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2019-05-29 (1)
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Sticky Marketing

By Mike Midgley Posted 27 November, 2019 In GrowthEngine Community - Article - Sticky Marketing

In this Growth Engine episode, I want to talk to you about the importance of connectivity and leveraging marketing.



Sticky Marketing - Leveraging Different Services

I want to get your attention focused on what I call leveraging different services and getting the connectivity. 

So in the community, we'll be doing lots of articles on;

  • Inbound marketing

  • HubSpot marketing

  • Social Media and all different tactical and execution sort of strategies. 

But in this article, I really wanted to get across how high growth businesses, from what I see, leverage the connectivity of marketing. 

Like every river there is a source, there is a stream or a trickle of water that comes out. 

That source is really the persona you identify. 

Sticky Marketing - Your Persona

Now if you're not too familiar about personas, sometimes it's called an avatar, you may have heard people talking about your most suitable customer, profitable customer, the perfect fit customer, the ideal customer, that's what we're talking about. 

So, the persona is where it starts. No excuses, no shortcutting, if you haven't got that dialled in go back and get started there.

Most companies have got a demand to generate some form of leads, whether that's online, offline, a combination, whether it's e-commerce, face-to-face. 

Without new customers coming in through the door businesses are going to die. 

Some businesses are fortunate enough to be awarded high-value contracts and long term guarantees where maybe new business generation is not as important right out of the gate. 

Maybe they spend a lot longer building tenders and contracts and then fulfil them. 

A motorway construction company could be that example. 

A drug company, an active pharmaceutical [API] company maybe that they invent a new drug that can take up to 15 years to get approved. 

Things like that. 

But for most of us, we've got a demand to create clients, convert them into paying customers. 

If you think about it, most businesses are upside down with that, they think hey I'm new in business or I'm new in this business or I'm new to this market space, I'm going to go out there and tell everybody what I do. 

Well, think about it, if you don't understand who your persona is, you don't understand the geographical locations if there is a remit around that, you certainly don't understand the demographics and psychographics of them. 

Then how on earth can you physically create a marketing campaign that's going to attract them?

A typical example that I use, whether you're a football fan here in the U.K., you're an NFL fan in the States, a cricket fan in India, whatever your passion of sport is, your national sport if you want to call it that. 

For you guys who know me, I'm a big Evertonian, Everton FC fan, based out of Liverpool. 

If you were trying to market me Liverpool Football Club merchandise, you're not really going to get my attention, in fact, I'm probably going to be upset and unsubscribe. 

For you guys out there in the States if you're a Red Sox fan and people are trying to sell you New York Yankees stuff and same on the 20-20 cricket in the India IPL, if your a Royal Challengers Bangalore fan but getting hit up to buy Chennai Super Kings it doesn't really matter, if you're not going to get a great deal of engagement marketing the right products to the wrong Audiences. 

That doesn't just extend to sports teams. 

An example brought back into the business world. 

If you're a B2C business provider and you're targeting a general message across all your mediums, online, direct, mail, social media, but your audience is they're retired, retirement, we call them the silver surfer. 

That's not meant to be disrespectful, it's just that sort of older generation in with new tech, that's what that means just in case I get any complaints, it's not meant to be. 

But if you're targeting that older generation and you're doing a lot of technology and jargon and stuff, they're not going to connect. 

By the same reverse of that, if you're target audience is teens the to early 20s or married couples who are looking to buy their first house or the baby market, and you're talking for the older generation, it's not going to connect.

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Sticky Marketing - How To Build Your Persona

So, start with persona building. 

Check out this deep dive webinar on a persona building.

I'll link this post to that webinar so you can take a check out on that. 

If you didn't see it live you can watch it in the replay. 

So start with personas. 

Then what you can do is you can then start to build campaigns, build your messaging around it, that's going to solve the problems or meet the dreams and aspirations. 

That messaging then can go, like I said, on your website, it can go into your social media, it can go into your offline brochure content, it can form part of addressing the sales challenges that your sales team will have, whether that's at the awareness, or consideration, or decision stage. 

So, personas are where it's at, this is the first part of the marketing inbound series. 

There are webinars around that. 

If you've got any questions about how to build your persona, as I say, head over and watch the webinar first or leave us a comment below. 

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If you're just asking questions that's great, I'll get them answered. 

I highly, highly, highly encourage you to go and check out the webinar on personas because that's going to answer a lot of your questions. 

But if you're still stuck, leave me a comment below, cheer this up, pass it on to one of your colleagues, guys get that started, and then we can start to help you build that persona out. 

That's your foundation to then to start building your marketing strategies out from. 

Then we'll do plenty of these Growth Engine Daily's about buyer's journeys, social media, content writing, direct response copywriting, video and all those will come as part of that. 

So thanks for sticking around and continuing your Growth Engine journey.

Leave us a comment below, happy to engage on that comment with you. 

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'Where you should you start? whether that's starting your business starting to develop products, starting your marketing or starting your messaging, it all starts with understanding at granular levels your most profitable persona' - Mike Midgley

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About The Author
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Mike Midgley

Mike Midgley is the Strategy Director at 6teen30 Digital and a dynamic digital entrepreneur, nxd, strategist, public speaker and host of TheOpenMike Podcast show & Co-Host at The Inbound Podcast. Mike has achieved successful six and seven-figure exits over a 25-year career, raised in excess of £1.6m [$2.5m] in Venture Capital and franchised his businesses 68 times.