Everyone is not your buyer. Everyone is not capable of saying, “Yes.” If you are out there broadcasting a message without targeting it to someone concretely and specifically, then it is not only ineffective but costly. Your brand will suffer from a lack of focus and connection to your buyer.
Here are some steps to focus your marketing to ensure your message is laser focused:
- List the people that can say, “Yes”. This needs to be identified by job titles. Is it an owner? A marketing manager? A Chief Technology Officer? Keep the list small. It should be no more than 2-5 job titles.
- Build a buyer persona. For each job title, articulate what this person is like and what they care about. Get clear about what is important to them. Is it revenue? Cost cutting?
- Create content with answers. If you truly bring value, then you should have answers. If you are only selling, then you will struggle. Put yourself in the buyers shoes. If it is the VP of Sales he is thinking about how to increase revenue. Create content like “5 Ways To Drive Revenue for B2B Sales Today” which is relevant and works.
- Position, package and distribute. Your sales systems need to be automated and prepared to position you at all times. The packaging and the delivery need to happen at the right time in synchrony with your sales approach.
- Create a nurturing strategy. More than likely, your buyer is not ready. Have a strategy to nurture them with further value until the time is right.
This is an approach which is centered around value. It is how buying is done today. It requires thinking about the other peson and putting yourself in their place. By doing so, you are aligning with what is on their mind and what they care about. That is where the value truly lies.
Having ideas and strategies to help your buyer win creates trust and value.
Who are your buyers and what do they care about?
