They’re less interested in becoming the leading expert, and more concerned with doing the right thing by their prospects and customers. Instead of asking “how will this blog get my ideal customer to buy from me,” they ask “how will this blog educate my ideal customer to make a smart buying decision.” These leaders see the value in having every piece of content published on their website, social media, and e-newsletters as a teaching opportunity. Leaders at these companies are open to thinking more like a teacher, and less like a business owner. Growing and improving their companies means putting aside the typical marketing fluff that brags and boasts about how great their company is. They want to help buyers make informed decisions - and be the trusted leader who will provide that information. They want to create marketing and sales content that is unbiased, conscientious, and truly helps educate their customers. These business leaders want to grow by embracing honesty, transparency, and obsessing over their buyer’s concerns and questions. They are looking to grow and improve their companies by teaching They are open to growing their marketing team.They invest in training and building great teams.They are disciplined and financially sound.They are values-based and vision-oriented.They are looking to grow and improve their companies by teaching.When we think about our clients and the prospective companies who will see the most success in working with our agency, we consistently see companies with the following seven qualities: The moment you start thinking in long-term relationships rather than short term transactions, you create an opportunity to build a coalition of customers who will rave about your services and become brand ambassadors.Īt IMPACT, we believe in transparency and sharing the qualities that we consider to be a good fit with our company.
When you understand which prospects are a bad fit, you can qualify those leads quickly and move on, dedicating your time and effort to the buyers who are better aligned with your values, and saving your sales team from spinning their wheel on people who would be happy elsewhere. In fact, here at IMPACT, we’d suggest you spend your time instead on determining your good fit prospects, so your team can tap into their concerns, issues, worries, and questions.ĭefining your good fit buyers will also empower your team to feel confident in identifying who is a bad fit for your business - a tactic that will ultimately save you and your company time and money.
If you don’t have buyer personas for "Student Sarah" and "Social Media Savvy Samuel," don’t stress.
Understanding your ideal customer is not only important for the marketing team to create effective and targeted messaging, but it also helps identify who will be a good fit for your products or services. Many companies even have multiple personas for segmented audiences, and like to give their personas clever names like "Millennial Marty" and "Nerdy Nelly" ( with apologies to the Martys and Nellys of the world). Your organization might have this information organized into buyer personas - listing out specific demographics and psychographics of the perfect customer for your business. Can you describe your company’s ideal buyer?
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