Monthly Archives: December 2014

Differentiated Marketing Strategy

Outbound and inbound marketing each have their place in a well-developed marketing strategy, but if you aren’t using a differentiated marketing strategy, you aren’t getting the full benefit. The problem is that while outbound and inbound marketing each serve their respective purpose, they aren’t nearly as personal. Smart marketers overcome this with a differentiated marketing strategy.

What is Differentiation?

Differentiation is a modern buzzword, but it is often misapplied. People often assume differentiation refers to product offerings, like Gap offering its Old Navy brand for its more budget-conscious customers – but that is only an example of “product differentiation.” A differentiated marketing strategy implies something completely different. Also called “segmentation,” it means that your marketing message is tailored to a unique niche. For instance, when the Australian Tourist Commission  (ATC) wanted to attract new tourists, it didn’t change what it offered (how could it?) but instead changed how it differentiated its marketing efforts.


Differentiation in Practice

The ATC started by identifying  its target demographics and then targeting its message to each niche. One of the groups the Commission identified was “young travelers.” This subset tended to be young people taking a “gap year.” They were focused on budget accommodations, how to obtain a visa, and lifestyle experiences. They had very different wants and interests from traditional sight-seeing tourists and, in turn, would be attracted to different marketing efforts. The Australian Tourist Commission took those differences to heart and developed separate marketing strategies for each of its target niches.

Differentiating Outbound Marketing

Outbound  marketing is product-based and involves one marketer finding ways to appeal to many customers at once. Magazine advertisements, television commercials, and billboards are examples of outbound marketing. You can differentiate your outbound marketing by launching separate campaigns tailored to your individual target demographics, such as putting up different billboards in different areas, rather than using a generalized marketing approach.

Differentiating Inbound Marketing

Inbound  marketing is more personal. It creates a two-way interaction between the marketer and the customer. Examples include blogs, webinars, and search engine optimization (SEO). You can differentiate your inbound marketing efforts by finding ways to make each customer experience unique, like when a search engine tailors results based on a customer’s search history or when a website uses cookies to individualize each customer’s ad experiences.

To learn more about how SMG can help you develop differentiated outbound and inbound marketing services for your company, visit our website!

The Top 3 Boards You Need on Pinterest This Season

If you are a small business owner, especially one that sells consumer products, it is our recommendation that you create a Pinterest account – stat. Already have one? Fantastic! Need a little Pinterest guidance? You’re at the right place.

What’s the first step in optimizing your Pinterest page to create more followers, more likes, and more shares? Create boards to showcase all aspects of your brand. From DIY boards, to Tips and Tricks, your brand is able to show different avenues of your products that no other social platform can provide you with – all the while utilizing energizing, visual content. And with the holiday season upon us, there is no better time to create these pin boards to gain more site traffic. Let’s go over the Top 3 Boards You Need on Pinterest This Season.

1. “Products in Action” Board – Especially with the holidays approaching, consumers need gift ideas. However, how can they imagine giving someone a gift if they can’t picture that person using it, wearing it, etc.? Show what your products (or services!) can do for the end consumer. Showcasing an espresso maker? Pin pictures of the mouth-watering lattes. Selling winter coats? Pin pictures of young children playing outside in the snow bundled in winter gear. Pinterest is a lifestyle platform, which is why this board needs to show how your brand can affect their lives. Check out Nespresso’s “The Coffee Connoisseur” board for an example!Coffee

2. “Incorporating the Holidays” Board – The holidays are a time for your brand to get in the spirit, and entice your customers with that ever-so-effective holiday charm. C’mon, who can resist pulling out their wallet when they see images of your product on the Thanksgiving dinner table, or around the tree on Christmas morning? That is why consumers spend so much more during the holiday season; they are in the spirit of giving! How do you do this? If your brand is in the food market, pin images of families enjoying your turkey during Thanksgiving dinner. Selling decorations? Pin pictures of families hanging up Christmas lights on their front porch. Like tip #1, put your products into action with a little holiday twist! Need an example? Check out the board “Give Thanks” by Pottery BarnGive Thanks

3. “Our Pinspiration!” Board – This board, much like the first two, is all about showing how your brand is more than just a product, it helps create a lifestyle. Construct a board that shows less of your product, and more of what inspires your brand to create your products or services. Although Pinterest certainly helps sell your products, you also have to take this opportunity to not overdo it with all of your promotions and upcoming sales. Take a look at Macy’s “I Love New York” for a great example of this! I Love NY

Of course, there is no limit when it comes to what type of boards you can create on Pinterest. The final and most important tip we will give you today is: Stay up to date! Feature boards that complement the time of year, upcoming holidays, current trends, the news, etc. This will not only keep followers coming back for more, it will allow you to reach customers that you didn’t have before. Pinterest is an exciting and one-of-a-kind platform for trendsetting and complementing what we know consumers already love. So, pin away!