Your pre-defined target audience should be the clients that will provide you with the long-term growth opportunity you have been looking for. It’s worth spending the time to define them well and recognise that the cost to acquire them should be considered against the lifetime value of the customer.
Being clear on a definition of who your ideal customer is can also help to crystalise business strategy and enable you to create effective marketing collateral and develop your product and services to target a well-defined type of organisation.
B2B selling has changed a lot since the birth of the internet and with the continuous drive of technology. Your ideal buyer has a lot more information at their fingertips and is likely to do a lot more of their own research to compare products and services. Coupled to this, more people are likely to be involved in any final purchase decision, so it’s important that any material seen by your buyer is well-crafted and easy to understand.
You need to think about the product or service you are offering from your customer’s perspective and recognise not all potential buyers will purchase for the same reason. Ask yourself, what problem are you solving for them? What are they likely to be interested in? What is unique about your offering?
Your audience needs to believe that you can do what you say you can do, so testimonials and case studies are always relevant. Think about the common questions your target audience will want to know about when selecting a vendor and include this in collateral with your message to make the journey easier for the buyer. Think also they will be looking out for something that makes you different, what is your unique selling point in the market?