3 Actionable Tips on How to Target Your Full Target Market
As customers increasingly take control of the buying process, traditional marketing tactics are becoming less effective. It’s essential to develop innovative strategies that extend your market reach. These three actionable steps will help you create meaningful connections with potential customers rather than simply sharing information, ultimately leading to better results for your business.
How to Unlock Your Full Target Market with Effective Demand Generation
In a highly competitive marketplace where customers are bombarded with various offers from LinkedIn to emails, how can you ensure your message cuts through the noise and connects with the right, interested audience?
The key lies in adopting innovative approaches that not only capture attention but also engage and convert 100% of your market. Because let’s be honest—about 80% of your potential customers don’t even know you exist or what solutions you provide.
Let’s explore three essential strategies for expanding your market reach and driving impactful results through demand generation.
1. Make Your Target Accounts Feel, Not Think
Gone are the days when a generic meeting request could pique interest and jumpstart a good client-vendor relationship. Today, buyers are desensitised to these approaches. To stand out, focus on creating content that resonates emotionally rather than just intellectually.
Example: Instead of asking prospects to think about their HR strategy, offer valuable insights like a guide on managing employees in high-risk environments. This tactic grabs their attention by addressing their immediate concerns and making them feel understood.
2. Implement the BEST Framework
The BEST framework—comprised of Buyer Personas, End Users, Senior Influencers, and Teammates—helps you target the right individuals within a company. Here’s how:
- Buyer Personas (B): These are the decision-makers who will sign the contract. Tailor your messaging to their business needs and value propositions.
- End-Users (E): These individuals are the main drivers of product developments, so they are the ones primarily experiencing the challenges of operations and tech processes. Address their concerns and show how your solution can make them heroes by resolving these issues.
- Senior Influencers (S): These people are invested in the company’s success. Speak to them about business value and how your solution contributes to their goals.
- Teammates (T): These individuals are affected by the pain but aren’t directly responsible for it. Engage with them to gain insights and build support within the organisation.
3. Ungate Your Content
One of the most effective ways to build trust and engage your audience is to remove barriers to your content. This demonstrates confidence in your brand and allows potential customers to access valuable information or the main points of your offerings freely.
A notable trend is the shift to inbound-led outbound (can be a link to the next blog talking about inbound-led outbound) strategies. This means using small touchpoints—like content engagement—as signals to prioritise outreach. When you provide high-value content upfront, you make it easier for prospects to engage with your brand later on.
