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Define Audience
Messaging Goals
Content Across the Lifecycle
Share, Promote, Engage
25 – 44
YEAR OLDS

SINGLE,
UNMARRIED

SOME
COLLEGE
OR HIGHER

EXAMPLE
OF TARGET
AUDIENCE
PROFILE

TECH
EARLY
ADOPTER

URBAN,
NORTHEAST

SOCIAL
MEDIA
AUTHORITY
25 – 44
YEAR OLDS

TECH
EARLY
ADOPTER
SOME
COLLEGE
OR HIGHER
This is the time to introduce new
audiences to your brand and
gain credibility
•
•
•

FREE Educational
Collateral

Call to action about
educational collateral

•
•
•
•
•
•
•
•
•
•
YOUR BRAND

•
•
•
•
•
•
•
•
•
•

•
•
•
•

Knowledge base/FAQs
Tutorials and How-Tos
Usage Ideas
New Feature/Product
Upgrade
• Emails
•
•
•

•
•
•
•
ONLY MASS MESSAGING

SEGMENTED CONTENT
REPEATING SAME MESSAGES

PRESENT IN VARIED CONTEXT
MISREPRESENTS FOR CLICKS

PRESENTS HONEST DEPICTION
INCONSISTENT OR NONEXISTANT

GENUINE CONVERSATION/REWARD
ENGAGEMENT
• Know your audience and their
needs
• Find overlap between needs and
goals where you can provide value
• Consider all stages of the sales
cycle
• Take advantage of PR, social, and
search to share your content
451 Marketing Capturing Customers - 2014 Webinar
451 Marketing Capturing Customers - 2014 Webinar
451 Marketing Capturing Customers - 2014 Webinar

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451 Marketing Capturing Customers - 2014 Webinar