Like many people, I hate, loathe, detest when my inbox is full of emails from companies that I’ve never even heard of, or visited only once. So, I’ve admittedly resorted to giving away my dear friend’s email address (whose name I will not mentioned for fear she will disown me) to avoid being flooded by spam messages. Call me a bad friend, a creative genius or what have you, but I simply can’t stand junk email.
Apparently, I’m not alone.
Over half (57 percent) of consumers are actively taking steps to avoid brands which bombard them with poorly targeted communications, according to research from the Aimia Insititute. Of the 2,000 people surveyed, three in four said they receive too many emails from brands, and one fifth say they can’t handle the current volume.
What’s more, 69 percent of respondents have unfollowed brands on social channels, closed accounts and cancelled subscriptions while 59 percent have been forced to block numbers to curb unwanted texts and calls. Ouch!
Judging by these survey results, there’s an obvious problem: We as marketers aren’t doing a good enough job at targeting consumers. Whether it’s via email, social or blogs, marketers must create relevant content that speaks directly to their audiences’ needs and preferences, as well as select the right communication channels for delivery. Below are three tips and tricks for creating more targeted content:
- Leverage data: Your marketing platforms are filled with valuable customer data you can leverage to better understand the type of message that resonates most with your audience and the best channels with which to amplify that message. Your marketing automation system, for example, can give you insights into what email subject lines drive the most clicks or what topics are generating the most interest.
- Be perceptive: As marketers, it’s important for us to keep both our eyes and ears open at all times. What are the various conversations taking place on social media? Are customers bringing up the same challenges on calls with your salespeople? A big part of being a successful marketer is being in sync with your target audience, which requires you to be observant of what’s happening within your industry.
- Ask for feedback: Oftentimes, the best way to find out what’s on the minds of your customers is to simply ask. Whether it’s via a formal survey or an informal conversation, ask for feedback from your clients on what challenges they’re experiencing, the kind of information they’re seeking and the resources they find most useful. Then use this feedback to help guide your content strategy.
Don’t be that brand that customers avoid like the plague. Create more relevant content with the tips provided above.
Before she got bitten by the marketing bug, Brooke Neuman worked as a copy editor for Content Boost’s parent company, TMC. As a veteran Content Producer, Brooke draws on her leadership skills and writing expertise to help clients reach their marketing goals. She’s also the creative mind behind the Content Boost blog, featured articles and eNews platforms. When she’s not coming up with killer headlines, you can find her at the beach working on her tan, coaching lacrosse and enjoying her favorite pastime—shopping. Brooke graduated from Endicott College—where she helped the Gulls win four-peat CCC Women’s Lacrosse Championships—with a degree in contemporary journalism.