Successful strategy is all about the right focus. The most successful businesses out there understand that they can’t please everyone—and they don’t try to. Instead, they develop a highly targeted business marketing strategy that hones in on the people who are most likely to derive value from the products and services they offer. In other words, they figure out who their customers are and develop marketing content that is specifically tailored to their unique wants, needs, and preferences. Wondering how you can identify your customers and target your audience? We’re here to break it down for you in this step-by-step guide.
How to Identify Your Customers
The first step to developing a successful business marketing strategy is identifying your customers. The key here is to establish a niche. First and foremost, you need to ask yourself, “Who do I want to do business with?” Figure out whom exactly, you are trying to target. To do this, you will need to evaluate your current customer base. See what customers bring in the most business and then analyze them for common characteristics, needs, interests, etc. For example, if you are running a high-end restaurant and find that the customers who come into the restaurant most frequently and spend the most money on food and drink are 30- to 45-year-olds with an annual income over $60,000, that is the segment you should focus on marketing to.
How to Target Your Audience and Improve Lead Generation
Now that you understand who your customers are, you need to focus on targeting your audience and developing a lead-generation strategy in order to generate business. A lead is basically a potential customer who has somehow come into contact with your brand—whether via your Facebook page or as a result of mobile ad—and may make a purchase from you. How can you target your audience and generate leads? Let’s take a look.
Create buyer personas. Now that you know who your consumers are, you can focus on better understanding them. Buyer personas can help you gain insight into your target audience, allowing you to identify what kind of content will resonate with them. When creating your buyer personas, you want to specifically consider their pain points, or the problems you can help your target customer solve.
Create compelling content to generate leads. Compelling content is the absolute key to lead generation. Now that you understand your target audience, you need to invest resources, time, and dollars into social media marketing and content marketing, producing content that is high quality, trustworthy, well written, and relevant to your target audience. Many people make the assumption that generating traffic should be the ultimate goal of an Internet business marketing strategy. But that’s an oversimplification. When evaluating your content, consider how people are engaging with what you are producing. That means taking a look at metrics like number of comments, number of shares, time on site, and number of pages visited. The higher your engagement rates, the better.
Gate high-value content to capture lead information. Now that you’ve got leads, you need to convert those leads. The more information you have about your leads, the easier it will be to maintain contact with them and convert them. In order to capture lead information, it can be advantageous to gate content. That means that in order for a potential buyer to access your content, they need to fork over some information, such as their email address. However, never gate all of your content—just the content that is of the highest value. You also want to make sure that you only ever require a customer to fill out one form per session, as customers who need to spend too much time giving out their information will get frustrated.
In conclusion, a successful business marketing strategy can help you properly target your customers and improve lead generation, dramatically improving the ROI of your marketing initiatives and helping you to boost revenue. The secret is smart strategy.