By Cheryl Strege, The Partner Marketing Group
It’s all about ME
Not so Despicable ME
Dear B2B Technology Marketers:
Hi there! I’m your prospect. I’m guessing you may not know a lot about me because when I went to your website I found an awful lot of content about YOU and almost nothing about the challenges in my business. I am struggling with not having visibility into my cash flow but your site didn’t talk about that and there were all sorts of buzzwords and acronyms I don’t understand and it made me feel stupid as I am not a technology marketer.
I did eventually find what I needed (on your competitor’s site), but nice prospect that I am – I thought I’d share a few tips about how you can keep me on your website in the future.
- Learn all about ME. Buyer Personas are NOT a buzzword. Apparently the other partner did their homework because they used words that I use every day and talked about my challenges the same way I do.
- Give me something I need! Now that you know who I am and what I need, start writing content for ME! Ignore the people in your company telling you what I need to hear (they’re your consultants, right?). If the buyer persona isn’t telling you enough of what you need, then call ME (or a customer like me).
- Talk to ME. That’s ME – the person. Not the search engine. Talk conversationally, clearly and in short sentences (I’m busy). It’s your job to make it easy for me to digest the info. Am I in IT? Then feel free to add lots of technical reasons why I would want your widget.
- Avoid buzzwords, platitudes and the obvious. Today’s business environment can be tough, placing additional burdens on manufacturers. I saw that sentence on at least 5 sites – but with a different industry on the end of the sentence. Doesn’t really tell me you know anything about my business.
- A final tip – don’t let me forget about you. I visited your site early on when I was just starting to research what I might be able to do about my cash flow visibility issues. Then I got distracted by my 7 other problems. But my reporting problem is growing and I forgot who you are. That other company sent me a few eBooks about cash flow though and I saved them (and gave them a call).
That’s it technology marketers. Hope it was helpful.
Sincerely,
Your Prospect
