Only by understanding your users can you create a strategy to market to them. Once you understand their aspirations, their problems, potential roadblocks and outcomes then you can start looking at what you can do to address their concerns and provide content to satisfy their needs.
For example, a potential client may be concerned about the length of time it might take to implement a solution so you may wish to talk about speed of delivery in your content. You might even try to get a testimonial from a previous client that had the same concern so that any potential clients with the same worry can be assured.
By developing personas for your key target customers – who may be very different from each other – you can ensure that you are focusing your marketing efforts on clearly defined issues. The personas will be used throughout the life of the project, including content creation, messaging development and user journey definitions and digital marketing activities.
To learn more about your potential audience and how you can focus your marketing more directly, get in touch with us now.