The Marketing Message Blog

Focus on Pinpoint Marketing

Elizabeth Brohan talks about Pinpoint Marketing in the Dec 11th issue of btobonline.com.  Her definition is 'one prospect equals one message.'  This is niche marketing at its best and something any small business owner can do with the tools available with Web 2.0.

She lists six steps to target your message: 1) Identify the basics first; 2)Do an internal brand audit; 3)Talk to customers; 4)Do a competitive check; 5)Map the customer's buying process and then 6) Put it all together by developing value propositions for each target.

The key takeaway here is that you let your customers consume your message, your information and the ability to buy, in the way they feel comfortable when THEY are ready.  Too many marketers get caught up in the message and dont think about how and when the comsumer will see it and what they will do.

Have you considered simplicity?

You'll find interesting comments from Sergey Brin and Eric Schmidt in the Dec, 2006 issue of Business 2.0 The issue focuses on "How to Succeed in 2007."These co-founders of Google, talk about succeeding with simplicity.  They say it's 'an important trend we are focused on.'   This should alert you to an eternal truth that made their fortune and can perhaps make yours, too.  People chose Google because it was EASY TO USE.  Can you say the same about your product, service, website?  I'm betting the answer is no. 

It appears that when people want to demonstrate their skill, they do so by presenting something really complex.  My favorite thought about simplicity comes from the great Jazz bassist, Charlie Mingus who said, "Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity."

Good Websites Still Matter

Revenue Magazine's September/October 2006 issue cited a study done by Enterpulse.  They asked respondents what they considered 'the most important qualities of a great website.'  No great surprises here, but an excellent reminder about what really counts. 

The top five are: 1)updated frequently;  2)ease of use;  3)high-quality content; 4)respond to questions within 24 hours; 5)quick to download.  If your website is performing poorly, go back and check these five and see how your rate.