Introduction

In the world of marketing, the way you communicate with your audience can significantly impact your success. Understanding the levels of familiarity and trust your contacts have with your business is crucial. This video will shed light on why you need to segment your contact list and tailor your marketing efforts accordingly.

Segments

Segment 1: Know, Like, Trust

Your audience's level of knowing, liking, and trusting your brand matters immensely.  Think about how you interact differently with your friends, acquaintances, and parents. Similar dynamics apply to marketing.

Segment 2: Your Contact List

Break down your contact list into three primary segments:

    1. Current Students

        Those who already know, like, and trust you.

    2. Past Students

        Individuals who have previously done business with you, many of whom still like and trust your brand.

    3. Leads

        Prospective customers who don't know you, don't like you yet and don't trust you yet.

Segment 3: The Significance

The importance lies in tailoring your marketing approach to each segment. Sending a direct offer to your current students can yield success because they already trust your brand. However, sending the same offer to leads who lack familiarity and trust won't yield the same results.

Conclusion

Understanding the varying degrees of trust and familiarity your audience has with your brand is key to effective marketing. In the upcoming guides, we'll explore how to segment your contact list further and determine which promotions are best suited for each segment. Remember, successful marketing is about connecting with your audience on the right level.