How can you create targeted marketing campaigns for customers in the consideration stage?

O primeiro passo é entender as necessidades e desafios dos seus clientes. Utilize pesquisas, entrevistas, análises ou redes sociais para obter insights sobre suas preferências, obje??es e metas. Isso facilitará a cria??o de personas de compradores e a elabora??o do percurso de compra deles. Segmente seus clientes com base em demografia, comportamento ou interesses para personalizar mensagens e ofertas.

In my upcoming book published by Forbes, Take A Chance! (Pre-order on Amazon), I write a lot about gaining new customers, killing the competition and ways to do it. Post-pandemic the answer to this question is much different. Reaching new customers is almost impossible on your own. Phone call? Ha! Targeted email? Forget it. LinkedIn appeal? Why bother. My company, TNG, is a mfr of beauty and personal care products. My customers don’t have pain points, they need to buy the category of products we make. So how do we reach new customers now? Amazon.com. We have more bestsellers on Amazon than any other brand but if you ask the customers who makes the products they buy, they wouldn’t know the answer. See next article.

It is useful to conduct a 'Customer Journey' as an excersise to run through their calendar year. This can help identify the buying cycles, pain points, buying emotions etc. This is best done with a small group on a very large whiteboard

When folks are thinking about buying, I share helpful info through email, social media, and blogs. I talk about product comparisons and what others say. I keep showing up in their feeds and sometimes offer special deals. I use data to make things personal and help them decide. That's how I do marketing for people deciding what to buy.

In software sales, I once worked with a medium-sized business shifting to cloud-based solutions. By talking to them and understanding their needs, I found they required scalable software to streamline their processes. This experience highlights the importance of adjusting your sales approach, showing how a tailored understanding of a client's software needs can connect B2B dynamics with the complexities of software sales.

Being seen as industry experts significantly builds trust. Brand is everything when trying to build trust. It is likely your customers will be searching for solutions online. SEO will help attract them to our site and articles so the use of hastags and key words is critical. Alignment between your solution and there problem is the goal. I find selling products as part of a bigger solution is more effective than trying to get direct product to pain point alignment. This is especially true for products that are technically complex.

In my 22 years of sales, I've found that sharing valuable content is a game-changer. Whether it's through insightful blog posts, impactful case studies, or engaging webinars, these tools have been instrumental in educating customers about our solutions. Personalized emails and strategic use of social media allowed me to nurture leads effectively. Through these efforts, I've witnessed firsthand how building trust and credibility positions our offerings as the top choice. It's not just about selling; it's about creating a meaningful connection through content.

Sharing information about how you can solve their problems is probably the cheapest and the most effective thing you can do, by doing so you will establish the credibility and trust

Remember, at this stage, prospects seek trust, relevance, and clarity; thus, your campaigns should prioritize authenticity and utility. craft effective campaigns for customers in the consideration stage, start by understanding their pain points and needs. Utilize data analytics to segment this audience based on behavior, preferences, and interaction history. Tailor content that addresses specific concerns, showcasing how your product/service solves their challenges. These resources should emphasize value, differentiate your offering, and highlight testimonials or case studies. Leverage marketing automation tools to deliver timely, personalized messages across channels they frequent.

I use interactive tools to help better explain the problem, use the customers own metrics to generate a value then cost in the solution to show the margin. This might be a financial margin, time or another metric that is important to the customer

Drawing on my 22 years of sales experience, I've found that being the first to address the elephant in the room works wonders. Acknowledging and proactively handling objections positions the salesperson favorably with the customer. Whether it's through FAQs, comparison charts, or live demos, this upfront approach demonstrates transparency and builds trust. By anticipating and addressing concerns head-on, I've been able to foster a more open and positive dialogue with customers, ultimately guiding them toward confident purchasing decisions.

To underline that points you have to know exactly which problems you are solving and frame your offer precisely to generate the outcome. Identify that pain and press on them so people can see the need to buy your product

To resonate with customers in the consideration stage, understand their needs and pain points. Tailor content that educates and showcases value. Utilize personalized email campaigns, retargeting ads, and informative webinars focusing on benefits. Address objections transparently through FAQ sections, testimonials, and comparison charts. Engage in two-way communication via chatbots or dedicated helplines. By anticipating and addressing concerns proactively, you build trust, guide decisions, and drive conversions effectively.

Before any of that, just ask for the sale. It may be you need to use some form of inducement to get the sale, but its better to counteract objections first. Testimonials help significantly.

With my 22 years of sales experience, I've discovered that as a salesperson, guiding customers to draw their own conclusions is a powerful approach. By facilitating their exploration and encouraging them to gather data that supports their decision-making, I've seen a significant impact. This collaborative process not only empowers the customer but also builds a stronger foundation for their commitment. It's not just about presenting information; it's about fostering an environment where customers actively participate in shaping their own purchasing decisions.

Utilize data analytics to segment audiences based on browsing behavior, past interactions, and preferences. Tailor content that addresses specific needs, showcasing how your product/service solves their challenges. Creating Urgency & Scarcity Limited-Time Offers: Highlight exclusive deals or discounts available for a short period. Stock Limitations: Showcase low inventory levels or limited availability to prompt quicker decisions. Countdown Timers: Incorporate timers in emails or ads, emphasizing deadlines for special offers. Testimonials & Reviews: Share success stories or testimonials, indicating high demand or popularity. Clear Call-to-Action: Use compelling CTAs like "Act Now" or "Limited Slots Available" to drive immediate action.

In my extensive sales journey, I've learned the importance of continually testing and optimizing campaigns. Leveraging analytics, feedback, and A/B testing has been instrumental in measuring and improving key metrics like click-through rate and conversion rate. Experimenting with different elements such as headlines, images, and calls to action allows for a nuanced understanding of what resonates best with the audience. This ongoing refinement process is not just about tweaking campaigns; it's about maximizing ROI by staying attuned to the evolving preferences and behaviours of your audience.

Analytics on social media are great ways of testing effectiveness of different approaches. It's well worth trying a range of approaches, push them out and see what the results look like. It really helps refine strateges.

Segment audiences based on behavior, demographics, and interests. Deliver personalized content that educates, addresses concerns, and showcases value propositions. Utilize retargeting strategies, offer relevant content formats like webinars or comparison guides, and emphasize trust-building elements like testimonials. For testing and optimization: A/B Testing: Experiment with different headlines, visuals, and CTAs to identify what resonates best. Track Metrics: Monitor engagement rates, click-throughs, and conversion metrics to evaluate campaign effectiveness. Feedback Loop: Collect customer feedback through surveys or direct interactions to refine messaging.