Unique Audiences Require Unique Marketing Strategies


At Bolton Remote, we provide offshore support for marketing teams with custom needs. In this post, our guest blogger, Francisco Meza, talks about taking different marketing strategies for unique situations.

Image by PublicDomainPictures.
Image by PublicDomainPictures.

Many small companies struggle with organic rankings. When they look for companies to help them, they get companies with 40+ employees answering the call. Most mom and pop shops can’t pay for local services with really high prices. In addition, most small companies don’t know the actual costs of these services.

Whether you are looking to work with someone local, in house, or remote, you should understand your options.

Let’s take a look at a real example:

There’s a large pawn shop San Diego residents have used for many years. It has 13 locations and focuses on the Spanish-speaking market. While they are the largest pawn shop in San Diego, they needed help connecting with prospective new clients. They had an option of choosing to hire an employee, use a local contractor, or use someone in Asia.

One of the things Monte de Piedad (MDP) had to consider before choosing their hiring strategy was their customers: the Hispanic market.

Many Mexicans cross the US border and buy goods in San Diego, Orange County, and Los Angeles. After MDP helps Spanish speakers convert assets into cash, these customers then go buy cars, gifts, or other things not available in Mexico.

MDP is also looking to acquire new customers in both USA and Mexico. People in Tijuana (the city on the Mexican side of the border), for example, can bring in jewelry and pawn it for cash. Gold is gold and the dollar is much stronger than the Mexican Peso. This means, marketing online to people in Spanish can lead to more sales.

These transactions made their business very unique from many other companies, and also created a unique hiring requirement: MDP needed someone who could understand its customers' language and culture.

Hiring an in-house full time experienced marketer would have cost around $85K - $120K. This was out of the question. And in this unique case, outsourcing to India and other similar places was going to be very difficult since their focus is on the Spanish speaking audience. So, MDP looked for a company that had a team in place ready and able to carry out all the tasks.

Although their company doesn’t have to heavily rely on Google like many other companies do, they still needed a strong online marketing strategy. When looking for a company, they searched for teams with these roles:

  • Content Writers
  • Translators
  • Web Development
  • SEO (local and organic)
  • Link Building

This is exactly what they got!

The only marketing position they kept in-house is social media. Their social media professional will need to take pictures of customers at all 13 locations as well as do surveys in person. These things cannot be done remotely.

By going with a small yet strong company that already had a team in place for other tasks that don’t require physical presence, marketing became cost-effective. Moreover, MDP did not have to train anyone.

Finding the right people is crucial to ensure growth and success for your company. Like MDP, careful thought should be placed on who your target audience is, and if you have specific, unique requirements that need to be accommodated. Once you know what these are, your options will be clearer, and you're one step closer to having a complete, fully functional marketing team – without getting an all-local band of specialists.

Marketing should never have a one-size-fits-all application. Only work with marketers who know how to customize strategies according to your unique needs. Remote staffing opens your talent pool to find the right marketers, wherever they may be. Visit our website at www.BoltonRemote.com and build your remote marketing dream team today.

Francisco MezaFrancisco has lots of experience working with teams overseas. He utilizes a team of outsourced marketers, content writers, programmers, and more. He wants to share with the world how to reduce costs while bringing in more business. Also, he wants to teach people about the advantages of using an outsourcing agency so your company gets faster ROI. He has been marketing online since 2006 and has clients in a variety of areas like auto shipping, ecommerce, law firms, local restaurants, etc.

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Bolton Remote

Bolton Remote helps businesses grow with dedicated remote teams. To find out more about remote staffing, visit BoltonRemote.com.
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About Bolton Remote

Bolton Remote helps businesses grow with dedicated remote teams. To find out more about remote staffing, visit BoltonRemote.com.