Sabri Suby is the founder and Head of Growth at multimillion dollar digital marketing agency, King Kong. The agency is reportedly on track to notch $30 million in the next 12 months – an impressive feat since he started the company from his bedroom in 2014. King Kong has clients globally, and is focused on outcome-based ROI across SEO, CRO, PPC, Facebook Ads, web design and landing pages.
Mr Suby offers his ‘fail-safe’ tips for landing the bulls-eye when it comes to digital marketing.
dentifying a target market is more than gathering demographic information, it’s finding out who will be your best customers and really nurturing that relationship to get the most out of it. Now if you are a business owner with 1000+ customers, personally nurturing each one might seem like an endless mission, but it doesn’t have to be that way.
If your marketing agency tells you that your target audience is ‘15-35-year-old males who like sport and live in Australia’, then just stop right there. This is already too broad and your message will be lost among thousands of other brands talking to exactly the same crew.
A broad target market can seem appealing, and is common for start-up brands but trying to deliver everything to everyone all at the same time is not offering quality – it is diluting your message. Ever heard the phrase, ‘you can’t please everyone?’ – you can’t! You shouldn’t try to. You should break the crowd down into individual sections, find out their niches, interests and online behaviours, and win their affections in bite-size chunks.
The more research you do to laser target your market, the better your return on investment.
Here are some fail-safe tips to landing the bullseye:
Once we identify what people want to know, we then ask the questions of Google to see what comes up. Take ‘MCG Ashes’, for example: are people looking to buy tickets to a game? Do they want to know the team lineup? Are they researching transport options? Are they after Ashes memorabilia?
After pulling together all of this information, look for patterns to see what keeps coming up. You might find pockets of people keen to buy team attire to go to a match, or those looking to purchase cricket memorabilia as a gift, or others wanting to invest in memorabilia specific to an Ashes win. Evaluate whether certain groups match certain demographics. You can then identify multiple target markets and the different information to offer each of those markets.
Superficial research will show you what keywords are trending – deep research will tell you what people are saying about those topics.
For example, when we do research for our clients, we might investigate platforms such as LinkedIn and YouTube and look at not just the content doing well there, but also the comments. We go to forums like Quora and Whirlpool to see what questions people are asking.
Pin the sale
Most Australian businesses often start with ‘Australia’ as their target market, but what if you could zoom in on location and identify the specific suburbs where you’re likely to convert sales?
You could use existing sales data to figure out hotspots, or perhaps identify the characteristics of a location that makes a good market. For example, if you’re trying to sell cricket gear, look for suburbs within a certain radius of a cricket ground where local teams are likely to play.
What all of this should tell you is that ’15-35-year-old males who like sport and live in Australia’ is too broad to be a meaningful target market. If you instead target ‘left-handed batsmen from East Melbourne who earn more than $75,000 a year’, you’re far more likely to strike a vein of gold.
Make Facebook your friend
A ‘spray and pray’ approach where you push out a message and hope that people will see it, leads to a lot of waste and not a whole lot of sales. So be strategic about the timing of your ad, and the location of your audience. Profiles can tell you who is likely to care about your business but Facebook can also help you target the where and when.
If location is a factor in your business, use Facebook to go granular. If your business only services one country, don’t waste your money on luring an international audience. Or if you know your products are extremely popular for buyers in beachside suburbs, you can target people in those suburbs down to their postcode.
Also remember that Facebook is ideal for sharing news and milestones with friends and family so leverage these public life changes to introduce your product to a new market. Because Facebook is a sharing platform, it allows you to capitalise on people’s willingness to highlight these transitional times. You can therefore target new customers through Facebook using their recent life events, and select similar demographic attributes to people who currently buy from you.
Think long term
Now that you’re finding new, valuable audiences, calculate how much it costs you to acquire a new client and how much revenue you earn on average from them. What would your fees over the lifetime of that client look like? Are you able to offer additional services to sweeten the acquisition deal? If you think about what you can add to a client’s initial case you can increase the amount you spend on acquiring them because repeat business becomes a factor.
There is nothing more powerful than a compelling offer, so be sure to analyse your target audience and think, “if I were in their position, what would make it a no-brainer to engage or re-engage in my services?’
A strategic marketing plan is vital.
Part of the reason for the success of my digital marketing agency, and the success of our clients, is obviously high-quality work and offering value. However, excellent work is not enough to keep your firm’s client pipeline full, it needs to be consistent. This is why a strategic marketing plan is vital. After all, consistent marketing is required for consistent revenue.