Episode 95 Transcript

Welcome to episode 95 of the Business in Morocco Podcast this week we're going to be talking about  marketing tools and a target audience so basically 
what uh what tools are available out there to  
to help promote your business or your product or your service  and when should you use them what type of audience requires what type of marketing uh  so if you're listening to this uh on the podcast I encourage you to search morocco podcast or  business morocco podcast on YouTube because I 
do have some slides and other visual aspects to  
this talk today this episode today that it just be more beneficial by being able to to look and see  what I'm talking about for each of these uh social media platforms or other marketing platforms so talk about four general areas what is a target 
audience or market what are marketing segments  
what marketing tools are available and how to pick 
the right marketing tool for your target market
so first you ask the question what is 
a target audience or a target market  
well uh you get some good resources here from 
investopedia which has a lot of business resources  
um a lot of information out there about various 
business topics but they define it as a target  
market refers to a group of customers to whom a 
company wants to sell its products and services  
and to whom it's direct it directs its marketing 
efforts consumers who make up a target market  
share similar characteristics including geography 
buying power and demographics now when you talk  
about target market we're not we're not talking 
about um every potential customer we're just  
talking about the majority of your potential 
customers your most likely buyer your ideal buyer  
you want to know about this and design that target 
audience including where they live geography
you know how what's how much income do they make  
what's their buying power other 
demographics like race culture religion  
habits all of these things can help you design 
a target market a target audience and the reason  
the reason that we do this is because if we 
can accurately describe who our customer is um  
typically they will they will these groups 
will react to marketing in the same way  
and that's what we're looking for we're looking 
to make an impression with our marketing and  
convince somebody to do something whether it's 
sign up for a newsletter or download a free book  
or buy a product online attend a conference go 
to a restaurant buy a pair of shoes enroll in a  
school these are all the things that we're trying 
to get people to do through marketing and if you  
can design an audience where where people have 
similar needs or desires or wants and they respond  
to marketing in the same way then you can develop 
a marketing plan to to reach out to them and  
uh hopefully they will react positively and your 
marketing plan will succeed in the sense that  
you'll convince people to buy a product or service 
or do whatever it is that you're you're seeking
so it's very important to identify the target 
market before you develop your marketing plan  
because your your target market is going to 
guide how you create your marketing plan because  
different target audiences different target 
markets they they have their attention is  
in different places we'll talk a little bit 
that more about that as the episode unfolds
if you don't spend time thinking about who your 
your target customer is and i get this a lot from  
my clients when i ask them okay who's 
your who's your customer and they'll  
tell me everyone everyone's my customer 
well well no everyone is not your customer  
it doesn't matter what product or service is 
out there whether it's cars or couscous or  
telephones or mobile service plans everyone is not 
your customer not everybody drives not everybody  
eats couscous and not everybody actually has a 
smartphone there's a significant percentage of  
moroccans who do not have mobile data plan so 
even for things like orange or morock telecom
or other mobile service providers everyone 
is not their customer so you need to decide  
for your product or service for your 
company who's the target audience you  
need to make decisions about who they are so 
that you don't waste the money and the time  
spending money and time trying to attract 
customers who are not going to be your customers  
it's a big problem and it causes a lot of waste 
and people businesses go go out of business  
because they don't do a good job of of targeting 
the right type of person with their marketing
one of the ways that we do this to get a 
better idea of who the target audience is  
is we we can divide the whole market into in 
various segments you know it's as simple as  
dividing the population into groups that can be 
measured by characteristics these include gender  
age income levels race education religion 
marital status and geographic location now  
what's interesting about this is that if you know 
anything about a lot of the social media networks  
platforms is that they specifically try 
to get all this information out of you  
they want to know where you were born where 
do you go to school what's your religion  
are you married are you in a relationship 
what's your race how much money do you make  
what's your birthday you know they want to 
know your age they want to know your gender  
they want to know your interests that's why they 
ask you know what books do you like what movies  
you know what are your interests what groups are 
you a part of the whole reason that that facebook  
asks you all those kinds of questions is because 
that's what they're selling they're selling you in  
general in the business world we have this saying 
that that if you're using something that's free  
then you are the product okay gmail hotmail 
youtube facebook instagram tick tock  
linkedin all these are free but they're not 
free you are the product as the user you are the  
product that is being sold and as a marketer we 
understand that we understand these social media  
platforms are selling access to specific groups 
of people that's the only reason that they exist  
is because they have all this information on their 
target customers and so one of the ways of doing  
this is to segment the market break it down into 
different pieces so that you can better understand  
it so here's an example this is a company 
that i'm talking to right now called micro  
and they produce transportation solutions 
including scooters for kids for adults for um  
trick scooters um for like skate parks and stuff 
like that uh and also electric scooters for  
for transportation i'm sure if you're you're in 
some of the major cities in morocco you've seen  
people on electric scooters moving around the 
city they're becoming more and more popular the  
reason i bring up these scooters is because even 
for something like this there are many different  
segments of the market for example kids kids could 
be a segment children let's say under the age of  
16 could be a target segment a marketing segment 
for this product or parents parents who have kids
that would be another segment that buys the 
product so you would want to market to kids or  
you market the product parents who actually 
have the ability to um to buy the scooters  
and lastly grandparents so grandparents they love 
to buy gifts for their grandkids and so they could  
be another segment and the reason that we break 
down segments for products like this is because  
the way you would market to these three groups is 
entirely different you know kids for example maybe  
you would do youtube ads so you would do those 
those five second pre-roll ads on youtube you know  
all the ones that we were always skipping right 
you find a video you want to watch on youtube  
and you have to wait for this ad before you can 
press skip well we can do some of those ads on uh  
on channels or shows that kids like to watch here 
in morocco and we would show our scooter in the ad  
before a very popular cartoon for example that a 
lot of kids like here in morocco for parents it  
would be completely different if we were trying to 
market to parents we would have different content  
different images different videos different texts 
different calls to action and we would do it in  
different places maybe we would use uh facebook to 
target appearance or instagram we could also use  
youtube to target parents but it might be it would 
be a different call to action we'd have different  
video different voice over different images in 
order to attract the attention of parents because  
they are a completely different marketing 
segment and lastly goes for grandparents  
grandparents the older generation tends to be the 
least sophisticated when it comes to technology  
they're late adopters they're they're not spending 
a whole bunch of time on their smartphones  
they're not on social media they're not 
um scrolling through instagram or facebook  
they're they're not on tick tock these other 
social media networks so reaching them would be  
completely different maybe we would do um we would 
hand out flyers or do a billboard or a radio ad  
or a television ad in order to reach the older 
generation and this is the reason that we break  
it down into segments because the segments 
will guide will guide the marketing plan  
so let's talk about that marketing plan 
what tools are available to us as marketers  
to reach our target audience to reach 
the segment that we were looking to reach  
well today most of the tools that are 
growing in popularity and are effective are  
online their social media tools and here we can 
see the monthly active users in millions or unique  
monthly visitors to these platforms as of january 
2020. so you look at facebook it's 2.5 billion  
2.5 billion monthly active users monthly visitors 
and it goes down from there youtube whatsapp fake  
facebook messenger wechat instagram all the way 
down to things like pinterest reddit snapchat  
so these are some of the tools that you 
can use and i'll talk about a few of these  
um in the presentation um so let's 
start with uh facebook and instagram  
well it's it's the most popular social 
media platform by far and it's actually  
facebook and instagram are connected to whatsapp 
so now on facebook you can actually have a button  
that says on your ad your facebook 
ad send a whatsapp message so they're  
actually taking advantage of both platforms 
the fact that you use facebook and you use  
whatsapp they're saying you can contact the 
business through whatsapp very easily and that  
makes communicating with businesses and and 
marketing a lot easier quite frankly because  
you don't have to leave one of the two apps that 
you use every day like facebook and and whatsapp  
so there you go and some of the the things that 
are valuable about facebook and instagram is  
that you get very good analytics you understand 
your audience you understand their behavior what  
are they doing um how are they interacting 
with the advertisement with the promotion  
um you can set very clear objectives for example 
do i want them to more people to engage the post  
do i want people to go to my website to like the 
page to send me a message you can have very clear  
objectives for that you can also have them sign 
up for a lead form so they can fill out a form  
right there in facebook that gives you information 
about them as a potential customer so facebook  
is is good in that way and you really have the 
ability to target your audience very specifically  
and not just target them but retarget them so 
let's say they they see an ad for your product  
then they go to a website um your website but 
later on they're gonna see more facebook ads and  
if you combine this with google you can actually 
make sure they're seeing your ads not only on  
facebook and instagram but also on websites and 
on youtube it's a way to coordinate your marketing  
to get those impressions on people the other 
thing about facebook is it's really easy to test  
different content so if i have different 
video different images different text  
i can put a little bit of my marking budget 
into maybe 10 different promotions and i can  
do each one for a week for example at the end 
of the week i can choose the best performing ad  
and put more marketing dollars more 
budget into that best performing ad  
because quite frankly as as marketers we 
we don't always know what's going to work  
before we do it and a lot of times we're surprised 
by the images or the videos or the text that is  
ends up being the most popular or the most 
effective and facebook does give you the  
the option to to do um testing so here's an 
example of some facebook and instagram ads  
here we have one here in morocco it's not even 
for a company okay it's for a non-profit and  
they have an animal here and basically what 
they're trying to do is is help out animals okay  
they're trying to to give medical care and and 
take care of of animals and down here they have a  
button where it says fair and don't it's basically 
you're you're going to make a donation so this is  
a non-profit it's not even a for-profit business 
but they are advertising on facebook in morocco  
and their goal is to receive donations so that's 
a perfect example there's something about me and  
my facebook activity that leads them to believe 
that i could be a donor to their organization
here's an instagram ad so this is uh for 
workouts svelt training and it's about seven  
minute routines and workouts it's sponsored on 
instagram there was a video in there and again  
through the algorithm instagram thought that i 
would be a good person to see this ad based on  
posts that i've liked in the past or websites 
that i've visited other ways that i've interacted  
with instagram or facebook and 
they think they know me and i might  
like this ad or be willing to be 
interested in becoming a customer  
so you know for these two platforms you know 
you got 2.4 billion potential customers and  
and 1 billion for for instagram it's a very wide 
audience and and the algorithm is very uh powerful
and the next platform we'll talk about here is 
google and youtube so google owns youtube and  
they're very powerfully linked together so on 
google everyone knows google you do searches  
on google to find anything you can imagine to 
answer any question that you have in the world  
up until recently when they've been specifically 
deleting um information about things that they  
don't want you to know um but uh usually if the 
topic is not political or related to coronavirus  
you can have a good good uh high confidence 
that the information on google is accurate and  
helpful if it has anything to do with american 
politics or coronavirus i don't believe  
anything that comes up on the google search 
because it's being completely manipulated but  
that is a story for another 
day when it comes to marketing  
here's an example in morocco so i have a 
search here international movers morocco okay  
and it's showing me various um ads so this is an 
analysis an ad for movers international movers  
what you notice is it's all in english and 
there are some key words in here moving movers  
international okay but the reason it's in english 
and the reason that it's saying things like
help you move is because um down here it 
thinks that i'm in new york and i'll get  
to that in a second because i use down here in 
the bottom you see it says new york new york  
i'm using a vpn so google thinks that i'm in 
new york and therefore it's showing me ads  
for movers international movers in new york 
so that's one of the things that you can do  
as a marketer is you can pick the location so i 
can say i only want people doing a search in new  
york for international movers to see my ads now 
one of the things that limitations is that google  
is tricked by the vpn so it doesn't know that i'm 
here in morocco it thinks i'm in new york and it's  
it's basically providing a false service to these 
companies because they they would not want to  
show me their ad because i'm not a potential 
customer to them living in morocco they only  
want people in new york to just see their ad 
and yet google's showing them showing me their  
ad and they are getting charged for it so but 
the point about this is that that google can at  
least try to know where you are when you're doing 
your search so that it can show you relevant ads
youtube all right so youtube is closely linked to 
google and i'm sure that you've noticed this you  
go to google you type in a search and then you 
start seeing ads on youtube for that product or  
that service or things associated with your search 
on google and the two are very closely linked in  
fact if you want to do ads on youtube you use the 
google ads platform to create those ads on youtube  
and you can choose keywords um you can choose 
certain channels or videos or certain types  
of customers that have habits on youtube or 
google search to to target people and there  
are three basic types of ads on youtube 
you can either do the the five second ad  
okay which basically it goes for five seconds 
and then over here on the right side it says  
skip and you skip the ad and you get to watch the 
video this screenshot that i have right now is
is the second kind of ad which is two consecutive 
five second ads so a total of 10 seconds that  
you cannot skip okay so this is a pretty much a 
branding ad but they also have here this button  
says shop now so apparently if i click on 
this button there are places that i can  
either buy kitkat or they're going to tell me 
where to go if i want to buy the kitkat candy  
and the last one the last ad that you see 
is a 15 second ad that you cannot skip  
so you have to sit there you wait for 15 seconds  
it shows you the ad and then your video starts 
so those are basically the three options  
uh for the type of ads you have on youtube now 
the way you pay is typically by impression you pay  
per 1 000 1000 impressions and depending on the 
keywords that you're doing and the location and  
sort of the the audience that you're seeking 
it's going to be more or less expensive  
right now in morocco it is dirt cheap and that's 
just a saying that we have it's it's not expensive  
to do youtube ads here in morocco there's just 
not a lot of competition but you try to do  
some ads in the united states regarding let's 
say weight loss or get rich quick or you know  
money making schemes or invest in real estate how 
to flip a house those are going to be much higher  
keywords and and advertisements to to to 
buy because there's a lot of competition  
and the cost per click is much higher because 
people are willing to pay more for those clicks  
because they make a lot of money off of 
people who uh who click on their ads so  
again it varies but right now morocco 
is really cheap and it's very good  
way of reaching a lot of different people 
and doing general branding marketing
you know and they have a lot of the 
same tools as facebook in terms of  
you can choose gender and race 
and age and location in order  
to to be targeting in your ads and very 
specific in who you want to see your ads
all right the next one we'll talk about is 
linkedin so linkedin is uh basically a survey  
they asked marketers you know who do b2b marketing  
which of these social networks do you use and 
you can see that by far linkedin was number one  
followed by twitter and then facebook and then 
youtube and then way down here uh instagram so uh  
linkedin is the leading social 
media channel for b2b marketers  
um and there's a couple reasons for that um 
basically linkedin is the professional network  
you're gonna be trying to sell 
professional services it's for  
it's for networking and recruiting and posting 
your resume it's also for doing content marketing  
and uh articles videos and basically having a 
professional network and the reason that b2b  
sales work on this is because you can you can 
target specific people in specific industries  
for example you could run a linkedin ad that is 
only shown to people with the title president  
or cfo or sales director you can you can choose 
people's titles and then they will see your ads so  
let's say for example you're 
selling human resources software  
well you could go on linkedin and and have 
your ad show to only human resource managers  
because hopefully they're the ones that would be 
deciding what type of software to use in their  
department and so that's one of the reasons 
that b2b marketers use linkedin is because  
it's a good way to reach the right people 
now linkedin has about um 500 million  
profiles and about half of that 250 million 
and use linkedin on a monthly basis so yeah  
pretty pretty good engagement on linkedin i'll 
show you an ad that i saw today on linkedin  
there's a screenshot it's from china.org.cn and 
the goal of this ad is basically to get people  
to believe that china is a hub for innovation so 
if you if you actually click on this link right  
here it'll take you to an article that talks about 
china as being a hub for innovation and you know i  
guess the goal is just overall brand awareness 
but it could also be to target people with  
managers or directors or investors to invest 
in china and asia when it comes to creating  
new businesses so this again would be the type of 
b2b marketing that that linkedin is is good for
all right the next one we'll 
talk about here is tick-tock and  
if you're young you probably know what tick-tock 
is if you're older you probably don't have any  
idea but it is one of the fastest growing social 
media platforms in the world it's based around  
user generated content short videos um 15 seconds 
30 seconds maybe maybe up to a minute and it's all  
users and a lot of it is dancing and doing other 
like magic tricks and all sorts of crazy stuff  
but it has good user engagement and it has very 
high growth so i'm not sure that they've actually  
learned how to monetize it yet how to make money 
but they're trying so typically there's there's  
four different types of products okay you have 
a general audience for these four products of  
about 800 million users worldwide and almost 
half of them are between the age of 16 and 24.  
so we're talking about a very young group of 
people and who typically do not have a lot  
of money college students younger than 
that who maybe live with their parents  
but you know one day they will be the next 
generation the working generation so you  
know tick tock could be a platform where you're 
trying to build brand awareness and brand loyalty  
with the next generation so let's talk a 
little bit about these four types of uh  
of ad products on on tick tock so you have the the 
brand takeover number one and basically that is  
like an image or a gif or a video um that allows 
a brand to dominate a specific topic for that  
whole day so you're talking about um suggesting 
videos to people or hashtags or other things
you your ad will lead a certain category a 
certain keyword for for that topic if you pay  
so that's one way you can create awareness 
for your company on tick tock the other one is  
next one number two is in feed native video 
so you have about 9 to 15 second video ad  
that shows up on the the for you page so 
again these are suggestions and tick tock  
is inserting paid content into the user contents 
which is what every platform basically does i mean  
if you're scrolling on facebook or instagram in 
between the posts that are from your followers  
you're going to get paid posts and that's 
the whole reason the pat the platform exists  
is because of those paid promotions and that's 
the business model so it's that number two in feed  
video number three is a little bit different 
hashtag challenge it's basically you create  
sponsored hashtags to encourage user-generated 
content to engage users and attract influencers  
so you basically create a hashtag and you 
promote it and you're hoping that people  
catch on and they start creating content based on 
a hashtag and it goes viral so again it's another  
way of encouraging people to to engage your 
brand and promote your your products or services
uh last one was we have uh number four branded 
lenses and i'm not too familiar with this one but  
apparently you create 2d or 3d lenses that users 
can try out for themselves um looks like you have  
a dancing chicken there um basically uh you look 
at certain videos and other images appear so you  
know tick tock still experimenting they're still 
growing i'm not sure if they're profitable yet  
um but uh yeah it could be another uh avenue 
another option for for your marketing plan
the last one we'll do is we'll talk about 
traditional marketing traditional advertising  
and you know this is legacy media it's still 
pretty strong here in morocco you have things  
like billboards television ads promotions right 
so air jordan nike um ronaldo and fly emirates  
um uh you have billboards up here for like in 
wee and mcdonald's and then radio ads on like  
on platforms like luke's radio this is typically 
mass marketing you know billboard you're not going  
to get any metrics on a billboard you're not going 
to get any customer feedback you're going to have  
no idea really how effective those billboards were 
because you can't directly attribute the billboard  
to a customer sale it's very hard the same goes 
for celebrity endorsements like ronaldo yes  
he runs around playing soccer with 
the fly emirates on his shirts  
but how many people decide to fly emirates 
because they saw that i mean there's just  
no way to quantify it i mean you could have it as 
part of your overall brand and i suppose you could  
if you had a really big budget and you had general 
metrics you could you could see how effective um  
campaigns like this to do endorsements 
of of football teams how effective it  
was over the long run if you change athletes 
or change teams does it make a difference but  
it's very hard to know what the impact is 
from from these kinds of mass marketing  
i mean i'm sure on the radio stations they 
don't even really ever know how many people  
are listening to their their radio at any 
given time i mean there's ways of doing  
you know surveys and questionnaires but i 
don't know how accurate it is and and even  
the same for the television um you know 
there are some ways of knowing how many  
people are watching a television program but 
if your ad goes on television for a car or  
um you know mcdonald's or air jordans or or rock 
telecom it's very hard to measure the results  
of traditional mass marketing but you know 
in a lot of ways they still do it and it's  
still effective because it's a way of reaching 
customers certain customers that are hard to reach  
older people people who don't use their phones or 
get on the internet very often um you know using  
this type of marketing it can be effective 
and then it can also be just a general part  
of your your overall plan because you know 
normally to get somebody to make a buying decision  
you need more than a dozen impressions 
you know more than 12 15 impressions  
before they actually make a decision to buy and so 
mass marketing along with social media marketing  
is a good way to to get there it's a good way to 
to get people to do that and that's why you'll see  
these companies actually doing a mix 
of marketing on the different platforms  
it's in order to to reach a wider 
audience and create that brand awareness
so finally you know how do we 
pick the right marketing tool  
well i mean i sort of got into that but uh 
just some general ideas facebook instagram is  
if you have a well-defined target audience and 
you know the location of your customer you know  
their demographics the websites that they 
visit you can use facebook and instagram to  
to target them google google is typically better 
for people you don't care about their demographics  
you care about what they're searching for you 
want you want to know their want or their desire  
and you want to target them with your product 
or service based on on their activity online  
and what they search for and the videos and 
other things that they're they're watching  
linkedin typically b2b okay b to b sales 
professional sales recruiting human resources  
professional services all these 
things is what you're going to use  
linkedin for tick tock i think is 
still unproven it's the new generation  
i would use it mostly for brand awareness i'm not 
sure i'm not sure how effective it is for actually  
converting creating and generating high quality 
leads and converting them into customers so  
to be determined on tick tock and then 
you have your traditional mass marketing
campaigns for things like soda mobile phones 
internet cars grocery stores margin car for things  
like this which is your traditional mass marketing 
um if you're trying to reach a broad audience and  
you don't have any other good ideas on what to do 
with marketing you'll buy a billboard the bottom  
line is that you want your marketing plan to be 
testable meaning you want to be able to measure  
the results you want to be flexible you want 
to be able to change what you're doing modify  
what you're doing and respond to the feedback 
that you're getting and you want to be scalable  
meaning if it works you want to be able to pour 
more budget into that marketing plan in order  
to dramatically increase sales so i hope this 
was uh helpful i hope it was effective uh if  
you have any questions or comments leave them 
in our youtube channel on on this episode or  
or send us an email at ryanmoroccopodcast.com 
and we love to hear your feedback

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