Buyer ProfilingWho Cares About What?
Buyer profiling is an important part of your marketing strategy, this enables you to group buyers with common interests and needs.
Messaging and content is then defined to resonate with these interests and needs – ensuring relevance and value in your communications and content.
Buyer Profiling and the Buying Cycle
For any buyer profile, different messages and content items will be of interest at different stages in the buying cycle.
This may be buyers conducting initial research to better understand the challenges they need to address. Alternatively, they could be seeking a detailed understanding of licensing, to evaluate total cost of ownership. Either way, you need to talk to them in their language at every stage in this journey.
Understanding your buyer profiles and stages in the buying cycle enables you to map existing content to these.
Where content and/or messaging does not exist for specific profiles and stages, this needs to be created to ensure maximum success from your marketing efforts.
Selling to an Audience…
The more complex the evaluation and purchasing process, the more buying dynamics need to be taken into account. For example, with higher ticket price solutions/services/products, research teams will initially look at you and competitors from multiple angles.
Firstly, you need to help them find what they need quickly. Secondly, you need to help them articulate the value of your offering to decision makers, or other influencers in the buying process. Consequently, this requires a deep understanding of the buying cycle in your market.
Marketing messages to different buyers, or individuals in the buying process, need work together. High-level messaging needs to be available to the final decision makers in the process, but this needs to correlate with supporting messages used to target others in the decision-making process.
People Buy from People
An important aspect of buyer profiling is to understand the challenges, aspirations and general mind-state of the target audience. Subsequently, this enables more accurate use of emotive language to elevate the value of the brand and offering for each audience.
This aspect of buyer profiling should involve the sales team, who have direct contact with your audience across all buyer profiles. As a result, they should be able to validate and enrich statements made through this exercise.
The value of this is two-way, as ultimately many of these considerations and messages will support sales conversations when leads are passed through marketing and into sales.
It’s a Balancing Act
The more granular your buyer profiling, the bigger the range of messaging and content you will need to produce. Striking the optimal balance, creating the most appropriate groupings and attributing the correct priority to each requires a good understanding of your market.