It’s true: a product without marketing is just a product. But good marketing is what turns that product into a business, and a successful business is what turns that product into a brand.
The first step in creating a great product is to realize that you’re not just selling the product. You’re selling the experience, the story, the storyteller. Your buyers are your business’s customers, and your best customers are your biggest marketing asset.
Marketing is the glue that binds the product, the experience, and the story together. Great marketing is the fuel that keeps all three on fire.
Great marketing is a process
Great marketing isn’t a one-shot deal. It’s a process. Marketing is the way you tell the story of your product, your brand, and your company.
Every company has a story that’s unique to them. To market that story, you need to know who you’re trying to reach, and how you’re trying to reach them.
Marketing is about knowing your target market, and then building a process around that.
Here are some of the steps to building a great marketing process.
1. Define your target market
You can’t market your product if you don’t know who you’re marketing to.
You can’t market your product if you don’t know who you’re trying to reach.
Your target market is the audience that wants what you’re selling. It’s your dream customer. It’s your dream buyer. It’s your potential customer.
It’s your potential customer.
Your target market is the audience that is most likely to buy your product or service.
Your target market is the audience that is most likely to buy your product or service. You should know who you’re targeting before you can begin to define your ideal customer or buyer personas.
Some people have a one-size-fits-all approach to target marketing. But that’s a mistake. In most cases, your target market needs to be defined through segmentation.
You need to segment your audience to help you find the right market for your product.
Here are some common target market segments for B2B companies:
- Consumer products
- Manufacturing services
It’s possible that your target market might not be a single segment, but a combination of segments.
For example, you might target your travel segment because people who want to travel want to spend their money in a certain way. However, you may also want to target the manufacturing segment because they have the highest sales volume.
2. Map your market
Once you know who you’re trying to reach, you need to map out your market. Here are some ways to do that:
- Segment your market
- Map your market
- Map your company
- Map your industry
Segmenting your market is the first step in creating a market map. It helps you to know who you’re trying to reach, and the specific market you’re trying to target.
Segmenting your market helps you discover who your ideal market is. Your ideal market is the ideal customer that is most likely to buy your product or service.
It’s the buyer personas that are the most important. You should create buyer personas that include all the attributes you need to sell your product.
3. Define your buyer personas
Now that you know who your ideal customer is, you need to go out and find them.
Buyer personas are the foundation for your marketing process. They’re the best way to define your target market, and the best way to communicate with your ideal customers.
Here are some ways to define buyer personas:
- Interview your customers
- Interview your sales team
- Interview your management team
These are the key questions to ask your customers and your sales team. They help you to learn about the personas most likely to buy your product or service.
When you’re creating buyer personas, don’t forget the importance of personalization. You should segment your audience based on your buyer persona.
If you’re marketing a consumer product, your buyer persona will probably be a single person.
But if you’re marketing a B2B product, your buyer persona might be a larger group.
That’s why it’s so important to segment your target market. Once you know who you’re trying to reach, the buyer personas will help you.
4. Build your buyer journey map
Once you have buyer personas, you need to create a buyer journey map. A buyer journey map helps you to see where your buyers are in the buyer cycle.
A buyer cycle is the path your buyers take from awareness to your product or service and back to awareness.
The buyer journey map shows how your buyers move through the buyer cycle.
Your buyer journey map will help you to see where your buyers are, and where they might be in the buyer cycle. You need to create buyer journey maps for every stage in the buyer cycle. Here’s how to do that:
The buyer journey map will help you to create a better customer experience for your customers.
When you create a buyer journey map, you’ll know how to get your customers to the buyer journey stage at the right time. A good customer experience begins with a good marketing strategy.
5. Research your competitors
Your buyer journey map is just the beginning. You need to research your competition.
Don’t just focus on your own market. Look at the market as a whole. You need to understand how your competition’s buyers move through the buyer cycle.
A good way to do this is to follow the buyer lifecycle stages that other companies or organizations follow. Look at what they’re doing, and then try to adapt those strategies to your business.
A good way to do this is to follow the buyer lifecycle stages that other organizations follow. Here are some examples of buyer lifecycle stages that you can use:
- Sales and Marketing
- Sales and Support
- Product and Technology
- Customer Service
- Finance and Accounting
Now that you know where your competitors are in their buyer lifecycle, you can see where your product or service can best lead their buyers. Then you can create a better marketing strategy to target your competitors.
6. Map out your buyer personas to your marketing strategy
Now that you’ve created a market map, you need to figure out how to use it.
You don’t need to target every segment of your market with every marketing campaign. You need to target your ideal customers with the right message.
Segment your market, and you’ll find the customers who are most likely to buy your product or service.
Create a buyer persona, and you’ll know who your ideal customers are. Map out your buyer journey, and you’ll know where to send your customers.
Create a buyer journey map, and you’ll know exactly how to move your buyers through the buyer cycle.
You’ll know your customers’ biggest struggles, and you’ll know where to focus your marketing efforts.
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