Oh, that first customer: so hard to actually land! Earning your first sale today entails lead nurturing, a.k.a. providing content your prospects look for to solve their problems and reach goals. (In which you place keywords that your target uses in your content so that they find you.)
There’s a problem: you need to create personas, but you have no clients, so you really don’t know who they would be. You have an idea, but no proof that who you think is interested in your offerings actually will be interested. Because of that, you can’t create a good buyer persona. Because of that, you don’t know what keywords to use to attract your perfect B2B prospects.
Talk about a pickle! When starting out, you are creating a marketing persona based purely on speculation and ideas. You have no real customer data in which to dig to find out who exactly is buying your product because…no one has bought your product!
Frankly, that’s the way it probably is going to be: flying blind for a bit. Not not too blind, however.
You Probably Already Know a Ton About Your Perfect Prospects
Chances are great you already have a pretty good idea who your target market is. After all, if you’re selling machinery repair parts to manufacturers you can figure prospects are:
- Frugal/cost conscious.
- In business for a while (not a startup).
- Someone in middle management (the person in charge of maintenance).
- That individual probably worked his/her way up to the position over a period of 15-20 years and so may be middle-aged.
- They may not have much education beyond high school).
- Are proud of their DIY fix-it skills as well as their high intelligence and work ethic (they wouldn’t have made it to management without either).
- Look for tools that aren’t the most expensive but are still well made.
As you create a persona (and you really should do so), think about what you believe your prospects’ challenges and goals are, their age, their gender, their position within a company, even their hobbies.
Once you’ve fashioned your first personas, it’s easy figuring out what challenges/goals they may have. For example, the equipment maintenance manager mentioned is probably interested in:
- Ways to keep their aging equipment working longer.
- Training their team on maintenance.
- When it’s time to replace a piece of machinery rather than repair it.
- How to meld non-digital equipment with an all-digital component.
- News about new certifications in equipment maintenance.
- And so on.
Test and Test Again: Nurture Those Leads!
Create a few different buyer personas and notice which content you produce tends to resonate more than other content. Use your analytics tools to find which content garners more page views, which free offers receive more downloads, and so on. Eventually, you’ll notice which leads tend to stick with you over the long haul (lead retention). You will soon enough see who buys from you, and you can then focus on content for that marketing persona. Then as more people purchase, create another, and so on.
If you’re understandably nervous about creating your first marketing persona, we understand. Even if you’ve been in business for a while, changing up your marketing strategies to include personas, lead nurturing, SEO, and so on can feel daunting. This is where Ingenex Digital Marketing will help.