Digital marketing for mid-sized businesses is worth it. What large companies have discovered long ago and firmly anchored in their marketing strategies can also be easily transferred to the middle market. The strategy presented in the following article will help you sustain your business with modern marketing and keep pace with your competitors.

Define Your Target Audience

Opening question: who is your target audience?

Now, if you’re a little confused when sitting in front of a screen, or you feel like your target audience isn’t really clear, you should think about a few things in advance. Define your target audience as precisely as possible. This will help you find interesting content in the future. To do this, create what is called a buyer. He is a fictional person with interests, problems and dreams.

Does your company sell ultra-safe step ladders with handrails? Great! Gertrude, an 87-year-old grandmother, would probably be delighted. Because this allows him to continue to manage the household independently, despite his age. She can clean the windows every week without bothering her family with constant safety concerns. It would be much easier for this person to provide relevant content. What do you think?

Once you have clearly defined your target audience, we now move on to the next step.

Find the Right Format for Your Content

Gardening season is in full swing. You certainly understand that only a carefully planned and ordered garden bed will also guarantee a good harvest.

So how do you find the right format to deliver your content to your target market? The image of a garden bed can be easily transferred into your marketing using a content matrix. Along the vertical, you’ll find the points at which potential customers are exposed to your content. A selection of content types are listed horizontally. In this area, note which touchpoints your company is already in a good position and where there is still potential for optimal “implementation” of your content to achieve the best results.

To make your business future-ready, you also need to be future-proof. This includes appearances on social media, as well as interesting podcasts and newsletters. Plan valuable content tailored to a specific touchpoint. For example, by partnering with renowned platforms like 22Bet, you could exploit their audience to promote your podcasts on online sports betting or gaming themes, thus creating a beneficial synergy for your visibility.

Have Valuable Content for Valuable Contacts

Now you’ve thought about where you can create more touchpoints and create content accordingly. Your prospects should also start to become self-aware. The easiest way to do this is to create a newsletter.

Offer your potential customers clear value with your emails: you give me their address and in return you receive something useful. Lead magnets can be short e-books and checklists that offer the recipient advice and solutions to problems. But beware. Interested persons must provide additional explicit consent to receive newsletters when entering their contact details (double opt-in).

Filter the Best Customers – With Content Marketing

From a list of addresses that evolves over time, you now have to filter suitable customers again and again.

In modern marketing, this is done through a series of emails. This is done according to the “Know – Like – Trust” principle. You can already mark the first step because the customer already knows you thanks to your valuable content. Now, if this content is delivered regularly and helps the reader solve problems reliably, they will start liking you and eventually trust you. Because you are obviously a true expert in your field.

Healthy Relationships Are About Give and Take

Do you dream of a romantic future with a house, three children and a white picket fence? To do this, you should start by building a solid foundation with your partner, rather than proposing to her right after the first meeting. Because that would very quickly end the relationship before it even begins. It’s the same with marketing.

To do this, you can use the so-called marketing funnel. This means that from the first emails, your readers receive interesting and valuable content without any pretension. Your first counter-request should simply be a small request for comments or questions. This will help you get to know your target audience better, learn more about them and thus continually improve your content. Later, you can make a clear request. “A marriage proposal”.

You can do this by offering your client an individual consultation. Or a promo code (because who doesn’t like to take advantage of the opportunity to get a discount?). Or an invitation to an event.

At this point, your newsletter audience will be split. Some customers will accept your offer, others will unsubscribe from your newsletter. However, many will likely passively vacillate between these options.

If you follow this strategy, nothing should stand in the way of your modern marketing strategy.