Defining the ideal Target-Client in Lead Generation strategies
Posted: Tue Dec 03, 2024 8:32 am
Defining the ideal Target-Client in Lead Generation strategies
We like to call them customer personas because they are actually fictional characters based on real studies of what our potential customers are like.
Why is this important? Well, in real life it is very important to speak to people in a way that they understand us, using the correct language for each moment and having a certain degree of empathy, observing or listening to our interlocutor and sending and receiving messages that are understandable by both parties, is the basis of communication.
Marketing campaigns are part of the message we transmit to our ivory coast phone number list interlocutors so that they get to know us, so that they can relate us with solutions to their needs, to engage in fruitful commercial conversations in the short, medium or long term. Therefore, we must ensure that the message is understandable by them, that it reaches them in the right tone, in the effective medium, at the right time and that it is also addressed to the right person. It is difficult to achieve all these premises but the only way to approach all of them with guarantees of success is to be very clear about what our potential client is like, what they need, how they look for us, when they look for us, what their concerns are, their objectives, etc. These are the reasons why we must define our client personas :
It helps us visualize customers.
They are the actors through which we will develop our marketing campaigns.
It helps us align sales and marketing departments.
Makes any campaign more effective.
The goal is to increase the probability of obtaining profitable and qualified clients according to our line of business. How do we do it?
First of all, we need to study our client list. Classifying them will help us find common aspects. A classification that can help us is the following:
Types of clients in B2B
Active Customers: those who have purchased goods or services in the last year.
Inactive Customers: those who purchased goods or services outside a given time frame. Important as a source of potential income. Studying them can help maintain or increase the number of active customers.
Potential Clients: Those who have responded to any of your actions; sending information, visiting your website, visiting your stand at a fair, requesting information, downloading information via email or website...
Probable Customers: Those you can provide solutions to but who have not yet interacted with you. Your goal is to convert them into Potential Customers.
Rest of the World: Those people or companies that have no need or desire to purchase or use your products or services. Even if they do not bring you any benefit, you should study them to understand the amount of time and resources you spend trying to communicate with entities that will not provide you with any benefit.
Now we have to define a character for each group, we have to create a fictitious identity based on real data; give it a name, an average age, an adequate level of skills, social and marital status, goals... it is about thinking for a moment how this client would think when looking for us, and what reasons they have for looking for us, their motivations on a personal and business level.
Always remember that if we understand the type of client we are targeting, we can more accurately segment any campaign, whether informative, commercial or Lead Nurturing, because we will know what to do at any given time and how to capture their attention. The more we “fine-tune” it, the closer we will be to establishing a stronger and more empathetic relationship that enables our potential client to identify us as the best provider for their solutions by offering them added value that sets us apart from the rest, and not as the cheapest provider for a solution. Being the best guarantees results, a better return on investment, efficiency and effectiveness.
We like to call them customer personas because they are actually fictional characters based on real studies of what our potential customers are like.
Why is this important? Well, in real life it is very important to speak to people in a way that they understand us, using the correct language for each moment and having a certain degree of empathy, observing or listening to our interlocutor and sending and receiving messages that are understandable by both parties, is the basis of communication.
Marketing campaigns are part of the message we transmit to our ivory coast phone number list interlocutors so that they get to know us, so that they can relate us with solutions to their needs, to engage in fruitful commercial conversations in the short, medium or long term. Therefore, we must ensure that the message is understandable by them, that it reaches them in the right tone, in the effective medium, at the right time and that it is also addressed to the right person. It is difficult to achieve all these premises but the only way to approach all of them with guarantees of success is to be very clear about what our potential client is like, what they need, how they look for us, when they look for us, what their concerns are, their objectives, etc. These are the reasons why we must define our client personas :
It helps us visualize customers.
They are the actors through which we will develop our marketing campaigns.
It helps us align sales and marketing departments.
Makes any campaign more effective.
The goal is to increase the probability of obtaining profitable and qualified clients according to our line of business. How do we do it?
First of all, we need to study our client list. Classifying them will help us find common aspects. A classification that can help us is the following:
Types of clients in B2B
Active Customers: those who have purchased goods or services in the last year.
Inactive Customers: those who purchased goods or services outside a given time frame. Important as a source of potential income. Studying them can help maintain or increase the number of active customers.
Potential Clients: Those who have responded to any of your actions; sending information, visiting your website, visiting your stand at a fair, requesting information, downloading information via email or website...
Probable Customers: Those you can provide solutions to but who have not yet interacted with you. Your goal is to convert them into Potential Customers.
Rest of the World: Those people or companies that have no need or desire to purchase or use your products or services. Even if they do not bring you any benefit, you should study them to understand the amount of time and resources you spend trying to communicate with entities that will not provide you with any benefit.
Now we have to define a character for each group, we have to create a fictitious identity based on real data; give it a name, an average age, an adequate level of skills, social and marital status, goals... it is about thinking for a moment how this client would think when looking for us, and what reasons they have for looking for us, their motivations on a personal and business level.
Always remember that if we understand the type of client we are targeting, we can more accurately segment any campaign, whether informative, commercial or Lead Nurturing, because we will know what to do at any given time and how to capture their attention. The more we “fine-tune” it, the closer we will be to establishing a stronger and more empathetic relationship that enables our potential client to identify us as the best provider for their solutions by offering them added value that sets us apart from the rest, and not as the cheapest provider for a solution. Being the best guarantees results, a better return on investment, efficiency and effectiveness.