Start with Personas
The earliest IBM PC advertisements demonstrated a keen understanding of their target market. They pictured professional-looking men and women using IBM PCs, and the ads were content-heavy with informative, educational copy that appealed to its target personas. The company advertised in publications such as the New York Times and Newsweek, and sold its revolutionary systems alongside home appliances through Sears. IBM knew that its new technology was something never seen before in the retail market and used pointed market data to educate its consumer base through all the right channels. The response was overwhelming, and the company ushered in the PC generation.
Today, things are more complicated. Technology and content are everywhere, causing companies to up the ante of their marketing efforts. In order to build a marketing strategy for the digital age, it’s critical to understand exactly who is interested in your product and why. Then you have to go one step further and express the unique value your solution provides that differentiates you to that specific group.
By clearly defining the buyer and user personas for your product — and laser-focusing your marketing efforts so that your message reaches people who are already looking for a solution like yours — you will be setting yourself up to uncover higher quality leads, and ultimately an accelerated sales process.
Warm Up Your Audience
Modern buyers are a self-educating society. Websites, landing pages, emails and social posts should offer visitors and prospects content that allows them to educate themselves. Content that answers their questions starts the conversation that can ultimately convert them from prospect to customer.
When creating content and communications, keep your personas in mind. Anticipate their needs and make sure you’re clearly illustrating the value propositions that make your product a unique fit for them. If you warm them up by providing the information they need in a way that lets them consume it at their own pace, you’ll have a better chance at setting up a sales meeting.