What is Individual Marketing?
We at VA Staffer use the term “individual marketing” because that’s what focused marketing is about, marketing to an individual on a personal level. We help you focus marketing down to the individual buyer or user. If you want to have a successful sales funnel you need to understand your market and this is exactly what you’re going to do.
- Buyer Profile
- Work Habits & Background
Let’s explore them further below, or skip it all and download the individual marketing worksheet now.
The Pillars of Individual Marketing:
1) The buyer profile includes questions such as:
- How does this person develop the position?
- Where does he/she get the information he/she uses?
- What are the buyer’s goals, and how are they measured?
This information tells you the best way to reach the buyer (Emails? Newsletters? Phone calls?) and how to work with the company to measure sales conversions. Remember this information is really important because in your sales funnel you will be targeting them with your autoresponder sequence.
2) Information about the buyer’s industry:
- What is the company’s mission statement?
- What is the buyer trying to build and/or expand?
- Other than money, what are the customer’s short-term and long-term goals?
The company’s mission statement tells you the ideals that are important to the company and why, so you can reach the company on its terms. This line of questions also tells you the goals of the buyer at the moment—and what the goals might be down the road. You’d be surprised how many managers are shocked at how well you understand their future needs after getting answers to these simple questions.
3) Work Habits & Background:
Why get personal? Because people enjoy buying and selling what they love and they pay attention to what they’re interested in. All social media platforms mix the business and personal worlds—the line can get very blurry. If you connect with a buyer in an area of his/her own personal interest, the buyer will pay more attention to you. Many a business connection has been made on LinkedIn for very non-business reasons, that’s the importance of individual marketing.
also gives you more personal information about the buyer. If you show that you understand the buyer’s situation, the buyer will show interest back. For example, depending on the size of the company and the product, whether a buyer is single or has a family can determine the type of brand message and the event you produce.
At VA Staffer, we believe that each buyer is different and each reason for contacting us is different. Even for repeat customers. Sellers and marketers can use the funnel to get specific about a customer’s needs every time a buyer makes contact to ensure conversions and repeat business.
For instance, let’s say Company A reaches out to us for help with social media posts for a new product it’s selling, a type of free standing lamp. And let’s say our staff uses individual marketing and conducts all the research to pinpoint exactly what Company A needs to help promote, market, and sell that lamp. And let’s say we help Company A with the posts and the lamp sells well.
Then, six months later, Company A contacts us again and says it need help with the next product, a smaller version of that lamp that fits on a desk that’s a limited edition and Company A only wants to post on LinkedIn and monitor the success. For the limited desk version, VA Staffers would start over with Company A using the individual marketing sheet again. Because even though we worked with Company A six months ago on the free standing lamp, the desk lamp is a different product with a different focus and Company A has a different marketing plan because the lamp is a limited edition. Also, there might be a new contact person (buyer) for selling the desk lamp. The second project might have totally different parameters, buyers, and audience.
Our individual marketing worksheet therefore asks for very specific and detailed information. When VA Staffers works with you, we ask you about your niche within your industry and your company mission statement. We ask about company goals and employee work habits and the lifestyle of the people who sell the product and those who buy it. The more we know about the buyer, the product, and the company, the better we can serve the buyer and the company to market and promote the product with CRM Email Marketing and other means.
Sounds logical, right? It is. This Individual Marketing blueprint will serve you well to dial in your individual marketing. We don’t just want to work with you once; we believe in building lost-lasting relationships that benefit both parties.