Inbound marketing is fast taking root among tech companies. C-level execs are setting up online marketing teams with clear inbound marketing strategies for customer acquisition without expensive ad dollars. Great marketing generates sales if it is targeted to the right customers. These are customers who need your product and have the means to buy it.
How do you identify your buyer personas to target with your inbound marketing campaign or any marketing campaign?
Inbound marketing is crucial for SaaS startups with limited marketing budgets but looking to gain clout and trust in their industries. With the right inbound marketing plan, companies experience lower cost of acquiring customers and generate positive revenues both in the short and long run. Inbound marketing enables businesses to reach their target customers through positive brand awareness, identification and interaction. Here are 5 easy ways to identify your market’s buyer persona among the crowd
1. Identify their problems
Successful SaaS business is about providing solutions to the problems your target market faces. Most people do it the reverse way; create a product and then look for the market.
Without identifying the pains that your market is facing, you will struggle to gain users and generate revenue. Market research is the primary building block of success of any app or SaaS business.
2. Identify their priorities
Your target market may have a problem, but are they ready to pay for a solution to the problem? What makes your solution suitable and what will make it different for buyers satisfied with the status quo?
Understand organizational or personal circumstances that will make your target buyers allocate their capital, budget and time to purchase a solution that will solve the problem they have.
For example, a group of marketing executives from different companies may need a solution on marketing metrics and campaign automation. However, by identifying the priorities, you can tell which marketing executive from the larger crowd is more likely to purchase your solution and why.
3. Identify their objections
Are there concerns that make your buyers think your solution is not the best option? Customers are reluctant to purchase often as a result of direct feedback from peers, past online interaction or negative experiences with similar type of solutions.
Barriers are often personal or business obstacles that prevent your market from investing in change. Find a way to counter the perceived barrier to adoption of your solution.
4. Identify their information channels
Where does your target market get its information when considering a purchase? What factors make them look for solutions to their problems? Consider the needs, people, tools and resources that are part or pertinent to the buyer and use them to reach out.
The information should help you identify the success factors and offer more insight on the impact of your solution from the buyer perspective. The benefits that your buyer hopes to achieve from your solution forms an important part of their buying decision.
5. Identify their buying process
Also known as the buyer’s journey, this insight reveals the steps buyers take to evaluate their options and select one. The insight helps businesses to target the influential buyer personas that have the most impact on the decision to start and continue evaluating a solution.
To get a better ROI on your marketing investments, you need to know which resources the buyers trust along every step of product evaluation. Does the buyer prefer blog posts, webinars, videos, eBooks, whitepapers or other type of resources?
To correctly identify your target customers and reach them with persuasive messages and content, know the reasons why they are choosing your solution, the perceived barriers to purchase and how your solution will improve their lives.
Do you identify buyer personas before developing your content strategy? Please share your comments.