We recently wrote an article about the growing demands Gen Z is placing on businesses and highlighted the importance of understanding their expectations and responding effectively
This got me thinking about how important it is to truly understand your market and tailor your marketing and sales proposition to meet their needs. Too often, I meet with prospective clients who focus on “what they want to say” and what they want to push out to the market, without really understanding who they are talking to. This approach often leads to low engagement, and eventually, business owners or directors see poor returns on their marketing investments. The usual response is to cut marketing budgets, which causes new leads to drop off and, ultimately, turnover to decline.
To avoid this, it’s essential to spend time profiling your audience. Consider key factors like:
- How old are they?
- Where do they live?
- Do they have a family/
- What are their interests – are they into outdoor activities, or perhaps more interested in music?
Additionally, look at their business preferences:
- Do they want low-price products, or are they more focused on quality?
- What is the challenge they need to overcome, how can you provide a solution?
Understanding how your audience consumes information is just as important. Ask yourself:
- Are they engaged in social media? If so, which platforms?
- Do they read emails, or do they simply “bin” non-work-related ones?
- Do they use Google to search for new suppliers, or other search engines?
- What devices do they use to search – desktops, tablets, or mobiles?
- Would they open direct mail?
- What media do they consume, both personally and professionally?
- Do they attend conferences and exhibitions?
These are just some of the questions that need to be asked, and this is where research becomes essential. I recently sat down with Neil Grantham, CEO of WDG Research, who explained why research is important and how to get the most out of it. Have a listen to our discussion here https://www.youtube.com/watch?v=876kTS1m09E&t=657s
However, research is only one element of the planning process. Once you’ve built a profile of your audience, you are then in a position to adapt your messaging and marketing collateral to provide the information your audience wants and needs, in the format they’re most likely to engage with.
Keep in mind though, that your audience’s preferences will evolve. The profiles you build need to be updated regularly, and so should your marketing content. Consider running campaigns for a fixed period of time. These campaigns can then be evaluated and adjusted to align with the evolving needs of the market
The last piece of the jigsaw is integrating your marketing activity with your sales function. Your sales team is often the best source of real-time insights into your market, as they’re speaking with customers every day. Involve them in your marketing planning and make sure they have the tools to convert the leads that your marketing generates.
Is I not just small businesses that have to overcome these hurdles, in a recent article, the head of marketing at Mastercard explained how they had to change the way their sales and marketing functions integrated and how they reflected the customer’s needs, have a read https://www.marketingweek.com/mastercard-b2b-marketing/
If you’d like to explore how to ensure your marketing delivers strong ROI, or how Eyes Wide Open can help, don’t hesitate to get in touch!
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شركة Bwer هي أحد الموردين الرئيسيين لموازين الشاحنات ذات الجسور في العراق، حيث تقدم مجموعة كاملة من الحلول لقياس حمولة المركبات بدقة. وتغطي خدماتها كل جانب من جوانب موازين الشاحنات، من تركيب وصيانة موازين الشاحنات إلى المعايرة والإصلاح. تقدم شركة Bwer موازين شاحنات تجارية وموازين شاحنات صناعية وأنظمة موازين جسور محورية، مصممة لتلبية متطلبات التطبيقات الثقيلة. تتضمن موازين الشاحنات الإلكترونية وموازين الشاحنات الرقمية من شركة Bwer تقنية متقدمة، مما يضمن قياسات دقيقة وموثوقة. تم تصميم موازين الشاحنات الثقيلة الخاصة بهم للبيئات الوعرة، مما يجعلها مناسبة للصناعات مثل الخدمات اللوجستية والزراعة والبناء. سواء كنت تبحث عن موازين شاحنات للبيع أو الإيجار أو التأجير، توفر شركة Bwer خيارات مرنة لتناسب احتياجاتك، بما في ذلك أجزاء موازين الشاحنات والملحقات والبرامج لتحسين الأداء. بصفتها شركة مصنعة موثوقة لموازين الشاحنات، تقدم شركة Bwer خدمات معايرة موازين الشاحنات المعتمدة، مما يضمن الامتثال لمعايير الصناعة. تشمل خدماتها فحص موازين الشاحنات والشهادات وخدمات الإصلاح، مما يدعم موثوقية أنظمة موازين الشاحنات الخاصة بك على المدى الطويل. بفضل فريق من الخبراء، تضمن شركة Bwer تركيب وصيانة موازين الشاحنات بسلاسة، مما يحافظ على سير عملياتك بسلاسة. لمزيد من المعلومات حول أسعار موازين الشاحنات، وتكاليف التركيب، أو لمعرفة المزيد عن مجموعة موازين الشاحنات ذات الجسور وغيرها من المنتجات، تفضل بزيارة موقع شركة Bwer على الإنترنت على bwerpipes.com
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