Recently I published a post on the 6 Key Steps to Successful Content Marketing Campaigns. Let’s look at the fourth step in more detail.
Once you have identified your ideal customer and have built trust with them, it’s time to introduce your service or product to them. For optimal results you have to do this at this time. Do it earlier and you risk a lot. You won’t have the same type of results without having a comprehensive picture of your ideal customer and having built trust with them. So don’t rush it here.
How Do You Introduce Your Service or Product?
Start off by highlighting the problem your ideal customer has. The one that your service or product resolves. Mention the problem it creates for them. If it makes them anxious or concerned, point that out. If it keeps the up at night, make sure to point that out.
They may have more than one problem. Make sure to cover each one. When you do that, they will be really excited to find out about your service or product. They want to get away from their pain and are looking for something which will help them do that.
Let Them Know What Your Service or Product Does
Now tell them about your service or product. Let them know how specifically it will resolve every problem they currently have. Cover its benefits and features. Go into detail here.
- List every benefit your service or product offers. Explain each problem it corrects.
- List the features of your product and the benefits that arise from those.
- Add in testimonials from satisfied clients which indicate how your service or product resolved the pressing problem they had.
- Give this information to your ideal customer in several different formats.
The best is a white paper, Ina white paper you have the opportunity to explain in detail the problems your customer has and the pain or pains they cause. You then cover each of the benefits your service or product has and explain how these eliminate the problems.
Send or email this white paper to your ideal customers.
Then follow up with emails and blog posts. In each focus on something slightly different about your service or product.
Your Main Objective Here . . .
. . . is to make your ideal customer aware you have the product or service they need to make them more successful. They may not read your initial marketing piece. So tell them about your service or product multiple times.
That’s why the white paper, the blog post and email are necessary. If they miss your white paper, your blog post or email alerts them to it and they can request a new copy or go back and look for the original one you sent.
