In this Growth Engine episode, I want to talk to you about the importance of connectivity and leveraging marketing.
I want to get your attention focused on what I call leveraging different services and getting the connectivity.
So in the community, we'll be doing lots of articles on;
Social Media and all different tactical and execution sort of strategies.
But in this article, I really wanted to get across how high growth businesses, from what I see, leverage the connectivity of marketing.
Like every river there is a source, there is a stream or a trickle of water that comes out.
That source is really the persona you identify.
Now if you're not too familiar about personas, sometimes it's called an avatar, you may have heard people talking about your most suitable customer, profitable customer, the perfect fit customer, the ideal customer, that's what we're talking about.
So, the persona is where it starts. No excuses, no shortcutting, if you haven't got that dialled in go back and get started there.
Most companies have got a demand to generate some form of leads, whether that's online, offline, a combination, whether it's e-commerce, face-to-face.
Without new customers coming in through the door businesses are going to die.
Some businesses are fortunate enough to be awarded high-value contracts and long term guarantees where maybe new business generation is not as important right out of the gate.
Maybe they spend a lot longer building tenders and contracts and then fulfil them.
A motorway construction company could be that example.
A drug company, an active pharmaceutical [API] company maybe that they invent a new drug that can take up to 15 years to get approved.
Things like that.
But for most of us, we've got a demand to create clients, convert them into paying customers.
If you think about it, most businesses are upside down with that, they think hey I'm new in business or I'm new in this business or I'm new to this market space, I'm going to go out there and tell everybody what I do.
Well, think about it, if you don't understand who your persona is, you don't understand the geographical locations if there is a remit around that, you certainly don't understand the demographics and psychographics of them.
Then how on earth can you physically create a marketing campaign that's going to attract them?
A typical example that I use, whether you're a football fan here in the U.K., you're an NFL fan in the States, a cricket fan in India, whatever your passion of sport is, your national sport if you want to call it that.
For you guys who know me, I'm a big Evertonian, Everton FC fan, based out of Liverpool.
If you were trying to market me Liverpool Football Club merchandise, you're not really going to get my attention, in fact, I'm probably going to be upset and unsubscribe.
For you guys out there in the States if you're a Red Sox fan and people are trying to sell you New York Yankees stuff and same on the 20-20 cricket in the India IPL, if your a Royal Challengers Bangalore fan but getting hit up to buy Chennai Super Kings it doesn't really matter, if you're not going to get a great deal of engagement marketing the right products to the wrong Audiences.
That doesn't just extend to sports teams.
An example brought back into the business world.
If you're a B2C business provider and you're targeting a general message across all your mediums, online, direct, mail, social media, but your audience is they're retired, retirement, we call them the silver surfer.
That's not meant to be disrespectful, it's just that sort of older generation in with new tech, that's what that means just in case I get any complaints, it's not meant to be.
But if you're targeting that older generation and you're doing a lot of technology and jargon and stuff, they're not going to connect.
By the same reverse of that, if you're target audience is teens the to early 20s or married couples who are looking to buy their first house or the baby market, and you're talking for the older generation, it's not going to connect.
So, start with persona building.
I'll link this post to that webinar so you can take a check out on that.
If you didn't see it live you can watch it in the replay.
So start with personas.
Then what you can do is you can then start to build campaigns, build your messaging around it, that's going to solve the problems or meet the dreams and aspirations.
That messaging then can go, like I said, on your website, it can go into your social media, it can go into your offline brochure content, it can form part of addressing the sales challenges that your sales team will have, whether that's at the awareness, or consideration, or decision stage.
So, personas are where it's at, this is the first part of the marketing inbound series.
There are webinars around that.
If you've got any questions about how to build your persona, as I say, head over and watch the webinar first or leave us a comment below.
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