Tag: Target Your Market

5 Tips For Reaching The iGeneration

5 Tips For Reaching The iGeneration


Generation Z is a force to be reckoned with.

This demographic, consisting of anyone born after 1996, has a powerful influence on the way brands are marketing their businesses. Unlike millennials and generations before, Generation Z was born into the digital age, where life without the internet and e-commerce is unknown. While the iGeneration is still young, the oldest being barely in their 20s, they have a prominent impact on spending in the U.S., accounting for $143 billion in spending power. Tapping into this market is attainable with these 5 marketing strategies!

1. Analyze their buying behaviors

If Generation Z is an audience that fits the profile as your ideal customer, or perhaps you are looking to expand your audience to a younger demographic, you must first analyze their buying habits and behaviors to successfully sell them. Unlike their successors, they grew up on social media, which has a great influence on their purchase decisions. Producing content that will appeal to Gen Z demands incorporating trending topics on relevant platforms to increase the likelihood that this audience will become future customers.

Pearl Marketing Academy’s social media course can provide you with expert training on how to engage your target audience on various social media platforms.

2. Make your business accessible

iGen grew up on having the ability to purchase anything online with the click of a button. Going to a store to buy the next big thing to hit the shelves isn’t their norm. They demand fast and easy access to products and don’t need to put in much effort to achieve that.

You must ensure that consumers can easily access your website to find the information they need, such as what your business has to offer and how you can be contacted. Your website design plays a crucial role in the buying process. If your website isn’t user-friendly and well-designed, users will leave your website faster than they found it.

If you have an e-commerce business, ensure that the checkout process is smooth and easy. Offer fast shipping at a low cost to keep pace with your competitors.

3. Invest in influencer marketing

Post-millennials see brands on social media being promoted by their favorite celebrities, athletes, and bloggers, and are instinctively drawn to the brands they endorse. This reflects the lead generation process for this market, where capturing their attention relies heavily on influencer marketing. When an influencer with a large or niche social media following tells their followers to check out a brand, they are contributing to the process of generating more leads for a business that will translate into future sales. Investing in someone that has an influence on your brand to promote your business is a powerful way to attract Gen Z.

4. Utilize paid social media advertising

Engaging Gen Zers to spark their interest in your brand and encourage them to complete an action towards a sale, you have to ensure that your content appears right before their eyes on the social media channels they occupy the most. This is achieved best when brands use paid social media advertising to sponsor their content so that their posts are presented directly on user’s social media feeds.

Pearl Marketing Academy’s social media course provides expert training on relevant social media practices to apply to your marketing strategy. We will coach you through the process of implementing paid social media advertising to better reach your target audience. Visit pearlmarketingacademy.com to learn more!

5. Convey your brand’s core values.

Increasing brand awareness is an effective way to attract post-millennials to your brand because they look to purchase from brands with a purpose. A large population of Generation Z is passionate about social issues and protecting the earth. They gravitate towards ethical companies who demonstrate social responsibility, environmental awareness, and equality. Being able to convey your brand’s values is essential.

A brand audit can help reassess the current needs and demands of a business’s target audience, to determine if they need to shift their focus on a new marketing strategy to better reach this audience. If this is applicable to your business, conduct a brand audit with Pearl Marketing!

Your target audience could be expanding. Considering a shift in your marketing strategy could benefit your business by bringing in new revenue opportunities. Pearl Marketing can assist you in strengthening your brand strategy so that you can make informed marketing decisions to reach more potential customers. From one-on-one coaching to seminars and speaking engagements, our promise is to educate and inspire business professionals to bring their brand to life.

Call 603-732-9070 or email info@pearlmarketing.com and unlock your brand’s potential!

Looking to improve your marketing efforts on your own? Pearl Marketing Academy provides business professionals with the necessary tools and resources to implement the latest marketing strategies so that they can successfully manage their own marketing plan. From social media, to lead generation and corporate branding, Pearl Marketing Academy empowers professionals to learn the latest marketing trends at their own time and pace with a unique virtual learning experience. Visit PearlMarketingAcademy.com to select your courses!

Be sure to follow us on Facebook, Twitter, Instagram, LinkedIn, and YouTube!

How to Market Without Breaking Your Budget

Marketing on a strict budget? We’ve got you covered!

Investing in marketing efforts might initially seem like a costly venture. If you are on a tight budget, you might even be thinking about skipping out on these costs altogether. Having a solid marketing strategy will achieve more than gaining exposure; it will increase your brand awareness, expand your audience, and attract more loyal customers to your business.

Businesses should never completely cut their marketing budgets. Instead, they should shift their focus on more cost-effective solutions to allocate their budget. The goal is to receive the highest ROI (Return On Investment), which can be accomplished using these inexpensive marketing tips!

Distinguish your target consumer.

To reduce unnecessary costs from your marketing plan, take the time to discover your target consumer, the top candidate who would be interested in what you can offer them. Identify your ideal customer’s habits and interests, and deliver your sales pitch in the areas that they will be most likely to see them.

Network.

Volunteer your time and get to know the people in your community who could be interested in your product or service.

Consumers demand the assurance that they are spending their money at businesses with a mission and purpose. Networking is a valuable way to convey your brand image to consumers. This fosters strong, trusting relationships that will turn new customers into devoted ones.

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Maximize social media channels that fit your business.

Select the right social media channels based off of your audience and the commodity you sell. Determining your audience will assist in selecting the right social media platforms to utilize.

Younger audiences are most active on Twitter and Instagram. If you have a broader audience, Facebook is the perfect place to target both men and women of all ages. LinkedIn is where you will find business professionals, who can be targeted by the industry that they work in, and their job titles.

Choosing the right channel will help you focus your energy on users who will be more apt to engage with your posts. This economical approach will decrease the amount of time you spend targeting your audience… and time is money!

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Join the #conversation.

Just as important as selecting the right channel is the content you produce. The goal of social media marketing is to create content that will generate leads. Enticing content will influence consumers purchase decisions, without having to break your budget.

Attracting social media users without paying to sponsor your posts can be attained by creating a conversation or joining an existing one. Sparking conversation with your audience about a trending topic followed by a hashtag will get your post reach and engagement, and drive traffic to your page.

Micro-Influencers.

Rather than paying social media sites to promote your product, invest in micro-influencers (influencers with a niche following) who have followers that would be interested in your product. Influencer marketing is on the rise and is statistically proven to deliver higher ROI than other forms of marketing. Micro-influencers are a more cost-efficient means of influencer marketing because they will expect smaller payment for their contribution.

Reach out and offer free services in exchange for a review or shout-out on their social media or blog. This strategy can be effective if you select the right influencers because they have already established a fanbase of individuals who trust their word. When these influencers promote brands, their fans are confident that the influencer is sending them to the right place.

DIY your SEO.

Great content and marketing methods are worthless if you do not maximize your search engine optimization (SEO). If your website or blog isn’t on the first page of a search engine result page, consumers are not going to recognize that you exist.

Instead of hiring someone to do your SEO, try doing it yourself. Ensure that you have a strong SEO strategy by assigning relevant keywords to your web content and proper meta descriptions that will allow search engines to recognize the purpose of your website. Think about the keywords and phrases that your ideal customer would search for in relation to your website. Embedding these words and phrases into your site will solidify your spot on the top of search engine results.

The readability of your site is another important element that you need to ensure works well on both desktops and mobile devices. If users cannot easily view your website, they will leave before continuing to read your content.

With proper training, you can be a marketing expert on your own!

At Pearl Marketing, we provide training and seminars to business professionals who want to learn the latest and greatest marketing tools and techniques. We work one-on-one with marketing DIYers to coach them on marketing strategies that will enhance their brand and attract more customers for their business. Our goal is to leave clients feeling empowered to manage their own marketing strategies that will drive their businesses future success.

Let us help you bring your brand to life! Call 603-732-9070 or email info@pearlmarketing.com 

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To Brand Audit, or Not to Brand Audit… Is That Your Question?

Through what we call a brand audit, Pearl Marketing has helped many businesses in different stages of business growth. Perhaps you’ve heard of the effectiveness of brand audits, but haven’t taken the time to embrace one, or perhaps there’s still some mystery to it all. Whether you’re a leader of a big company making changes, or a small business owner getting your business off the ground, running a brand audit is of significant importance because it assists one in understanding the current or future status of one’s brand internally (to employees and staff) and externally (to consumers and the public). A brand audit can give you pertinent information that helps in making pivotal brand decisions that affect the success of your business. Read on to better understand when to run a brand audit and why you should run one.

When… launching a business.

Why…

Make sure your brand identity is clear! A brand serves as the heart of a businesses and sends a message to the outside world. If a business doesn’t have a solid and defined brand, you won’t have a solid and defined business. Your employees (and maybe even YOU as the business owner!) won’t know what they’re working for and helping to build, and consumers won’t know what the business is about.  A brand audit allows you to find clarity in defining your brand both internally, for employee and staff morale, and externally, for consumer recognition and effective marketing.  You might hear that a brand audit only serves for those businesses that have a brand currently, but we advocate for the perspective that running a brand audit before officially launching your business gives you a strong foundation to build your business off of. You can better understand the strengths, weaknesses, opportunities, and threats your business plan has and better prepare for the competition at play in your industry.

When… taking advantage of rebranding efforts.

Why…

You’re ready to start the efforts to rebrand your company. This is the perfect time to run a brand audit so you can understand the current state of your brand – what’s working, what’s not working, how your current brand is translating to your target audience, how you’ve been doing in comparison to your competition, what needs to change to improve your brand, what could stay the same. Your current brand needs a current analysis and then a fresh perspective in order to make informed rebranding decisions to carry out an effective transition. The current analysis allows you to cultivate the fresh perspective and make the best decisions for a successful rebrand. In conclusion, the brand audit should be the first step taken in your rebranding efforts.

When… your business is facing challenges.

Why…

Something is not working. You see a substantial problem within your business or company, or maybe even multiple problems. Perhaps it’s a decrease in sales or leads, or maybe a lack in employee productivity or an increase in the turnover rate. Assess your brand to find effective solutions! Often times these problems can be better understood and fixed through the process of a brand audit. Brand audits focus just as much on a business’s internal goals and values as the external because both are important and both work in tandem to get the job done and ultimately bring in revenue. Remember, your brand is the foundation and the heart of your business, and many of your challenges can lead back to that. If there’s a crack in the foundation, or a misunderstanding of the heart, a whole assortment of problems can result. Brand audits can help you find the gaps within your brand and allow you to fix them more efficiently so the internal and external goals of your brand can be met once again.

What does a brand audit through Pearl Marketing look like?

At Pearl Marketing, we run extensive brand audits that include a SWOT Analysis of your company to understand the strengths, weaknesses, opportunities, and threats of your business. They include analyzing the internal end external goals, attributes, and values of your business that cultivate a healthy and defined brand.  They also include the assessment of a brand statement and elevator pitches to ensure clear brand communication among employees and the outside world. Through market research, an analysis of relevant competitors help your business get ahead of the competition. Lastly, recommendations on how to proceed are given to either build a strong brand foundation, fill in gaps and holes, or assist in making necessary changes that will benefit the business’s current brand and future growth.

Partner with us….

To have Pearl Marketing run a brand audit for your business, contact 603-732-9070, or email info@pearlmarketing.com. Visit our website at www.pearlmarketing.com. Be sure to follow us on Facebook, Instagram, LinkedIn, Twitter, and Youtube!

Why Hire a Marketing Consultant | Pearl Marketing Design

If you have stumbled upon this article, you might be deciding whether your business should invest in hiring an independent marketing consultant. There are many different factors that contribute to whether a company should hire a contract marketing agency to help evolve their marketing strategies. In a competitive online world of getting your brand recognized, sometimes help from a specialist might be the best option. Here are 5 advantages to hiring a marketing consultant.

If you have no marketing team or want to strengthen your current marketing team.

Marketing consultants are great resources for those who currently have no marketing strategy and are not currently looking to build out a team within the company. On the other hand, if you think your marketing team is losing a sense of direction, hiring a marketing agency could be a great solution. Often times agencies can provide unique insights and ideas that the team can run with. This can add a huge rate of return directly to your company and marketing team.

No fear of losing staff mid-way through projects.

Marketing consultants are hired on a contract basis, so there is no fear about losing staff throughout the year. Losing a member of a team during important projects or right before a large event, could take a massive toll on your company’s future financial health and success. Hiring a marketing consultant can take the edge off of that worry due to the contract they sign, agreeing to be committed to your business for a certain amount of time. This also allows your company to be flexible and decide after the contract ends whether you might want to build your own marketing team instead.

No on-board training.

Marketing professionals can immediately give you advice and tend to have experience in many industries. This will save on time and cost that a new marketing hire would have to go through with their on boarding training. The advantage to this cost savings can go directly back into areas of your marketing needs such as website development, promotional content, and other projects your consultant might recommend.

Team of experts costs less than you think.

You would think that a team of marketing professionals would induce costly expenses. Marketing agencies are formed as a team of strong professionals who have 10+ years of experience in various industries. The cost of hiring a marketing agency to place you with one of their advanced consultants will almost always cost less than hiring a whole team. This is especially important if your company is just starting to build upon their marketing developments.

Ability to ‘Shop Around’ to find the right fit. 

Every marketing consultant has a different expertise, this allows your company to research and meet with whomever could be the best fit. When researching various agencies it is important to ask yourself some questions. Does this firm’s functionality match the unmet needs we have? Is the price range flexible and can meet your company’s budget? What efficiencies are you looking for and do you think the team/consultant is the right fit to work with your company? Do you need local knowledge or a consultant that strictly specializes in one field? All of the questions answered can lead you to the best consultant to form your marketing strategy.

Marketing consultants bring a lot of knowledge to companies who need more focus. Sometimes a company might need an external perspective to figure out how to improve their marketing strategy. And in some cases, companies might have too many ideas in which they ultimately spread themselves too thin. A marketing consultant can use their expertise to ultimately determine which ideas to put into action for your company for maximum brand recognition. If you or your company identifies with one or more of these statements above, meeting with a marketing consultant could be the next step.

At Pearl Marketing, companies hire us for objective advice and marketing strategies related to launching a new product, service, or business idea. We have a combined 55 yeas of experience in various industries and can effectively penetrate target markets. Primary consultant and CEO, Amanda Schneck has over 13+ years of marketing and social media experience and over 12+ years of being a marketing professor at one of the top business universities in the country. Contact us today to see how we can help your company!

The Importance of Targeting Your Marketing to the Proper Generation

Strategizing your marketing campaigns are an important factor to maximize your business. Parts of planning a marketing campaign are to draft your message, what media channels you will be using to pitch your message, and measuring the outcomes.

One thing to keep in mind is the audience you are pitching to. How does your product relate to the baby-boomer generation? Do you think your service will grab the attention to millennials? These types of questions should be asked when you are pitching your brand.

This blog will discuss how to identify and target your audience, dissect each generation, and how to determine which generation will react the most with your organization.


The Types of Generations in Marketing 

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Generational differences are commonly identified in marketing and PR to accurately pitch messages to the right audience.

Today, there are four generations that may be found in today’s workplace.

  • Traditionalists – They honor hard work, respect leaders, and maintain loyalty to institutions. They also prefer to save money and defer gratification and rewards until retirement.
  • Baby Boomers – They are known for their political skills and know how to read their bosses. They have taken to heart a message from their parents and from various cultural icons of the 1906’s: Make the world a better place.
  • Generation Xers – They learn to be independent and resourceful. They also tend not to trust companies or the individuals who manage them.
  • Millenials – They are considered the “techno-savvy” workforce. They know how to use computers and they arrive at the workplace fully expecting to have input in all decisions.

Building a Demographic 

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Knowing your audience is a key factor to pitching to the right generation. One important element is to create and identify a demographic towards your product or service.

Here are the tools to build a demographic:

  • Age – Which generation do you think your brand will fit in?
  • Gender – Can both genders relate to your business?
  • Salary – Household Income, how much does your demographic make?
  • Location – Are your audiences in urban, suburban, or rural areas?

Building a Psychographic 

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Another factor to consider is psychographics. These are mostly related to demographics, but describe the demographic based on behavior, buyer habits, hobbies, and more.

Here is an example of a demographic and psychographic together for a restaurant.

Demographic –

  • Age 18-35
  • Male & Female
  • Single
  • Household income – 30K-40K

Psychographic –

  • Loves to eat healthy and organic foods
  • Can only budget a certain amount of money
  • Concerned with health and appearance
  • Loves to go to the gym
  • Find fulfillment in their careers
  • Values time with close friends

How to Deliver your Message to Multiple Generations 

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Today’s marketing has changed the way we craft and deliver our content to our intended audiences. When creating messages, companies must consider how to deliver to different generations. Some generations are Internet-Savvy, while others may not use the internet at all.

Here are some tips to consider when constructing a message to multiple generations –

  • Research Communication Styles – Take the time to understand the needs and communication styles of the generations that you work with. Millenials may prefer texting over email, while Baby-boomers may want face-to-face conversations. Researching what your audience wants and how they want their messages delivered will reach them easily.
  • Ask/Survey – There is no harm to ask your audience of how they want you to communicate with them. Create surveys and ask how your fan-base receives your messages and how they would like to receive your content. Some may like it by email, text, social media, phone, or by mail. Once you have your information, you can determine how to reach your audience.
  • Be Flexible with Various Messaging – When you craft your message, you may have to communicate the same message it in different ways. For example, if you want to let your customer base know about a sale, you may send out a text alert to your customers that have signed up for that list, include it in your email newsletter, record a short video about it that you post to YouTube, Instagram, and Facebook, and write a personal note to your best customers that you send through the mail. In this way, you can be sure that everyone, regardless of generation, gets the message.

Sources – Reaching Your Target Market In Different Generations (2013, June 25). Direct Selling Education Foundation. Retrieved from http://dsef.org/2013/06/25/reaching-your-target-market-in-different-generations/

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