The basis of marketing strategy comes down to segmentation, targeting and positioning and as marketers we spend a great deal of time attempting to narrow down the view of our target to ensure we get the right message to the right person at the right time.
In the past I’ve spoken to colleagues in sales about how we, in marketing, can achieve or improve on this process and on a great many occasions I’ve been informed “I wouldn’t bother, that won’t work with my customers” or I’ve been told “my customers are different, they wouldn’t be interested” Now as someone who has spent several years in front line sales, I know this is not true. Customers do not operate in a vacuum, they speak to competitors, they speak to complementary vendors and in most cases they themselves have targets, deadlines, budget issues and would like as much help and support as possible from their vendors.
One way to help is to write content for your prospective buyer, how do you do this? Well put yourself in their shoes and list all of the issues you think they may have. Give them a “persona” and build a profile, a representation of a target customer. Think about some of the following:
- Where they live
- What problems they may face
- Their responsibilities
- Their frustrations
- What pressure are they under
- What are their needs
- What role do they play in the decision making unit (DMU)
- Have they downloaded any prior content
- What technologies would they be using to access content e.g. PC’s, smartphones, tablets etc.
When you’ve answered all of those questions you’ll have a much better idea of the type of content most suited to that “persona”. If you operate in the B2B sector the chances are that the purchasing decisions will be made by a number of people. Personas should be written for each of them. Barbra Gago makes the point rather well in an article “4 questions answered about buyer personas” over at the Content Marketing institute Blog. The persona arguments are just as relevant in the B2C marketplace, the difference may be that the decision making unit consists of various family members.
Have you put together a number of buyer personas? Has it worked. Let me know on 01803 413481.