Imagine if you could anticipate your customers’ needs and deliver relevant information before they even know they need it. That’s the power of outbound marketing, a strategy built on understanding buyer behavior. While this doesn’t mean you’re reading their minds – it’s about as close as you can get. And that’s nothing short of a marketing superpower. Here’s what you need to know about this tactic.
Knowing Your Audience: Buyer Personas
At the heart of understanding buyer behavior are buyer personas, which may require identifying your target audience if you haven’t done so already. A buyer persona is the detailed profile of your ideal customer created from audience and market research.
Personas include essential information about your target customer, such as demographics, behavior, interests, challenges, age, and how they consume information. This will inform all marketing decisions and messaging to maximize impact.
Essentially, a buyer persona tells you what prospective buyers are thinking and doing as they weigh their options to position your product or service as the solution to their pain points. This is why buyer personas are important to your marketing.
Imagine you sell productivity software. Understanding your buyer persona might reveal they’re busy professionals overwhelmed with daily tasks. Your customers in this hypothetical like researching solutions and value opinions from industry experts.
Knowing this about your buyers, you could craft outbound emails offering free trials or case studies demonstrating how your software streamlines workflows, a tried and true outbound marketing tactic.
By targeting the right people with the right message at the right time, you increase your chances of capturing their attention, sparking their interest, and driving conversions.
Related Article: What Is Outbound Marketing? Turn Cold Leads Into Clients
The Power of Brand Journalism and Understanding Buyer Behavior
It’s essential to understand that people don’t just buy products – they buy solutions to their problems.
Brand journalism is an invaluable tool in your marketing efforts that uses the power of storytelling to position yourself as a thought leader in your industry who has the solutions your customers are looking for.
Brand journalism helps paint the story of your customer’s success, enabling them to envision and experience the value you bring to them. However, you can only achieve this by understanding buyer behavior and motivations.
By leveraging storytelling techniques, your company can connect with your audience on a deeper level, differentiate itself in a crowded market, and communicate propositions in a way that resonates emotionally.
Vivid storytelling that connects with your customers and addresses their pain points should be in every piece of outbound marketing collateral you create. This can involve creating email marketing campaigns or running paid ads.
You could even create inbound and nearbound marketing materials, such as blogs, case studies, or thought leadership articles, that you harmonize with your outbound marketing by making them the centerpiece of email drips or newsletters.
Let’s revisit the productivity software we mentioned above. This company could create blogs about overcoming procrastination or thought leadership pieces about effective time management strategies that are proven to help.
Then, you could integrate this content into your outbound marketing efforts to target customers seeking these solutions, making them more receptive to your outreach.
Related Article: 3 Characteristics of an Effective Email
Building Trust and Rapport by Understanding Buyer Behavior
No successful relationship survives without trust – and the same goes for your relationship with your customers. Even if you’re meeting them for the first time, understanding personas can help you make a great first impression.
Once you have identified your ideal customer and captured their attention through outbound marketing, leverage everything you have learned about their behavior and motivations in your marketing outreach. You can do this by:
- Personalizing your communication: Generic emails get ignored. Use your buyer personas to personalize greetings, references, and offers.
- Focusing on value: Every piece of your outbound marketing efforts should provide potential customers with something worthwhile, whether it’s knowledge, insights, or a free consultation.
- Being transparent: Your outbound marketing collateral should demonstrate your expertise without being pushy or sales-y. Respect your customers’ time and demonstrate your commitment to their success.
Understanding buyer behavior helps you build trust and offer genuine value – you aren’t just promoting a product or service that offers a vague value. You are positioning your product or service as the solution to their unique challenges.
In doing so, customers will remember you as a helpful resource that is committed to their success, driving trust and converting them into loyal clients.
Related Article: Content Creation: A Guide to Engaging Your Audience
Do You Need Help Understanding Buyer Behavior to Maximize the Impact of Outbound Marketing? KWSM Can Help.
Understanding buyer behavior isn’t just about marketing tactics – it’s about knowing your audience on a deeper level. By combining personas, brand journalism, and trust-building strategies, you can craft outbound marketing campaigns that resonate with your audience and drive business growth. You don’t need a superpower to read your audience’s minds – you just need a premier marketing agency.
Ready to unlock the power of outbound marketing? Contact KWSM to learn more about how you can make outbound marketing work for your business.
