Once you understand the importance of incorporating your buyer’s perspective into your marketing strategy, it’s time to find the information that will help you build. Here are some ways you can create or update your buyer’s perspective and incorporate them into your strategies.
Do some research. Where are your buyers going to find information? What content formats do you like and why? What are your most pressing questions when you start your journey? These are important answers that you need to know when building your buyer’s perspective. Go to reputable resources like Sirius decisions and Demand Gen Report to get started and review the research they’ve compiled on buyers ’insights and content preferences.
Conduct surveys and interviews. Research provides you with an excellent foundation, but surveys and interviews provide important details. Ask your customers how they want to get information, what messages they’re addressing, what content formats they like at different points in their journey, and what other questions will help them create a broader perspective.
It is important to note that you have to conduct both surveys and interviews and not just choose one. If you only conduct surveys, you will not get context with answers and it is difficult to identify potential widespread patterns. And if you only do interviews, you run the risk of distorting samples.
Bring in product and sales. Your product team knows your offers inside out and your sales team talks to your customers every day. They are already working together to build buyer personalities. Therefore, it makes sense to continue working with them to create a comprehensive buyer perspective. Having the input and knowledge of everyone in one place is critical to consistency in how you reach and speak to buyers in all functions of your business. This ensures that buyers see content with Unified Messaging.
Plan it out. This is a critical part of the process. Using all of the information gathered, create a map that includes every step of the buyer’s journey and the buyer’s perspective at each step. This can be a physical card or a digital card. However, make sure that you and your colleagues can easily access it. The card should contain things that buyers want to address at every step, including:
- Your questions and concerns
- Your goals
- The content they would rather consume
- The messages that resonate with them
It’s more important than ever to incorporate your buyer’s perspective into your marketing strategy. If your strategy includes this important information, marketers can successfully create an accurate, informed content strategy that includes their buyers ’preferred content, activities, and interactions – and make you more successful in closing sales.
Be sure to sign up for our upcoming webinar in Demand Gen Report’s Buyer Insights & Intelligence series Friday, July 24, at 3 p.m. ET:: New trends in buyer activation content: top formats and tactics that drive conversions and build trust.
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