27 Jul Know Your Audience
Before tapping your fingers on your computer keyboard to write a marketing piece you must know your audience…particularly if you are selling to a business.
While many sellers have a wide buyer audience (read everyone) for their products or services, Business to Business marketing materials are usually narrowly aimed at a particular group of commercial purchasers.
Extensive research is necessary at the outset and initial questions must be answered before any sales or product information material is put in front of a prospect’s eyes.
Business buyers usually purchase without much emotion.
What kind of questions and research are required to start?
Thanks for asking.
Steps to take:
- Interview owner, founder or boss to learn the major thrust of the business
- Review competitor products and services to find differences
- Interview client’s staff to learn about services or product features (facts)
- Interview customers to learn their reactions toward product or service
- Review all previous company written material on product or service
- Review product or service testimonials
- Review all company websites, internet marketing materials, print ads and banners
- Research the specific target audience
- Take surveys of audience
- Find online forums
- Read all forms of media…print and digital
- If the product or service is sold to end use consumers, emotional words may be necessary to trigger a call to action by the buyer
- If the product or service is to be sold to a business buyer, technical details, service life, and economies of scale buying will rule the day.
- Research the best keywords for product, service or industry
- Subscribe to industry newsletters
- Online search for blogs and groups
A profile (Buyer Persona) of the potential buyer (audience) perhaps will be created to show the analytics or picture of the targeted purchaser. Facts to be learned about the typical buyer must be recorded such as:
- Political interests
- Business title
- Income range
- Marital status
- Personality traits, needs or passions
- Problems and frustrations
- Geographic residency
- City, rural or country
- Are they technical?
- What impresses them?
- How do they communicate?
- What groups, clubs or associations?
- What do they dislike?
- What SEO contacts if any?
- Who is the ideal customer?
- Do they use slang?
- Are they members of chat groups or forums?
Bart Rice, Copywriter 720-336-8344