Key Issues

• Website content doesn’t resonate with prospect needs
• Haven’t done an analysis of your buyer personas
• Unclear on factors that encourage prospects to find you and engage with you
• Not sure how prospects use blogs and social media to eventually become leads

Our target audience assessment is the process of uncovering the key attributes of your most valuable clients and customers and creating buyer personas to help target your marketing efforts on prospects most likely to engage.

Buyer personas can:

• Simplify the process of targeting and reaching the right audience at the right time.
• Help bridge the gap between buying behavior and successful sales opportunities
• Align sales and marketing objectives and activities.

Why Do You Have a Website?

To attract prospects who use the Internet to find their business solutions, and hope they get to your solution? Sure, but who are these people?  Are you confident you know who your specific target audiences are?  The answer is not as simple as you think.

Knowing the needs and motivations of your target audience is mission-critical for effective sales growth.  Think about what needs you fulfill. Many times businesses explain those needs in their terms, but not their customers’ terms. The more you listen to your customers, the more you can increase the likelihood that your website will generate sales.

Our next assessment is to take a deep dive into your audience attributes. 

Think about how crucial this step is.  Your target audience dictates your message approach, bar none.  It will give us clues on what to say, how to say it, when to say it, where to say it, and why to say it.

Your target audience is unique, as well as your value proposition.

Our goal is to meld the two, so that your value communicates properly to your target audience’s needs.  When a clear value is presented to address your prospects’ needs, those prospects engage, and are more likely to become leads and sales.

The assessment will provide a number of audience attributes so that we can formally understand the reasons they buy, and why they would buy from you.

• Why is a buyer engaging with you? What do they need?
• What key products/services are you focusing on?
• What are their titles, industries, and key duties?
• What kind of buyer types engage with you (economic, technical, executive)
• What are your prospects’ concerns and frustrations?
• Are your prospects’ influencers or final decision-makers?  How many stakeholders are involved with the decision?
• What are their drivers to purchase? (Cost, service, technology, efficiency, etc)
• How are long are your buyer’s buying cycles?
• What are their media habits? How do they research your solutions?
• What are their preferred communications channels?
• What messages appeal to them? Format? Tone?

It’s important to know that we’ll need to assess multiple audience types if you have multiple target audiences.  Each audience has its own persona, and its own content needs.  Roles vary, level of influence vary, so understanding each segment is crucial for lead generation, because lead generation is optimized when we can match relevant content to those specific target audience segments most likely to engage.

Key Content Statement

Only by understanding the issues, pain points, and motivating factors of each buyer type can we properly generate relevant content to each segment, and that means more leads.

Affect on Sales Department

If you know specifically who your buyers are, and what makes them consider your solution, your time spent with prospects will be more efficient and you can engage with them with more relevant conversation.

Summary of Approach

We’ll do a complete assessment of your target audience based on your knowledge, email database, and sales history.  However, if there’s some hesitation on understanding your audience’s reason to buy, then we need to consider market research.

Next Stop: Market Research