One of the biggest challenges marketers face today is the delivery of relevant content for prospects and customers. Content can serve many purposes, you may use it for lead nurturing or generation, education or as way to share best practices within your industry.
Delivery of Content via Which Channel?
This will largely depend on where your ideal clients spends their time. There’s no point tweeting your heart out when your ideal client spends their time on Facebook or LinkedIn. Your first action is to do some research and uncover where your ideal client is hanging out – that’s not a Google plug by the way.
Some Research Ideas
Your first point of call could be Google Analytics. You can look at the referral traffic and see how people are reaching your website. You could also look to services like Marketing Cloud from salesforce.com which is a social listening tool. Oracle Corporation also provide a similar service called the Oracle Social Cloud or Oracle Social Relationship Management. (The same thing, but they’re still working out what to call it).
These services/tools let you enter key words and then they crawl the internet to uncover where those words are mentioned in various social properties.
Another option is to include “Find us on LinkedIn”, “Follow us on Twitter” or “Like us on Facebook” buttons in email signatures. Using the Google’s URL builder you can embed code behind each button and then discover in Google Analytics which button/social channel is the most popular.
Once you have an idea where your Ideal Client is…
What are you going to share with them? Content will always depend on your audience and fundamentally you have two groups within your target audience:
- Customers/Clients – those you have invoiced at some point.
- Prospects – those you have not invoiced.
You can get more granular if you want e.g. “Customer = someone we have invoiced in the past 24 months” etc. There’s merit in doing this, but perhaps waiting until you have some data to support a breakdown of these groups verses simply a ‘gut feel’ strategy.
What to share with Customers/Clients?
You may segment this group further by your products or services, their industry and/or size of their organisation and provide specific ideas on how to maximise their investment.
What to share with Prospects?
This will be a slightly different approach. It may be that your prospect group has no idea who you are, they have no idea about the services you offer. To begin with you need these people to understand that you play in the area of organisations that provide solutions to the business problems they have.
If your organisation provides water proofing specifically for snow skiers, you want to associate yourself with businesses that provide similar services or are closely related.
Preparing content that talks to the challenges of staying dry and warm in the snow is a great start. Don’t shamelessly flog your product, simply talk about the problem your water proofing service solves better than any other supplier.
This way prospects at least understand that you’re in a position to help solve the problem they have.
An Ideal Client Profile will help shape your Message.
Preparing an ICP (Ideal Client Profile) will help you make informed decisions about campaigns, list purchases etc. Some basic components of an ICP could include the following points:
- Employee Size > 300 employees.
- Industry – Manufacturing.
- salesforce.com CRM user.
- Offices in all Australian states.
- Privately held company.
- Company founder still involved in the day-to-day running of the business.
- A second tier provider in their market.
Remember this is an “ideal” client profile. It provides a framework to help you prepare your content. You will have other clients who don’t fit this profile, but the above is your ideal client profile.