’re speaking to the RIGHT audience today, you’re more likely to win converts and drive sales. The 5 keys to getting your marketing strategy RIGHT are:
- Relevance
- Information
- Geography
- Hygiene
- Touches
R is for Relevance
Is your strategy more habit than thoughtful? Chances are you’re relying on methods and techniques that were productive in the past. But if you were to take the time to pull your ROI metrics and conversion results for the past 10 years, would you see an uptick or a downturn? If it’s the latter, it’s time to do a relevance check.
Review who is buying what you’re selling. Commission a deep dive into your most successful sales so you can learn everything you can about them. Sabal Group’s MicroModeling Report analyzes and reports on 1,000 data points to provide you with a deeper understanding of who you should be targeting.
I stands for Information
Targeting the ideal audience is possible when you have the best information about them. Whether you’re pursuing a digital or direct mail campaign, you need the most accurate data in order to reap the highest ROI. Did you know that Sabal Group works with 400+ data providers in order to create a custom list for you.
G is Geography
While it originally referred to geopolitics, geography really is destiny when it comes to marketing. Understanding where your prospects live and how best to reach them is vital in our 24/7 digital world. That’s why Sabal Group is a strong proponent of an omnichannel strategy. You can no longer rely on old fashioned marketing real estate like print ads and billboards to get your message to your audience. To be successful, your campaign must reach your target audience on the platform/s of their choice, whether it’s via email, connected TV, digital search engines or social media channels. The digital world can no longer be terra incognita.
H is for Hygiene
Good hygiene is not just washing our hands like we did during COVID. It also refers to using a really clean list. Deploying clean data has a number of direct benefits to you. By using Sabal Group’s data, you’re less likely to incur excess postage costs because of inaccurate or undeliverable mailing addresses, fines for Do Not Call violations, violations of the US Federal CAN-SPAM Act.
T is for Touches
We all know converting a prospect takes more than one touch. Being prepared to meet your target audience at each stage of their decision journey with the RIGHT content helps increase your chances of turning a prospect into a long-term resident. With a custom list from Sabal Group, you’ll find it easy to touch your audience at each stage of their journey. You can send an informative mailer to high value prospects, email website visitors, and position content on the right digital platforms.
The RIGHT strategy can make a significant difference in your ROI when you partner with Sabal Group. If you’d like to learn more about how to implement this strategy for your next campaign, reach out to Maribeth at Sabal Group. Because continuing to follow the same old strategy is simply going to result in the same old lack of results.
