Attracting the right kind of prospects to your website

When preparing content and online lead nurture workflow programmes, you need to write as if you are addressing each individual customer.  There is no point writing a generic ‘catch-all’ piece of content – you simply won’t gain anyones interest.  Ensure you write with a specific customer in mind – use their sector’s terminology, direct it at the right level and talk about the challenges you know they’re facing.

Attracting the right kind of prospects to your website

Obviously, it’s impossible to write an individual piece of content for each and every one of the 4,000 or so prospective customers on your company database!  So you need to find a way of grouping customers together with like-minded individuals based on their common motivations, age, demographics, geo-graphics, sector, job title etc.

There is no point writing a generic ‘catch-all’ piece of content – you simply won’t gain anyone’s interest. ”

Here are a few pointers on how to go about deciding different customer profiles:

  • Decide what type of customers you want more of in the future.  It maybe that you have a lot of small businesses, but want to convert larger organisations, reached market saturation within a sector and want to gain new market share in another area or perhaps you want to focus on bigger spenders. Whatever the case, you’ll need to profile these segments to find out who they are.
  • Next, you’ll need to do some research on each of your identified target groups. What are their similarities, what challenges are they facing, what are their motivations and interests?  As well as asking for feedback from sales and account managers, sometimes it’s best to ask directly in a focus group or one-to-one interview.  
  • Decide on your group categories or profiles – but don’t have too many or you won’t be able to produce the level of material required to run a successful content marketing programme.  You may find that two groups have similar attributes – in which case it might be sensible to combine them into a single category.
  • Many marketers call these customer profiles ‘personas’.  To help your copywriters write for a particular persona without veering off-piste, try writing a story for each of your profiles and include pertinent information such as their motivations and goals, their business challenges, seniority and how they find out about new things?  Give each persona a name so your team gets to know them personally – this makes it easier for your creative team to be more inventive when brainstorming new content ideas.

 

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