A case study on ourselves, you say? Well, bear with us because the point we’re about to make has purpose.
Here at Energise Marketing, we specialise in digital marketing for clients across a variety of industries, each pursuing their own marketing goal(s). Our digital marketing services enable us to help brands flourish, build communities, reach audiences, offer client solutions, and increase sales and profitability.
Who are our clients? You can check them out here, but they range from agricultural solution providers to integrated web services, not-for-profit charitable organisations to engineering consultants. With such a breadth and depth of B2B industries requiring our digital marketing services, we knew we needed to relook at who our audiences were and how to best reach them.
Two audiences, different needs
As we reflected on our clients and who we worked with, we quickly identified that our qualified leads could be placed into two key groups: business owners and marketing professionals.
The first audience, business owners, most commonly reached out to us for full-service marketing agency support. They needed someone to take ownership of their marketing needs.
The second audience, marketing professionals, were looking for additional resource that could hit the ground running. They were seeking marketing expertise that could immediately understand, roll out, and deliver effective marketing campaigns that produced results.
[What did we do?] We began tailoring our messaging directly to these two key audiences.
What we do differently and why
Some might say this creates more work for our team, but at Energise we know that content isn’t a one-size-fits-all solution. Different clients have different pain points, they’re seeking different marketing services, and they want different results.
We considered our platform choices and asked ourselves:
- Who, of our audiences, were we going to reach most effectively on the channels we operate on?
- What topics would resonate with one more than the other?
- How best could we convey a message that addressed individual pain points?
- What was going to be the most appropriate tone of voice to reach our intended audience?
- What form of content was best to convey our message? Should we write a blog, create a template, offer up a downloadable resource, or share a LinkedIn post?
What we’ve learned along the way
We already knew this, but the review of our processes reinforced to us just how important it is to know your audience. And, not just to know your audience, but to understand:
- What they are seeking
- Where they look for it
- How they like to receive information
- How their appetite for receiving, digesting, and utilising information is changing… because it is!
We also discovered that what we’re doing to reach our audience doesn’t have to be perfect. In fact, it shouldn’t be, because perfection breeds complacency. But it does have to be intentional.
When content is intentional, it results in more engagement, clearer conversions, and more qualified leads – and that’s success in our books!
Want to review your audience and content plan?
Get in touch with the Energise team today.
