-
Who is your marketing actually aimed at?
Most founders I ask answer one of two ways.
Too broad: E.g. “Small businesses.” “B2B companies.” “Anyone who needs what we do.”
If it could be anyone, it speaks to no one.Narrow but generic: E.g. “SME founders in the UK.” “Marketing directors at mid-market companies.”
Better, but that’s a job title, not a person with a problem to solve.What you should be aiming for:
Clear and specific: E.g. “Founders of 10 to 30 person B2B businesses who’ve grown on referrals and now need a digital strategy that brings in enquiries from people they’ve never met.”Specific size. Specific situation. Specific trigger. Specific outcome.
Read yours out loud. Would the right person hear it and think “that’s me”? Or would five different types of business all half-nod?
Drop your version in the comments. If it makes you wince a bit, you’re probably onto something.
Anything you want to dig into more, bring it to Growth Engine Office Hours, every Thursday at 10am. https://meet.google.com/wwk-zdgj-eke
Sandip
Simon Lloyd and Emma Selby *Flexspace Operator*8 Comments-
I like the idea of identifying the trigger that makes people want your serve or product, as well as their broader situation
-
@signal-emma Yes, it’s one that a lot of people don’t think about but exactly the kind of targeting that increases your chance of success. Most prospecting tools include a “Buying Intent” filter that can help find your ICP
-
@Sandip you may have to explain that last sentence for the average punter (ie me!)
-
@signal-emma ha, sorry – prospecting tools like Apollo help you identify companies to target your ICP (Ideal Customer Profile) as well as individuals within those companies (Personas). It also allows you to see if those companies have been researching certain topics / services that are relevant to you.
You can see the “Buying Intent” I’ve been filtering target companies by here (I use Apollo)
1
-
-
-
Is that every Thursday at 10, Sandip”?
-
@signal-emma Yup – good catch, I’ve updated the post to reflect 🙂
1-
@Sandip got your back 😆
1
-
-
-
Would this be of use to you @christinareal-word-com ?
1
-
