Identify, Attract and Engage Your Ideal Customer
Did they find you? Were they attracted to your content? Did they find your offering compelling (enough)? Did you have an irresistible offer?
Or, did they look at your content and then move on? Perhaps they were looking for information to help with a need? Did you miss an opportunity to help them now, to gain their trust later?
The digital marketing landscape is littered with company websites that promote the company instead of addressing the needs of their ideal customers. Does this sound like your organization?
What did you do last time you or your company had a need? There’s a good chance your tried to find answers online, but were you looking for promotional content to persuade you to make a purchase, or were you looking for information, to educate yourself to address your need?
Whenever someone has a notion of a need one of the first things they do is go online to understand their need better and look for ways to satisfy it. This first step of going online is the beginning of what is known as the Buyer’s Journey.
If you join customers as a mentor or helper on this journey and engage them with useful content, then you are more likely to attract interest in your company and its offerings.
Would you like to know more about the how to join ideal customers on their buyer’s journey? Read our Digital Marketing Essentials article.
Understanding analyst ratings, scores, or placements Analyst ratings, scores or placements are useful, but misinterpreted or over emphasized can lead buyers to very bad decisions. For example, the analyst has an ideal customer, that customer is typically the largest enterprises with the most complex needs and largest budgets (have to be able to afford the …
“67 percent of the buyer’s journey is now done digitally. Let’s add to that: Our research shows that online searches are executives’ first course of action (just like everyone else).” This quote from SiriusDecisions—a leading global B2B research and advisory firm—is telling. It supports the idea that the information required to make informed purchases has …
It’s tempting to think that chasing after everyone who could possibly use your product or service gives you the greatest chance of success; however, isn’t it worth considering that there are some customer profiles more ideally suited to your business and offerings than others. These would be your “ideal customers.” An ideal customer could be described …
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