One of the first steps to building a successful marketing campaign is understanding your current consumers and desired consumers. Most clients come to us with a general idea of their “target customer.” From that we dig into the data and work with you to truly understand who is most likely to convert into a lifelong customer.

Marketing for success has a lot to do with incorporating what you already know about your customer and expanding from that with the right mix of digital strategy to expand your reach. If you don’t fish where the fish are, you won’t ever catch anything!

Fishing for the bite that will make a difference to your bottom line is possible as long as you come to the water with a plan. You can feed your business with the same fish to keep you alive but also catch other fish you may not have been able to lure in with your usual bait. 

That’s where we come in. At Hagan, we review website analytics, social audiences, eMarketer, MRI data, retail data as well as Kantar and industry specific reports to develop a clear picture of our primary and secondary audiences. Doing this first allows us to understand and build a layered strategic marketing campaign to target the correct consumers. Once we recognize additional characteristics (i.e., where our customers over-index), we can choose the best media partners to reach those consumers and kick-off campaigns. Machine learning plays into the mix, but it’s important to keep a clear picture of who your target audience is.

Psychographics and affinity marketing allow us to go beyond basic demographic information. We look at what consumer habits are, personality characteristics: values, opinions, attitudes, aspirations, interests, and lifestyle. By doing this there is less trial and error and therefore the marketing dollars go farther.

So what’s the key to understanding those “other fish”? 

Just like the subtle art of fishing, it takes the right amount of adaptability and knowledge to reach farther without losing your line. You need to plan. Think smartly and creatively. If we get too specific with our bait, we never get anything other than the same fish. Multiple types of messaging, platforms, and research are needed to create a campaign that makes an impact and a return on investment.  

Like the sea, the world of digital marketing is always changing. Keeping up with the change can happen if you have the right fishing partner. As an extension of your team, Hagan can get you in front of the right fish at the right time. You may even be surprised at what you bring home!