Marketing Secret

Know Exactly Who You Are Fishing For.

The secret to leading in today’s aggressive, technology-driven marketplace starts with knowing exactly who you are fishing for.

Fishing for Customers illustration showing marketing as a boat using advertising, sales, promotions, direct marketing, public relations and internet channels as fishing poles.

First, identify your Ideal Customer Matrix (ICM) — the customers who are the best fit for your business.

Then choose the right fishing poles — the media channels most likely to reach them.

Next, choose the right bait — the message, offer and creative most likely to get their attention and motivate them to act.

Do not assume you got it right the first time

Test the Bait.

Adjust and Test

Adjust the message. A/B test the creative, offers and audiences. Measure which campaigns are attracting the highest-quality ICM matches and producing actual customers.

Invest in What Works

Once you know what works, put more fishing poles in the water. Shift more of your marketing investment toward the audiences, messages, media and campaigns producing the strongest results and ROI.

ICM→Media→Message→Test→Measure→Optimize→Scale

The goal isn’t more clicks. It isn’t more impressions. It isn’t even more leads.

The goal is to attract more of the right customers and produce measurable ROI.

Strategy before tactics. Intelligence before investment. Measurement before scale.