How to find your perfect prospects
How broadly should you be targeting your B2B Customers?
We all want to please others. We want people to like us. We want to make friends and feel like we belong. And that’s what we should be doing in our business too right?
Well actually, not necessarily…
Yes, our instinct will tell us to try to please everyone, to make our products and services as inclusive and broad as possible. The thing is, with business, that really isn’t the best strategy. By trying to please everyone, we end up pleasing no one.
Let’s look at an example…
Say you’re looking for some new business cards. You’ve got a couple of companies in mind. The first printers have a huge array – they print business cards, posters, mugs, t-shirts – the lot! The second printers specialise in business cards. That’s their one focus, their passion and their zone of expertise.
Which would you choose?
So when you are planning your marketing strategy, it’s key that you know exactly who you should be marketing to. Here are a few ways you can do this;
Be clear on the specific problems that your business solves
By defining what your business does you can be much clearer on who you can help
Think about who is most in need of your service
Describe them in as much detail as possible (remember: broad=bad!)
Look at previous customers who have bought from you
Are there any common threads that link them together? Perhaps they mostly come from a particular demographic, location or industry?
Who have been most profitable for you and why?
Check out your competitors
What can you learn from looking at your competitors’ customers? Does this help you to build your picture of your own ideal customer?
Once you have a clear picture of who your ideal customers should be, it’s time to go out and find them so that you can start to build a relationship with them!
A great way to do this is by email, which still delivers the highest ROI of any other marketing channel with an impressive £38 return for every £1 spent.1 For maximum impact, you need to fill your list with ideal customers who are most likely to convert and find your content engaging and relevant to them.
Services like Experian’s B2B Prospector can help you with this by providing you with a list that is specifically targeted to meet your ideal customer criteria.
All you have to do to create a long lasting relationship is to let them know why your business is the perfect match for them!
- Build sample lists using live data
- No obligation to buy
- B2B marketing data experts on hand to offer help and assistance
Source: 1. DMA, 17.04.2015