Successful inbound marketing strategy requires a laser-like focus on the customer. You must fully understand your customers’ pains and needs in order to know how to provide solutions for them.
At Square 2 Marketing, we encourage our clients to think about what traditional marketers would have called their “target demos” as real, live, flesh-and-blood people. We call them “buyer personas.” By turning something abstract like a target market into something tangible like a real person, we have found that it’s much easier to create content that appeals to these targets.
For instance, if a client’s customers tend to be mid-level accountants at large law firms, we ask the client a series of follow-up questions about those typical customers. Are they usually male or female? What is their typical age range? What is their education level? What are their job titles?
We then take the answers to those questions and create a buyer persona for that target, including a name and detailed demographic information. We craft our entire inbound marketing strategy around that persona and his or her pains. We ensure every web page, content offer and blog post that we develop for our clients focuses on this persona.
But, what happens when a business has multiple targets? The key is to have a plan.
Geoffrey A. Moore, author of Crossing the Chasm, looks at target markets like bowling pins. Identifying the lead pin is critical to knocking down the others.
Here’s an example. If we sell medical transcription services to small physician practices, identifying the lead pin is easy. But the secondary pin might be small hospitals and the third pin might be larger physician practices. It’s important to have the stories, services, testimonials and content to make the second and third target markets feel comfortable that what we have done in the first target market is transferable. In this case, we likely have a match.
Here’s a more challenging example. If our company sold software to large manufacturing firms, moving to professional services as our second target market could prove challenging. However, coming out with a web-based offering for smaller manufacturing firms would make more sense.
Start Today Tip – Remember, inbound marketing is not about you, it’s about the customer. Rather than focus on your products and services, focus on your customers’ pains, and then think about how your business helps solve those pains. This approach draws prospects in and keeps them engaged, making it much easier to turn prospects into leads and leads into sales.