Buyer Personas / Target Market
Before starting any campaign you need to understand your core target market. This is not something you guess. We can use research to uncover your best customers.
You know your buyer from a demographic perspective, and we'll help you understand their requirements for making a buying decision. How do they get educated, where do they go, and what kind of information do they consume? This information lays the foundation for effective content development and nurturing. This sort of buyer profiling is critical to shaping an effective marketing strategy. Ask yourself this question: Is your website talking about you or to your key buyers? We have a process that identifies how to understand your buyers so you can then make better marketing decisions with every marketing strategy.
Segmentation is the first step to evolving your communication from 'one-to-many,' which treats all your buyers the same, to a 'one-to-one,' that enables you to tailor your message to address specific issues of each buyer. Technical buyers vs. business buyers or decision makers vs. influencers, each segment needs different messaging and collateral. Your marketing database is probably full of relevant prospects, but they might be fatigued from irrelevant content, segmentation is the first step to optimizing the performance of your current database by adding value through the right content at the right time.
Content consumption patterns
Great content is a cornerstone to effective demand generation. However, great content that is presented at the wrong time does nothing to support the buying process. By identifying how and where buyers consume content, you can design content strategies and nurture models that track their process and help move them along. Understanding your buyer's preferred method of engagement at each stage (from social media to videos or email) allows you to construct a comprehensive model that will maximize the effectiveness of your inbound and outbound programs.
Buyer engagement models
The entire buyer engagement process, from the first visit to active participation in a nurturing cycle, is made up of different stages. Understanding your buyer's preferred method of engagement at each stage (from social media to videos or email) allows you to construct a comprehensive model that will maximize the effectiveness of your inbound and outbound programs.