Helping SMBs Market: the 12 Questions You Should Ask
3. Who are your customers and what are their most pressing issues and concerns?
It is impossible to build a campaign to reach everyone. That's why the best marketing plans are built on a clear understanding of ideal buyer profile, whether that means focusing on an industry segment like real estate agents or demographics such as young, single career women in urban areas. Another consideration is the most important decision makers. There are the actual buyers and the influencers. Food products tend to focus on women in their mid-30s as the main decision makers, but a happy family is featured as the end result of buying the products, notes Entrepreneur Magazine.
4. How long is the sales cycle?
Different marketing approaches support different buying timeframes. Fast food relies on quick sale volume and aggressive techniques, but selling financial services is a gradual process of establishing reputation and building trust over time. This affects the media and the tactics used.
5. What are the buying triggers?
For some companies, purchases are seasonal (e.g., accountants and software during income tax season) or they could be everyday occurrences like groceries. The circumstances influence what consumers want in solutions. In other words, you have to consider if fast and cheap are the major concern or if the audience wants quality that will last. Entrepreneur Magazine indicates that, by identifying the circumstances and key buying criteria, you get a list of traits to emphasize in marketing materials.
6. What are the geographic targets for your business?
You want to help the client focus efforts where they can do the most good, rather than casting a wide net. Take the time to delve into the locations where the client is selling now and where can they ship. Find out if they are focused on expansion and if they can handle a high response rate (if not, you might want to recommend a phased campaign).