1. Customize The Content By Vertical

A vertical is a business niche where sellers help with a specific audience and their needs. Ecommerce tends to serve in these markets due to the minimal overhead expenses and the ability to reach a larger audience. One thing to note is that the buyers in each vertical can heavily differ in their needs.

2. Segmentation Is Necessary

There are many different ways to segment an audience in digital marketing campaigns. Some aspects of a potential customer that segmentation takes into consideration include:

  • Psychographic
  • Behavioral
  • Geographic
  • Demographic

3. Targeted Ads

Research has proven that one of the best and most effective ways to draw in potential customers, and keep current ones, is through digital ads. Consumers rely heavily on their laptops, cell phones, and tablets, so it is essential to utilize digital advertising. In addition, strategically targeting ads to focus on your desired audience is important to make the best use of your marketing budget.

4. Create Customer Personas

It is crucial to remember that not all audiences are the same and should not all be put under the same category. With each customer persona, gain a deep understanding of the customers that fall within that category and find what appeals to them by creating and testing messages that resonate with them.

5. Marketing Based On Stage In Sales Cycle

It is typical for B2B marketers to face the same challenge in engaging with buyers at different stages in the sales process. Marketers need to understand that they cannot feed consumers who are early in their buying process the same content as they would to a consumer who is almost towards the end of the cycle. Creating a customer journey map is one method to help keep track of the type of content to push out depending on where the customer is on the sales cycle.

Read more about Content Personalization Strategies at theodysseyonline.com

Book a Consultation
Tell us about yourself
Send Us A Message
Tom Foerstel : Founder & President

Tom Foerstel

Founder & President

Growing up in the San Francisco Bay Area in the 60’s, Tom developed a strong desire to create positive change for people and planet.


He went on to pursue his passion for art and design at Art Center College of Design in Pasadena, California, and worked for design firms in Southern California before moving to Boise, Idaho in the early 80’s. Foerstel Design opened its doors in 1985. Since its inception, the firm has cultivated a bold, happy, forward-looking team focussed on creating distinct and effective work on behalf of their clients.


An integral part of Tom’s philosophy is giving back to the community in which he lives — a company cornerstone that drives Foerstel’s long history of providing pro-bono services to local non-profit humanitarian and arts programs.


One of Tom’s proudest personal achievements is his ability to say Supercalifragilisticexpyalidocious backwards.