Who are you looking at?

We all know that one size does not fit all when it comes to a communications strategy. But how do you get the perfect balance when creating a highly targeted communications strategy?

Depending on the value of the potential sale, a full Digital Forensics programme, resulting in a bespoke personal contact strategy plan, using a blend of direct communications and content placement might be appropriate. However, that highly personalised approach tends to be reserved for the special few.

We’ve found over the years that businesses tend to take the volume approach by sending out mass communication, instead of making it personal. It is believed that the more leads generated and handed over to the sales team, the better. But that means they may not be of the best quality.

Here at Gilroy we’ve worked with our clients to achieve amazing results by understanding the differing needs of our clients key target audience groups and building a contact strategy based around those differentiators. In essence, this is persona based marketing.

Based on the personas developed through research, analytics, team input and extensive market knowledge, we are able to create content marketing strategies that are specific and engaging for a larger groups of similar prospects, whilst ensuring the content feels highly personalised to the recipient. We can set the tone, style and delivery strategies for the content, whilst discussing topics that we know will be of interest.

This has resulted in more effective marketing and increased response rates.

66% of B2B marketers haven’t yet discovered the power of persona marketing, although 88% of these marketers say they expect to use it in the future. If you want to be amongst those to reap the benefits, please get in touch: hello@gilroy.co.uk or take a look at our website for more information: www.gilroy.co.uk


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