Tailoring your marketing to your client’s needs will ensure your message is received in the right format, at the right time, in the right place. It is especially important for generating ROI (Return on Investment), as your audience only receives relevant and engaging content. It is often overlooked by small businesses with smaller marketing budgets. However, personalising your marketing messages is incredibly cost effective. We love supporting small business here at Marketing Movement, so we thought we would share some tricks of the trade when it comes to tailoring marketing messages. Let’s explore four common questions!

  1. What should my message be?

Your message will determine what platform you use, and even what audience group you will communicate your message to. You should decide whether the reason for your communication is:

  • Informative
  • Educational
  • Updating
  • Promotional, or
  • Purely entertainment

Informative and promotional are going to be most important for new clients. Updating, entertainment and informative content will be most important for current clients. Promotional, updating and educational will be most important for old clients.

When writing your ad or post, be ensure to include what their problem might be, how you can help, and your promotion or offer with want they need to do to claim it. Now, where should you publish your message?

  1. What platforms should I be on?

The most important thing you’ll learn in a communications degree is the saying: The medium is the message! It’s less about what you say and more about how and where you say it! There are numerous ways to engage your audience base and reach potential clients. You should think about who you are trying to engage before choosing a platform. We’ve created a short example using an Allied Health clinic audience base:

Referrers
  • Emails
  • Business cards / flyers
Current patients
  • Website
  • Emails
  • Organic social media posts (not sponsored) on Facebook, LinkedIn, Instagram
  • Blogs
New patients
  • Website
  • Paid social media ads
  • Paid search ads
  • Search Engine Optimisation (SEO)
  • Organic social media posts
  • Sponsorship (of local sporting teams/events/charities)
  • Direct marketing
  • Traditional advertising including phone book listings, radio, newspaper, TV advertisements
Old patients
  • Email
  • Phone
  • Website

Therefore, each audience base is unique in their needs, and there are many ways to engage profitable members of your audience. But where should you start? And when is it worthwhile making the extra investment?

  1. When is it worthwhile to pay?

Marketing can be time consuming and confusing if you have big goals but small resources. If time is a concern, and you feel less comfortable navigating digital media, investing money into your marketing activities will be a lifesaver. However, if your marketing is becoming a money-pit, and you aren’t getting results, it may be important to look at what you’re spending money on, and assess whether it aligns with your message and audience. We can do this for you! However, as a general rule of thumb, new and old patients will be more expensive to engage than keeping regular clients interested. Consistency is key; so if you don’t have the resources or time to commit to your digital strategy, investing money into your marketing is your best option. It can even be from a less than the cost of one patient appointment per month. Check out our social media and blog packages here.

Personalising your marketing messages for each of your distinct audience groups can be incredibly beneficial for engagement. However, navigating digital media can be confusing and time consuming if you don’t know where to publish your message, how indeed how to write it to ‘hook’ those clients in. Here at Marketing Movement, digital marketing is second nature, so let us help you optimise your digital marketing strategy!

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