Category Archives: Targeting

What millennials value and how they shop: A lesson for CPG marketers

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This post is contributed by Michael Schneidman, Vice President/Strategic Consulting, CPG, Epsilon

When sitting down to write about millennials and how unique insights and behaviors of this group relate to the consumer packaged goods (CPG) industry, I thought, “What can I say that hasn’t already been said?”

I mean, for the past few years the topic has been covered—exhausted actually—by every trade pub, agency, consulting group and even the mainstream news. Everyone has advice on how to market to this supposedly unique generation.

While there are certainly some important behavioral differences, the truth is, millennials are a lot like other generations. In a recent Epsilon research report, we found that the key to marketing to millennials is realizing that age alone doesn’t determine behaviors, life stage does.

The lesson: You need to move beyond traditional age-based segmentation.

Sure, knowing basic demographics (including age) are help…

How to Do Keyword Research

How to do keyword researchLearning how to do keyword research is very important as you build your online business.  You will always be searching for traffic. Sometimes literally.

In your quest you will want to target – and by that I mean attract – a specific audience. The smaller and more similar to each other the audience is, your chances for a higher response increase. Think if you get to talk to everyone that shows up at the mall today – or you get to speak to a small, select group that has already indicated that they might be interested in what you have to sell.  Which would you pick? Okay to be fair, you should ask which mall.

Keywords are a good way to help the internet direct traffic your way. How to do keyword research starts with search engines – and even YouTube – which will be showing people content based on certain keys.  Including keywords.

So let’s say you are creating some blog content. Or your next YouTube video. And you want it to rank. The first thing you think about is what to write about. And then what audience to target. And then what keywords to select. But what do you choose?

How to do keyword research

For keyword research, here are some guidelines:

  1. Get some help. Use the Google Keyword Planner to give you some direction.  It is part of Google AdWords. That is where you can pay for traffic. But this is free.
  2. Give your content a fighting chance. Even if you aren’t concentrating on SEO and ranking, every piece of content you distribute should have a reasonable chance of finding an audience. Or why take the time putting it out there?
  3. Go narrow – not broad. Go for searches that have less than 500 searches per month. The lower traffic will be offset by a better match between your content and the reader/viewer’s interests.
  4. Go for longer keyword phrases. By identifying longer phrases you will be limiting your total potential audience, but those who see your content should respond very well. See if there are 4- or 5-word keywords that make sense. This is one of the best strategies when learning how to do keyword research.
  5. Review your selected keyword for double meanings. While you may be thinking of it a certain way as you learn how to do keyword research, it might also be popular for other uses and that will dilute your response to your keyword research.
  6. Target only one keyword or phrase. Search engines can be easily confused. So don’t tempt it.
  7. Be creative. Of course you are already creative, but here you have a bit more room to play. It never hurts to say the phase out loud too. That can bring other ideas to mind.

How to do keyword research is an art, mixed in with a bit of science. Experience will help you get better at finding the right keyword. And how to do it faster.

Go out and have some fun targeting your content – and have a great week!


PS:  What would 9X more traffic do for your website and business? This guy shows you how to get 9X more traffic consistently



6 Tips on Finding Business Opportunity Leads in Person

Business opportunity leads are the key to success for any business. Without leads you don’t have a business. How good are you at finding them in person?

If you are in network marketing, you are in sales. There is no way around it. You are selling the business opportunity, products, and most importantly you are selling yourself. And business opportunity leads are important.

Talk to any successful network marketing person and ask how often do they sell products or get team members from a click on a link. The answer I get is always none. Absolutely zero. Online activity – no matter how well it is done – can only get people interested and start to build a relationship. And the sale is done in person, or on the phone.  Personal communication is the key to success.

Business opportunity leads in person

Where do you find business opportunity leads? The best answer is just about everywhere. You only have to keep your eyes open and that lead radar in full gear.

Here are some suggestions that I have found useful:

  1. Practice. It takes a lot of practice to become successful. You will need to go through a lot of rejection and noes before learning the approach that works for you. Some lucky few are naturals at this. For the rest of us, we are all smart enough to learn how it is done.
  2. Look for opportunities. For me, this is the fun part, the challenge. It is like a game. A puzzle. To see how almost any interaction might turn any conversation into a business opportunity lead. Some of my most recent conversations were with the plumber that was fixing some pipes in my house, my insurance agent, and even the guy behind the counter at the vacuum cleaner store. Business opportunity leads are everywhere when you look.
  3. Find people already in sales.  Rather than trying to turn the average person into a sales person, look for people already in sales and present your opportunity. For example, when someone comes to the door at home to sell me something, I always see that as an opportunity. If they already have the mindset to be doing door-to-door selling, I want them on my team. And the same for anyone outside the local grocery store. Well, with the exception of the Girl Scouts when they are selling cookies. I haven’t pitched them. Yet.
  4. Have a call to action. Never leave the conversation asking them to contact you for more information – handing them a business card. Go a step further. Ask for the opportunity for a presentation. Or ask to add them to your email list. Or at least get their phone number. This will be the most productive way to utilize these new business opportunity leads.
  5. Have a 30-second and 2-minute pitch. With practice (see #1 above) you will have two basic pitches. One will be quick lasting only 30 seconds at the most. Then in the right situations you will be able to keep their attention for 2 minutes. Fine tune these conversations. Be very specific about almost every word. It will count.
  6. Keep it short. And never go more than 2 minutes. Your story and presentation deserves more. Remember the goal is to get the next conversation. No one – or almost no one – is going to sign up with you in 120 seconds.

When I started in network marketing I knew I was not a sales person. And I hear that very often from others. But with practice – and success from these types of conversations – I have become a big fan of this face-to-face pitch for my business opportunity.

And the best thing to remember is that any rejection you get is for your opportunity. Not yourself. And if you do it right you always walk away feeling good about yourself for trying. And even more importantly the other person walks away feeling good as well. You never know if it only the first conversation  from your business opportunity leads that will lead to something bigger in the future.

I hope this gave you some things to think about. And to give you encouragement to get out there and start talking.

Have fun.


PS: If you want more detailed information on how to talk with people click here to check out one of the best courses available on how to recruit leaders now.

Audience Targeting Online

Audience TargetingFor audience targeting, how sophisticated can you get? The internet is a vast and wonderful place where you can find practically anything. Yes, anything.

Audience Targeting

The key to audience targeting online is the collection of data. There are many strong opinions on privacy rights online. But the truth is that much of what we do online is captured and stored. Whether that is good or bad is the subject of a separate discussion. But for this article we will go with the understanding that this data collection is what makes audience targeting online possible.

When you sign up for a social media platform you are given the opportunity to read an insanely complicated list of Terms and Conditions. You actually don’t have much of a choice. If you want to use the service. These rules typically spell out the types of information you agree to give up.

The information – on both your computer and your mobile device – can include:

  • personal information
  • your location
  • information on what you searched for or looked at
  • your list of contacts and even information on their online behavior
  • the amount of time spent on certain pages or web sites
  • your ratings and recommendations

Because of this data collection as a marketer you can then use it to start building your targeted campaigns. So when you want to limit your advertising dollars to people in a specific country, state, or city, that will be available. The demographic categories are staggering in scope. And re-targeting is using web site visits to determine who should be receiving your ads.

Is this good? For the marketers and for most people this means that the advertising and promotional material will be more useful for the audience, resulting in a higher rate of engagement. For audience targeting online, this information is crucial to success.

For example, if you run an advertising campaign on Facebook, just check out the targeting option. It is amazing how detailed you can make your audience. And for that service it also will show you the size of your potential market. How great is that? It really makes it important to have a comprehensive testing plan in place. Then you will make sure that your program produces the results you want.

For more information on our marketing programs click here to link to our next webinar and claim your seat now.

Have fun and good luck.