Yesterday we found out how many EXTRA leads we need to get to our sales goals in 2012. Today, we are going to talk about how we get those extra leads. This is a little complicated, so we are going to use a few blog posts to walk you through it.
The first step is actually identifying WHO those leads should be from and who we WANT to be marketing to. In your business, this might actually be different than who you are currently marketing to. Ask yourself that key question. This is important because we have to align our marketing to attract the right people and we have to understand who those people are, in detail!
The better we understand them, the more effective our marketing will be and the more leads we will generate.
We need to actually create a profile for these people, if you have multiple target markets, you might need multiple profiles. Marketing is a person to person effort. B2B, B2C, B2A (associations), it doesn’t matter. People do business with people and marketing is directed at people.
Action Item – Get a piece of paper for each of your target markets. On the top of the paper write the name of the target market. Below the name, start listing the characteristics of the people who make the purchase decisions. Some of those characteristics might include their title, the size of their businesses, the industries they are in, the geographies, their personalities, their likes and dislikes, their ages, their gender, anything that you think will help us customize the messages, stories and marketing to make it as personal as possible.
This might take a little longer and require you to talk with others in your organization, so you have the weekend and Monday to work on it. Next week we take it up a notch and learn a way to make the marketing even more personal and effective.
Square 2 Marketing – Leading the Reality Marketing Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.