Many B2B online marketing campaigns can follow inbound marketing principles, whereby the potential client is attracted, rather than coerced, into becoming a customer. An effective way to do this is via content marketing which has become a bit of a buzzword in recent years in the digital marketing space. The theory is that by creating content which your ideal client is interested in, they will gain trust in you as a brand and are more likely to become customers further down the line. It’s a strategy that works very well according to this Hubspot report.
However, in order for this strategy to work, we have to first understand the intended audience. Without this knowledge your content will be ineffective in attracting the right kind of vistors to your website. We need to have a clear idea of what challenges our audience face in their daily lives regarding their work. Where they hang out online and what their job related goals are. But most importantly is why they might be interested in the product or service you are selling – how it might resolve their particular pain points.
A good way of understanding your intended audience better is to create buyer personas – an idea of what your perfect customer is like. Information such as gender, job role, personality, common objections to your product and online hangouts are all good data to have. With this data, persona focussed content can be created which will help attract your prospect into becoming a customer. Persona develpment can be a very time consuming process, but the rewards are more relevant traffic to your site and increased conversions.
