Hi, I’m Arnie Kuenn, founder and CEO of Vertical Measures.
At this point, you’re probably wondering what makes us different than all the other digital marketing agencies out there today. At Vertical Measures, we help our clients build their own audience, and then leverage that audience for real growth.
So, what do we mean when we say, “Build Your Own Audience?”
An audience can be defined as anyone who has engaged with your organization in almost any fashion. But, not all audiences are equal. We have divided them into three tiers:
It usually starts with Tier 3. This is when someone visits your website, and you pixel or cookie them to allow for ad retargeting.
We consider Tier 2 as a non-owned audience such as YouTube subscribers, podcast subscribers, or social media followers. These people are engaged with you, but a third-party actually owns their information. If Twitter disappears tomorrow, so does that audience.
The most valuable audience for you is Tier 1. These are people who’ve provided their personal information to you, such as name, email, job title, and so on.
They’re expressing some level of interest in your organization. For example, this could be blog subscribers, contact forms, LinkedIn connections, and, of course, your existing customers.
This boils down to: Do you want to own or rent your audience?
Tier 3, Tier 2 and basically all forms of advertising, generally means you’re renting your audience – until you convert them to Tier 1, which means you now own them.
Owning your audience means you can reach them at the time and place of your choosing, and it can become one of your company’s biggest assets.
A very simple example would be:
If it costs $50 to gain a brand-new contact for you – and you have a total of 180,000 contacts in your data base – some would say you have an asset valued at $9.0 million. Or consider Dollar Shave Club that recently sold for more than $1 Billion dollars. It’s not that their razors were so great, it’s because the had built a huge, online audience.
This asset is valuable, but how can you leverage it to really grow your revenue?
Well, you can leverage your owned audience in two ways:
First, and most obvious, you can use it to sell your products or services. This would be through something as simple as a monthly newsletter, or something much more complex, like a lead nurture system including audience segmentation and targeting.
Or second, if you build a targeted audience, you can actually sell advertisements or sponsorships inside those newsletters, emails or other outreach.
The more you grow your own audience, your own contact list, the more valuable the asset becomes.
For a no pressure consultation, and to learn how Vertical Measures can help you build YOUR own audience and grow both your revenues and the value of your organization, please call us or fill out the form below. We look forward to chatting with you.