We're marketing to an audience of one. Say what? Most think that you go after a huge audience and that is the way to build your lead database but there is a shift in how the successful firms are winning out.
How about Apple
One on One is hot and if you buy an i "whatever" you would be foolish not to get one on one for only $100/year. You get one on one to learn just about anything your heart desires about all of Apples's software. This training is got to be worth thousands. That is a minimum of 52 hours of training if you take just one per week. They are marketing to just you on this one.
If you are a junkie like I am and love the "one click" ordering, Amazon has tailored your buying to, well..... you. Yes, what you are searching for and what you are buying is considered on how the site looks as you are looking at it. Buy a lot of kitchen stuff and they will show you the newest gadgets found in the kitchen. Buy baseball card or books or whatever you buy, Amazon will be sure to have products just like your interest to be found. A market of one. They are mastering the art of what you are thinking so you will see it and say "I want that".
Same thing, if you have kids like I do, the latest kiddie shows are what show up because that is all who watches in our house. The more you watch, the more they tailor to that type of show. It is unreal.
These 3 retail behemoths are on to something. How to tailor the shopping to the experience of the individual, NOT the masses. As an inbound marketing agency, 98toGo agrees with tailoring your business approach so that you are reaching out to the audience of one. How? Your site needs to reach out to the 98% that are just kicking tires so you need to tailor your offers to the wide reach of one. You can't just have one offer to bring them in and let it ride.
Our biggest client, a cabin rental company in Helen, Georgia, had been doing just that and has paid off big. Imagine you having over 2000 leads a month for your sales folks to go after and close. They have done so by having a variety of offers to reach not just "one" type of person but all the people coming to the site. This takes time and energy but it will pay off. Once you have an email address (we call this a lead) then you can follow up and nurture them along the sales funnel to buy.
This means that multiple avenues to meet all the "ones" out there, provide them an offer and then vary that offer. You can't just throw one offer out and hope it sticks. For example if you sold real estate,and you were attempting to build relationships, one person wants to know what their house is worth so you have a free value tool that will provide the value. That's great, but what about the person who has no house and is looking to buy. He or she is interested in the school ratings in the area so a school grader offer is what they may be after. Vary it up and market to the one so they will say "I want that".