Developing customer profiles will help you to understand your target audience better. It’s also one of the big trends of 2016. A laser targeted B2B customer profile will help you to create leads not inquiries. So many companies don’t develop these profiles at all, and those that do are not being efficient as they could.
You are going to learn about some of the unique ways you can develop B2B customer profiles for accurate marketing.
Begin By Knowing Your Target Audience
You have to know your target audience. Remember that 40% of people don’t trust ads, so it’s not as easy as throwing up an advertisement. This is the research you should have done when starting your company. It requires an intimate knowledge of your products and services. You have to know who they are for and what problems they are likely to solve.
So how do you begin by knowing your target audience?
Start broad and begin narrowing things down. You can start from basic information, such as age and gender, before drilling down into things like interests. When it comes to the B2B arena, you should also take into account things like industry niche. By gathering intelligence in this way, you will know exactly who you are marketing to.
Create Descriptions of Your Perfect Buyer
You should create descriptions of your ideal buyer groups. Your customer personas will dictate how you market your company and how you interact with potential leads. At this stage, you are not including precise demographic information or personal information.
Your broad descriptions will act as the beginning of your various perfect buyer personas. These will give you a basic idea of the types of people you are marketing to.
Here’s an example of a perfect buyer:
Customer X – X is the founder of a small business. He found your services and decided to use them out of curiosity. He cares the most about affordability and the ability to scale. He also loves personalized support, so he values your customer support department.
As you can see, Customer X has no personal information, other than he runs a small business. Crucially, it details the main things he looks for from B2B firms.
Building Out Your Profiles
Now you need to think about how you are going to flesh out your customer personas. Detailed insights will give you more information about what is going to appeal to each potential lead. You can also further segment your buyer groups.
Remember that the B2B world is about solving problems. If you are unable to solve a problem, you are not going to pick up the leads you need. Through grasping user goals, you can solve their problems.
So what are the questions you need to answer in order to come up with a user’s goals?
- What language would customers use to describe their main problem?
- What’s the biggest barrier preventing them from trying out your product or service?
- What’s the best way to connect with this business/person?
You’ll be amazed at what the answers to these questions can do. You’ll be able to produce content that appeals directly to each buyer persona. The key to making a connection with a customer is to speak their language and identify with them.
Where Customers Will Find You
When building a customer profile, a lot of B2B companies forget to mention how a customer is going to find them. This is a crucial piece of information because it informs you about their habits and behaviors. You need to answer questions like what sort of blogs your target reads, the search terms they use, and what content appeals to them?
Some of your customers will use social media and others are going to want to find you via Google. Where your customers find you and what they want will influence the type of content you produce and how you will fulfill their needs.
Conclusion – Update Your Profiles
Finally, you must update your profiles regularly. Your buyer personas are going to change all the time. You can't tell what trends are going to change and how customer needs are going to evolve.
How will you make sure that you create the perfect buyer persona today?