A lot of times I get to hear, we want to run a video campaign, or email campaign or we want to start a podcast. People start with the medium first, which in my opinion is the wrong sequence of actions. The first thing that need’s to be determined is the “market / ideal customer”. Where is the Single Target Market that you want to focus on. Once you have determined that piece then you figure out the messages / content you want to give to that audience and then you find the vehicle (the medium) to take that message / content.
Each message / piece of content, has a “job” (job of the milkshake , Clayton Christensen) to do. One message could be get the person to raise their hand, another could be to educate the prospects, some could be to compel the prospects to buy.
Now based on the message that you are trying to give out to your audience, you can choose the medium. Choosing a medium which the market does not access will be disastrous for your message and overall marketing plan.
As an example , if your audience is doing a lot of commute then a podcast or a video both could be good. But if you realise that within that audience which does commute there are people who commute on bicycles or drive cars then a video is not a good idea. A podcast could be a better idea. For example, I do a lot of commute, where I am driving my car. And giving me company are different podcasts, some of which I refer over here as well. If someone was to direct me to watch a video, to educate me while I was driving, I would not look at it and it would be a waste.
So when you choose to either do a campaign or plan an activity related to marketing, always start with the audience of one – see what is happening in the life of that one person from the Single Target Market that you defined, and then how you will reach out to her with whatever is the focus of the messaging that you intend.
Till next time then