Do you know enough about the people in your target market?
Blindly generating content without knowing your target audience leads to wasted money, time and effort because your content may not match their needs and desires.
What would make your digital content strategy more powerful is knowing their level of awareness of their problem and the solution that solves it. Therefore, you can develop content that appropriately matches their buying temperature.
Back in the day when I was cold calling businesses to offer my web development services, I was wondering why many business owners choose to stick with their incredibly outdated web design. Their websites were hard to navigate, were overloaded with too much textual information and worst of all, did not display well on mobile devices.
When I pointed out that their website’s design was bad, they reacted with fierce resistance saying there was truly nothing wrong with their website, insisting that it’s the best design they have ever developed.
And for awhile, I thought there was no way to get around this road block because directly pointing out what’s wrong with their website tends to hurt their egos.
However, I realized that business owners I was calling don’t truly know that it was a problem to have a very outdated website because they were not aware of what makes a great website that generates results for them.
So, in later cold calls, I asked business owners about how much traffic they are getting to their website and how much of that traffic is converted to quality inbound leads. As a result, they either admitted they don’t have Google analytics installed to see if there was traffic coming to their website or that their web pages are not converting well.
When they were nudged to confront the objective facts regarding how well their website is doing, they were more likely to recognize that it’s a problem to stick with the current design of their website. Thus, they were more inclined to continue discussing about getting their website redesigned with me.
What marketers can learn from my story is that they have to make sure that their digital content strategy has to meet the target audience’s level of the awareness of their problems or else it risks being ignored.
There are several levels that marketers have to be knowledgeable about as well as how to respond to them.
1. The prospect is not aware of the problem that he actually has. And thus, if you try to pitch him a solution, it would not make sense to him because he does not know he has a problem in the first place. In order for me to get business owners to recognize their website is outdated and needs a redesign, I asked them about how much traffic their website was getting and how many visitors were being converted into actual inbound leads. When they realized that their numbers were abysmal, they recognized that their websites do need to be refreshed.
Your digital content strategy can be designed the same way, where it can easily set the standard of what a solution should look like.
2. Prospect is aware of the problem, but doesn’t grasp the implications of not solving it and thus, doesn’t immediately see the urgency to solve it.
As an example, let’s say you’re selling anti-malware software that prevents computers from getting infected or hacked into. However, the people do not yet understand why they should spend money on it. They are perfectly fine with how their computer is and they don’t see the immediate threat of malware destroying their computer in the future. How do you get them to feel the need to purchase your software?
It’s simple. You bring up facts and statistics to highlight how many computers whose model that is similar to the prospects’ get infected each year as well as the numerous case studies of how an infected computer have brought down businesses and people’s livelihood. By highlighting the implications of not protecting one’s computer, people can realize they stand to lose more money from getting their computer infected than by investing into your anti-malware software.
3. Prospect is aware of the problem, but doesn’t know the solution exists to solve it. And this scenario happens to be the easiest to tackle, because the prospect may be actively looking for ways to overcome his problem and is willing to spend money to do so. In your digital content strategy, you simply have to highlight the problem and be very specific about its symptoms.
Here is an example for a business that has a product that relieves a particular pain:
Notice after I highlight the problem, I present the solution. Great performing digital content strategy usually follow this pattern, because it is the quickest way to get prospects to be interested in the product. It has to be specific about the pain they are experiencing and then present the solution to meet their needs.
4. Prospect is aware of multiple solutions he can choose from to solve his problem, but doesn’t know which one is the best solution that is worth his money. When there are competitors offering the market the same things you are, then it important to spend time thinking about how your offering is different than theirs.
To make your product stand out, you can try highlighting a feature of your product and how it makes it better than the competitors’ products. Obviously, the ability to pull this off will depend on whether or not if your product has this feature in reality. Better yet, it would make your product more enticing if you can show how this particular feature can give benefits to the prospect that no other products on the shelf can.
If you like to learn more about how to optimize your digital content strategy to address people of different levels of awareness of their problems, I recommend the following books written by legendary copywriters:
1. “Breakthrough Advertising” by Eugene Schwartz.
2. “Confessions of an Advertising Man” by David Ogilvy.
As an animated video production agency, we help companies optimize their business value proposition with an animated explainer video. For inquiries about getting an explainer video, give us a call at 1 (626) 869-8701 or email us at Contact@CompellingAnimations.com
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Written by Albert Hu, Owner at Compelling Animations