Inbound Marketing is the process of focusing on individual buyers and their personal needs, pain points, what keeps them up at night, frustrations and goals. As an Inbound salesperson, it is essential that you prioritise the buyer’s needs before your own.
Before you can sell anything, however, you have to understand who your buyers are. Bridging that information gap will help you close more leads.
What and who influences their buying decisions?
By understanding your persona’s biggest challenges, you can create campaigns that will present solutions to this personas; you will educate them about how people have solved similar challenges in the past. Knowing their pain-points allows you to present relevant content and create excitement and preference for your solution set.
How do they define consumer satisfaction?
Without knowing how your persona defines consumer satisfaction, you will never be able to create the excitement necessary for them to further engage with your business.
What key messages will resonate with them?
What can you say to show them you can relate to their challenges and help them achieve their professional goals?
Are they your coach?
A coach is the person who is going to become excited about your solution and advocate for that solution to key decision makers. Focus your campaigns on the coach persona and arm them with knowledge that will allow them to take our solutions to other decision-makers.
What are their online watering holes and preferred social media channels?
Knowing how and where your personas engage online enables you to make educated decisions about where you share your content. Additionally, knowing where your personas engage online can help you tailor your content strategy. By studying the types of content they are engaging with, you can align with content they are already sharing.
As your leads engage with content and information, they build up what we call their digital profile. The digital profile is an aggregate of all the actions they have taken on your website, including what content they have engaged with, what pages they have viewed and all of the personal information they have submitted through forms.
This allows marketers to make decisions on actions that occur further down the funnel on what drives the greatest ROI for the business.