When most marketers develop a communications plan, they start with their product or service, determining the target audience that represents the greatest revenue opportunity. Smart marketers dig deeper to identify target insights, high-opportunity vertical segments or underdeveloped regions.
But if you want your marketing to go a step further and truly engage with customers, you should establish rich connections based on where they are in the purchase cycle. This dimension is especially important if you are promoting a product with a long sales cycle, or a B2B brand.
For a prospect to consider selecting your brand, you must first establish a base level of knowledge and trust. One quarter of the U.S. respondents to Edelman’s 11th Annual Trust Barometer indicated that they needed to hear something about a company 6+ times before they believe it. Note that they said “hear,” not “be exposed to.” With advertising exposure exceeding 3,000 messages per day, it is critical that marketers connect with prospects, rather than simply shout at them.
To start creating a connection plan, consider how your brand relates to prospects in each of these stages:
Unaware and Unengaged: This is the largest, but also the most passive target group. They have unmet needs, but have yet to begin actively looking for a solution.
Increasingly Interested: This group has started to show interest in your category and may be attending trade shows, beginning to read relevant articles or looking for informational webinars.
Actively Searching: Prospects who are actively searching are driven by a pressing need. They are researching specific solutions and beginning to establish impressions of brands that best fit that need.
Confirming Credentials and Chemistry: This group is actively going through the RFP process (whether formal or not), narrowing their options and determining which brand has the right solution at the right price.
Establishing the Relationship: Communications shouldn’t stop when the sale is made. The value that current users place on the relationship will make or break both referrals and incremental sales.
By customizing the media and message to align with each of these stages in the purchase cycle, marketers will have the foundation for a powerful, multi-touchpoint connection plan.
- Pamela J. Alvord, EVP Managing Director of Strategy and Operations