Tailor marketing messaging to your audience’s characteristics

Why do customers buy from you? They need something and you have the solution whether it is an insurance policy, a product for their home, or a service to improve quality of life. However, you are not the only one with the solution. You have competitors who offer the same solution, so you need something else to attract customers and give them the confidence that buying from you is right.

This “something else” is the ability to connect with your audience. You do this by relating to them and showing them that you understand their need. Let’s look at an example of the way this may look.

Our fictional business owner, Ken, owns Ken’s Kitchen Renovations. He renovates and remodels kitchens for both residential and commercial customers. Lately, Ken has received leads from public schools in his region, so he wants to start marketing to all public schools. He could start an email marketing campaign and other advertising campaigns that have worked for other commercial audiences like corporate offices. This might work, but he decides to take a few extra steps before creating a marketing campaign for public schools.

Talk to your customers

Ken renovated 3 school kitchens in the past year. He made an appointment with his contact at each school to follow up on the renovation. During the conversations, he learned how the renovation improved the school lunchroom atmosphere:

  1. The new layout for the buffet-style counter allowed students to get their lunch faster.
  2. The kitchen was more open which minimized cooks getting in each other’s way and provided a safer environment.
  3. The proximity of the stove to the refrigerator cut downtime to prepare the food.

Ken took note of this intel and took his next step which was to analyze his CRM data.

Use your CRM to look at patterns in characteristics

In the past 3 years, Ken renovated 7 public school kitchens (3 elementary, 2 middle schools, and 2 high schools). He looked at characteristics for each job based on the information in his CRM:

  1. Elementary schools required larger freezer/refrigerator space than middle or high school.
  2. Both elementary and middle school kitchens needed more open space for more cooks.
  3. The high schools had two smaller kitchens and cafeterias while elementary and middle schools had one big kitchen to renovate
  4. The high school and middle school points of contact were primarily the vice-principal and the elementary school’s was the principal.
  5. All schools took about the same time to complete the renovation.

Now that Ken knows what is important for public schools and sees patterns of audience characteristics, he is ready to create a campaign.

Use segmentation to tailor and deliver messaging to specific audiences

Ken uses his CRM for email marketing, automation, and landing page contact forms. Based on the intel, he created segments for elementary schools, middle schools, and high schools. Next, he created messaging with rules of engagement for email, automation, and the website. If a segment matches the criteria for a rule, the segment receives the messaging. For example, Ken created an email drip campaign that talks about an open floor plan for kitchens with a portfolio and benefits. This campaign delivers content to the elementary and middle school segments. Now he did not have to worry about all audiences getting all content. They only get what is tailored and right for them.


Are you tailoring your messaging to segments within your audience? Are you using your CRM and talking to your customers to better understand their needs and characteristics? If you are not using a CRM, please contact us for a demo of X2CRM and learn how X2CRM can help you tailor your messaging and convert more of your audience to customers.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_custom_heading text=”More Marketing Topics” font_container=”tag:h2|text_align:center” use_theme_fonts=”yes”][vc_empty_space][vc_basic_grid post_type=”post” max_items=”2″ element_width=”6″ grid_id=”vc_gid:1645541182312-30bf0972-ac71-4″ taxonomies=”35″][/vc_column][/vc_row]

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