This is the first of six sections and many posts revolving around Lead Generation. Regardless of whether you run a B2B organization or your business is focused on B2C related products and services, you will want to tune into the next several weeks of posts.
As I was outlining this initial segment, I thought of a recent client, a Fresno SEO Company that we assisted in refining their Avatar process (more on that in a bit.) I thought of the massive importance of taking just a little bit of time to refine exactly who your target market is, and who that “perfect client” would be. Do you know? Let’s dive in!
This first section is designed as a granular-level blueprint that takes you through step-by-step on how to actually perform the processes aimed at bringing in extremely targeted prospects.
Some things will be very technical, some very strategic, but all will be focused on achieving our end goal:
Keep our pipeline full of profitable prospects that are in the market to buy our products and services.
No matter how you want to approach each strategy; if you want to know the “down and dirty”methods to getting good information, we will show you how. If you are more analytical, have the data to crunch, and want to dig into your data for even greater insight, we will show you how. No matter what your level of understanding in each strategy, we will help you dig as deep as you want to go.
There is a good chance we will cover aspects that your company already employs on a regular basis. There is also a very good chance you will be exposed to new concepts and strategies that could ultimately take you from a current business productivity plateau to that next level you’ve wanted to achieve.
In this first segment, we will be creating a solid foundation of understanding that we will continue to build on throughout this lead generation series. We start out focusing on our customers as a valuable insight into which prospects to target that will have the highest profit potential.
Because that is what we are really here to do: Sell our products and services to the people who we can build a mutually beneficial and profitable relationship with over time.
What you’ll very quickly discover is that there is a better, more quantifiable way to ensure your marketing efforts are targeting the highest potentially profitable prospects.
So, let’s get going. We have a lot of ground to cover on route to discovering who our target market is and how we are going to both learn about and define them.
This first segment creates the foundation of:
- Understanding our data;
- Learning exactly which target prospects will be profitable for us long term.
We’ll be doing some digging into our current client database, talking to some of them, finding out about them, ourselves, our competition, our prospects, and our market.
This stage is very important, so we urge you to go through the steps with us, one by one. It will be a revealing series of analyses, but will ultimately give us a very robust understanding of our market.
It’s important to note here that every strategy after this will build upon the tremendous insight we will gain in this segment.
Market Research | Fresno SEO ExpertFresno SEO Company
Who Is This Segment For?
This first analysis is for every type of business out there: B2B and B2C companies regardless of the markets you are in (or think you should be in). This segment is for those companies with years of client purchases and those without any clients at all. Those with a CRM full of historic data and those that have little to no data.
Regardless of your business, if you currently sell or want to sell your product, then this segment is for you.
If you don’t currently have any customer purchase data to analyze, you need to begin gathering it today! You will quickly see how vital it is to capture as much information as you can about every move your prospects and customers make. In addition, you can do some searching online, or quiz your competitors to get some of the data you’ll need for this segment. Be creative!
When You Should Be Doing This
We believe there are certain times that you should analyze or re-analyze your target segments.
Even if you feel you know your current segments exceedingly well, people evolve and change and you may be able to target your marketing efforts more accurately in order to have a greater impact on your bottom line. These are some of the situations when you should evaluate your target segments:
- You’re moving into a new market;
- You’re introducing a new product;
- Your market is naturally dynamic and periodic analysis is necessary to stay on track;
- A drastic economic change has occurred;
- Sales and/or current customer satisfaction has dropped rapidly;
- Customers are increasingly defecting to your competitors;
- It’s been a while since you’ve done any thorough market research;
- You’ve been making decisions based on your own opinions and assumptions;
What We Will Be Doing
We’re going to be gathering as much data as we can and doing some number crunching along the way. We’ll be going through real quantifiable exercises that will produce immediately actionable results.
You might feel you already know everything about your target market, and about what your current customers and prospects feel and think. However, we’ll be going beyond what they feel and think; in fact, we’re going to step into their shoes and gain insight into the needs and emotional drivers that guide their decision-making processes. Then we’ll be able to combine our customer profile data to come up with a very specific target segment that should yield extremely solid results.
At the end of working through this 6-week segment, you will have a solid grasp of which types of customers will bring you the highest profits during their tenure with your company.
These are the things that ultimately break through the barriers and take your company to that next level.
Why We Will Be Doing This
Yes, we are all here to serve our customers the best we can. The more successful we can be in solving their needs; the more successful we’ll be as a company.
Fortunately, when we focus on bringing in profitable clients, the mutually beneficial relationships that follow are traditionally the most profitable ones.
By pinpointing our most profitable prospects, we will be able to:
- Focus both our energies and resources more effectively;
- Speak with amazing accuracy to our targets’ needs. We’ll know exactly what we want to say and to whom;
- We’ll have a better relationship with our prospects and customers, since part of our energies will focus on communicating directly with them on the exact issues they are facing;
- We’ll be able to stand head and shoulders apart from our competitors;
- We will have a solid strategy, which we will constantly confirm by the results we achieve, and will be proactive rather than reactive.
How We Will Do This
First we will analyze our current assets – our company, our competition (oh yes, they’re an asset), and our current clients.
We’ll find out who our best customers are for our bottom line and find out directly from them what issues they faced/are facing and what drives them to make their decisions. Since these are the type of clients we want to nurture, these are also the type of prospects we want to target.
We will confirm or deny our findings through a set of surveys we’ll send into the market.
Then we’ll create a marketing avatar of our best clients and which needs and drivers motivate their decisions.
Where We’ll Go From There
We will then take this data into segment 2, where we will be planning and preparing powerful marketing messages in order to bring in a flood of leads to your company.
Ok, next time we will tackle the next segment in this Lead Generation Series, “Understanding Our Environment.”
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