Over the last couple of years of helping our clients successfully market to the Jewish community, we have seen many of the same trends that act as roadblocks to properly reach the client’s target Jewish demographic. While there are generally numerous issues that are present in each client’s specific circumstance, there are a bunch of marketing mistakes that command an overarching presence across the board. We therefore believe that it will be helpful to discuss the 5 most common mistakes in Jewish marketing and how to remedy them.
Of Note: You may want to read our related discussion on general “Jewish Marketing Tips” in conjunction with this discussion.
You can also find our latest infographics, including the one relating to this discussion, on our infographics page.
Mistake #1: Wrong Platform
There may be a variety of reasons why the platform you choose for your Jewish marketing campaign may be incorrect. In addition, even in a scenario where the platform chosen may be correct, the measure in which you spread your resources across other appropriate platforms may be incorrect.
Often times, upon initial contact with a new client and subsequent review of their past marketing activity, we find that one of the biggest areas for improvement is through expanded use of targeted advertising platforms while minimizing the role that broad and general platforms play. Using our experience in which platforms work best in reaching various Jewish communities, we are able exclude certain platforms that may be appealing to those unfamiliar with the specific of Jewish marketing while directing our clients to proven and tested platforms that bring about the desired results.
Take for example a recent client, a vendor in the fashion and lifestyle space with considerable resources to spend on advertising and related marketing campaigns. Prior to our contact and subsequent work with this client, they had already expended considerable ad spend to introduce and expand their customer base in specific Jewish communities. The basis of their campaigns were spearheaded from within their own marketing team and relied in large part on common but not very effective platforms. They sought out some of the cliche Jewish “hotspot” platforms as they termed it, and poured all of their originally allocated resources behind that decision. The trouble was that while the platforms they chose certainly had the described name recognition, that is pretty much where the glamour ended.
The platforms they chose did not perform in even a modest form and the spend was for all intents and purposes a wasted one. After learning of this unfortunate decision, we explained to our new client that to the unassuming eye, this mistaken decision was very understandable. At the same time, based on our experiences of which platforms provide effective results for specific goals; the platform they chose would not have even been an afterthought for their campaign in our advisory capacity.
“…an understanding of who your target customer is and what the most effective and efficient way to reach that customer is.”
With that example in mind, the first step to choosing the right platform for your Jewish marketing campaign is through an understanding of who your target customer is and what the most effective and efficient way to reach that customer would be. This can only be properly accomplished through an intimate knowledge of your product or service; combined with a thorough proficiency in the capabilities and dynamics of the various platforms that one can use to reach the desired Jewish audience. By knowing who your customer is, where you can find them, and how to properly reach them in those places, once can make the right choice for which platform(s) to use.
Mistake #2: Wrong Messaging
Of the 5 most common mistakes in Jewish marketing that we are discussing today, this one, choosing the right messaging, is arguably the one that requires the most intricate knowledge of the various Jewish communities. This is primarily because the decision of which messaging you use relies almost entirely on knowing what your Jewish audience will positively react to. The right messaging is not only the toughest to properly formulate but it is also the most difficult to direct with a broad stroke. So much depends on the offer being touted in the campaign and the nature of the platform being used. For example, the messaging for a campaign in video form for a hotel brand targeting young adults should vary substantially from a text display ad offering a cruise for Jewish seniors.
“…not only does it help you reach your target customer more effectively, but it also helps weed out those that do not meet the qualifications.”
Of equal importance when choosing the right messaging is an awareness that not only does it help you reach your target customer more effectively, but it also helps weed out those that do not meet the qualifications of your optimal customer profile. With this dual mindset at the forefront, and a clear picture of the optimal customer profile you are trying to reach, it is time to come up with the messaging that will both strike a chord as well as potentially deter the wrong leads (particularly in a PPC campaign). One of the main methods of pulling your target customers heartstrings through ad messaging is by touting the unique selling points that will speak to your target customer.
While it is understandable as to why many believe that ad messaging is just a glorified play of semantics, that could not be farther from reality. Take for example, a client of ours who was looking to market their brand to take advantage of, and coincide with a specific Jewish holiday. Prior to our successful formation of the campaign messaging, the client had tried a small campaign the previous year also targeting customers around the same Jewish holiday. The client explained that this campaign did not provide for the expected results. When we came to discuss the failed ad messaging and overall copy, we found that the initial campaign made no mention of the holiday and the offer relating to it. This stood out as an obvious error to us. With the campaign we headed, we tweaked the messaging to correlate with offers relating specifically to the relevant Jewish holiday and customized around the desires of Jewish shoppers at that time of the year. The result from this sole change in messaging was substantial and yet again cemented the idea that the difference between on point messaging and the lack of it can really make the difference between a successful and unsuccessful campaign.
Mistake #3: Wrong Audience
You may very well have the best product or service available on the market, but if you are marketing to the wrong Jewish audience, your campaign will be at a severe handicap. The problem here generally lies in not knowing the sometimes slight differences between various cross sections of Jewish communities from around the globe. This is because most people know their product and what it has to offer the market. On the other hand, getting to know the oftentimes overwhelming differences in Jewish audiences is not very practical and certainly isn’t easy. It is because of these very nuanced differences that Jewish audience selection for a specific campaign can be so difficult.
“…most common scenario involves a brand offering a product or service that requires a Jewish audience with higher than average disposable income.”
One of the most common pitfalls we see clients experience in regards to Jewish audience selection revolves around budgetary and related demographics. The most common scenario involves a brand offering a product or service that requires a Jewish audience with higher than average disposable income. Put more simply, the offer is of something that is considered a luxury. Instead of targeting Jewish audiences that are more affluent in nature and really zoning in on this demo, there is an initiation of a campaign with a broad stroke approach. This is a sub-par strategy that at best targets some parts of the target affluent audience but also includes large swaths of a Jewish audience that are simply outside the optimal customer profile. This irrelevant audience is simply wasted ad spend because they cannot afford what is on offer. The remedy for this comes down to what much of successful Jewish marketing is about. Knowledge of the super specific details relating to each Jewish community – such as wealth, buying habits, and the like is the key to successfully choosing the right audience.
To illustrate this point, let us discuss another relevant client. Earlier this year, we were contacted by a regional hospitality provider offering high-end, luxury getaways for Jewish families. Prior to our work with them, they adopted a broad stroke strategy in their targeting of the Jewish market. While they did make a number of great decisions such as touting their kosher food options and other amenities advantageous to the potential Jewish customer, they missed out on one important aspect of successful campaign targeting. They were marketing and spending considerable amounts without accounting for the fact that their getaways were only relevant to a small cross section of their overall Jewish marketing audience. Their optimal Jewish customer was limited to those in the Jewish audience with upper middle class spending capabilities, and that is who they should have been concentrating on. While they were getting results from their campaigns due to having a stellar product, they were wasting a huge amount of spend through a highly inefficient marketing strategy. To fix this waste, we fine-tuned the marketing activity to focus more thoroughly on qualified income brackets and weed out those that could not afford the getaway offering.
Mistake #4: Weak Funnel & Conversion
While diagnosing issues in the sales funnel and related conversions gets very complicated based on the myriad of different potential causal factors and scenario based facts, there are some very common culprits. Two of the main issues in the context of digital marketing lie in the lack of ad offer and website alignment as well as poor website UX. Thankfully, these issues can generally be fixed with a minimal amount of hassle and at the very least re-routed until permanent solutions are put into place.
First, the ad offer must be aligned with what is being offered on the next touch point that the potential customer accesses after interacting with your ad. In the most basic example, a PPC ad on Google must mirror the offer being displayed on the landing page that the user is directed to once they click on the ad. Otherwise, the customer is in the very least left feeling confused and potentially worse.
“…user experience must be front and center when designing your website and/or landing page.”
Second, continuing with the example of digital ads and websites, for the optimal conversion of potential leads, user experience must be front and center when designing your website and/or landing page. If you want your customers to input their contact information, it should be easy for them to do so. They should not have to jump through numerous loops such as having to make multiple clicks to input their info. Moving slightly further into conversion optimization, building trust with potential leads should also be incorporated into your design strategy. Video, testimonials, infographics, and the like are proven ways to substantially build both trust and user interaction.
Mistake #5: Lack Of Performance Tracking & Testing
Lastly, but of vital importance nevertheless, is the need for performance tracking, testing, and optimization of your Jewish marketing campaigns on a continuous basis. The only effective way to ensure that your campaigns are running as efficient as possible is through continuous fine-tuning of your marketing activity. Testing different ad formats, Jewish demographic targeting, as well as a host of other marketing variables will lead to finding the right combination of what works best for reaching your marketing goals.
We hope you found this discussion on the “5 Most Common Jewish Marketing Mistakes” and ways to remedy them helpful. We look forward to being able to help you take advantage of marketing opportunities present in the various Jewish communities across the globe.