Marketing is as simple or as difficult as you make it.
To simplify your marketing, the first thing is to know who your ideal customers are.
Sounds simple enough, right?
That step can actually be difficult for some people. It's difficult to hone in on who that person is because there may be multiple ideal customers.
And that's OK. The point of this is to start with ONE. If you have more than ONE, create TWO and take it from there.
This step in your marketing IS important because it simplifies your marketing process. The time and money you invest marketing your brand is now focused on the right people for your business.
Once you know who those people are, you find out where they spend time. Is it on a social media platform like LinkedIn, Facebook or YouTube? Are they attending webinar or events? Do you read particular magazines (print or online?) or follow particular influencers or people in their industry? Do they subscribe to emails or listen to podcasts?
List 10 companies, and the person you'd connect with first, that you'd like to have as a customer. Then research that person and list 2 places they spend time.
What are the similarities or trends across the board - is there one or two?
If you've gotten this far and completed the research, you are already ahead of most B2B companies.
Your marketing depends on your audience. You now have your audience identified and know where they spend time. The hardest part is already done.
Now, it's time to create content that will attract them to you so they can get to know, like and trust you to eventually buy from you.
How do you do that? I review 6 steps on how to create content for the customer journey here. I include content samples for each step as well as B2B example for the whole journey.
If you have one persona already created, I'd love to hear what the name of your persona is. My main persona is called Savvy Sara.
Vicki O'Neill is a fractional CMO in Ohio. The problem she solves for small business owners is visibility resulting from lack of engagement with the target customer causing the business to plateau. She founded KenKay Marketing in 2011 and started her marketing and sales educational podcast, Connect the Dots, in 2018. She launched a second podcast, The Power of 3X, in 2019 with her Gen Z daughters. Vicki is on most social media (see footer icons) but you'll find her most active on LinkedIn. Connect wherever you spend the most time!
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