Do you know who you are selling to?
Ask any SME owner (small and medium enterprise) who is their target audience and I’m sure the response you get is…
Anyone who uses my product.
While that sounds nice and great, when it comes to creating a targeted sales message, you might have better luck shooting an arrow into the sky and hoping it lands on the bullseye.
Going back to the business buying cycle, you’ll remember that your sales strategy should adjust to your customer depending on which stage they’re at.
In fact, your language and content should be created according to your target audience profile.
Attributes That Calls For Different Content
Consider the different genres you find at the cinema.
There are genres that appeal to a younger audience, action-packed movies that appeal to male audience, genres like chick-flick and so on.
Well the same goes for content marketing and copywriting.
A B2B copywriting service website like ours naturally appeal to business owners and marketers, which makes us our key audience and customers. The content we produce, tools, resources and strategies are designed with these group of people in mind.
Likewise, your business has to adapt to the flow of your customers.
Here are some attributes to consider when you’re creating your target audience profile.
- Job title
- Family status
- Subject expertise
- And so on…
Putting all this information together, we get a collection of demographics and details that makes up our buyer persona.
This becomes a powerful tool to be used within your entire company.
From the admin staff to the sales team.
Creating Your Company’s Buyer Persona
You’ll find many available resources to build your buyer persona.
In fact, this field of research is so important, there is even a buyer persona certification program for marketers.
For the majority of us however, having a simple template to keep us focused is enough.
And while the amount of information you need to collect depends largely on your industry and company, generally there are 4 main information you need.
- Who are they?
- What affects them?
- Why do they need your services or products?
- How can you reach out to them?
Sure there are other information you’ll feel is important to your business but this is a general guideline to help most businesses create their very first persona.
Look through your existing client data files to begin piecing together your own customer profile.
The longer you’ve been in business in your industry, you’ll notice a certain trend among all your customers.
You may have a single persona or 2 different groups or maybe more.
It’s perfectly normal.
But limit the number of personae to target in your business as it could dilute your marketing strategies when you have too many different characters.
Does That Mean I Should Only Sell To My Persona?
Well, yes and no.
In the sense that your marketing efforts should be targeted towards your target audience.
Each buyer persona should have the complete set of marketing tools developed for them. That means everything from your sales letter to your landing page to your email newsletter series and more.
Again we emphasize on focusing on a few persona at the beginning.
Along the way, you’ll encounter certain audience that don’t fall into your customer profile. That doesn’t mean you don’t sell to this group.
Hey if it’s another profitable business for your company, do accept it.
It’s only your marketing strategy that should be specific for your key target audience profile.
Download our target audience sheet to start creating your own buyer persona.