Ensure That You Are Targeting YOUR Jewish audience –
The first step in any campaign to market your products or services to the Jewish community should be an analytical study of the target Jewish audience. This principle really applies to all marketing campaigns. Knowing who your target customer base is vital. Being that there are many different cross sections of smaller communities within the larger Jewish community, it is important to distinguish which communities are relevant to your offering and which are not. Accomplishing this step requires an in depth knowledge of the Jewish community as a whole, and in specific, their tendencies, culture, and buying habits.
Appropriate Platform Is Key –
Choosing the right advertising platform or avenue is important and can be tricky for two main reasons. The first reason is that each community has certain platforms that cater to different parts of the community. Understanding which platform will reach your target audience most effectively and efficiently will play a huge role in what level of success your campaign reaches. For example, a men’s clothing brand that wants to market their products to an adult male audience would do well to strategically place an ad on a Jewish centered, style and tech blog that has a sizable male readership.
In the same vein, it is important to know when to go with traditional media such as print ads and when to go with digital such as PPC or blog ads. This decision for differentiation of whether to go with a digital or print campaign often comes down to seemingly trivial minutiae. At the same time, the difference in results and ultimately the level of success of a particular campaign can often times vary substantially based on such a decision. Making the right decision in this regard requires a real understanding of both product, audience, and platform. As in the previous example with the men’s clothing brand; in certain situations, with certain variables present, advertising on the blog with a large male readership would have a significantly higher ROI than a PPC campaign.
The second most important reason for choosing the right platform for your marketing campaign targeting the Jewish community relates to the technical effectiveness and performance of said platform. Without an in depth understanding of each platform/avenue and how its ads perform, it is very likely that you will be pouring money down the drain. Take for example, a potential client contacts us and explains that they are seeing almost no traction from an ad that they placed on a Jewish news website. Upon visiting the mentioned website it became very clear why this business was seeing no results from the ad they placed. The website was overloaded with ads, and in addition, loading speeds on the site were dismal; causing ads to only be displayed after extended page loading times. This situation is an example of choosing an advertising platform that is highly flawed and handicapped. Such platforms should be avoided at all cost. The trouble is that often times, the unassuming only learn of these problems after losing a substantial investment in original ad placement.
The Right Message –
Messaging is always important but the importance of messaging is amplified many times when referring to campaign messaging in Jewish marketing campaigns. This is because of all the intricacies and sensitivities that are present in each of the many different Jewish communities. As stated previously, the first step is always understanding who YOUR target Jewish audience is. Once that has been ascertained, the appropriate messaging for that specific audience can be strategized. Optimally, messaging will be based on the product or service being offered as well the target demographic to come up with the right message and tone. Like with other aspects required for a successful Jewish marketing campaign, right versus wrong messaging can be the difference between a very successful campaign or a failed one.
Conversion Optimization –
Optimizing conversions really applies in the same measure across all campaigns whether it be a campaign aimed at the Jewish community or perhaps some other demographic. Even after the “right recipe” of the previous points (Audience, Platform, & Message) has been completed, that can all be a waste if potential customers are not converted into dollars (or whatever action the goal of campaign is). Often times this failure is because the setup of the website or other conversion medium is not optimized for conversion. These failures can take on the form of a poorly designed website that is confusing and/or outdated or replies to inquiries that are unprofessional and off-putting. The point is simple. If you are at the point where you have ascertained your audience, chosen the right platform, and came up with appropriate messaging; you are too close to success to not be optimizing your conversion avenues. Improving conversions will be heavily case specific. In some instances easier ordering of products are what is called for, in other instances such as in service related websites, easier input of customer contact info may be necessary. A combination of design, data, testing, and related tools should be used to ensure that conversion potential is at the maximum possible.
Bringing It All Together –
While there are many aspects to creating and executing a successful marketing campaign aimed at a Jewish audience; getting the audience, platform, message, and conversion optimization right will have a substantial impact on the end result. Getting these four Jewish marketing tips right in a campaign require an intimate knowledge of the Jewish community as well as the platforms that cater to them. In addition to knowledge specific to the Jewish community, general knowledge of design and marketing techniques also plays a large role in the creation of a successful marketing strategy. With the right knowledge and execution of a working strategy you will be more likely to reap the rewards of growth that marketing to the Jewish community brings.
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