In the past couple of years, marketers started sharing knowledge and information about their field of expertise. Following their example, sales have adopted this approach and are moving fromAlways Be Closing to Always Be Contributing. Indeed, to convince your target group and prospect that you are holding the best solution, you need to share information. Relevant Information, you might argue on what is relevant exactly. We see a lot of IT companies sharing information. However, very often, these companies have the attitude of sharing technical or feature-related information. All very much drafted to convince their audience that this technology, approach, or solution is the best way forward. With the best intentions, they believe they share relevant information, neglecting that their audience determines relevance.
What is relevant for your target group?
1. Determine your target group
Do not take this first step lightly. You might think you know who your target audience is, but do you really? And do your colleagues feel the same? Could you write it down? This will help you bring focus. There is no such thing as a product for all. Not even toilet paper. Therefore, your first step is to really understand who your perfect, your ideal customer is, and what profile he has.
2. Divide into groups
Then it is about creating target groups. By defining groups, either in branches, size of companies, regions or activities, you can determine what topic is relevant in their environment You can do this by conducting a survey, do research, or ask. The themes you want to use should be something your target group is struggling with and is future related. We are all looking for something new. ”We all want to learn what the future will look like, and want to act upon it accordingly.“
Therefore, share information on trends you see happing in their market. It will attract your audience’ attention. Another advantage of segregating groups of potential customers is that you can establish an ‘ín-group’ feeling. Build your brand and information in such a way that people want to be part of your group.
3. Build & share knowledge
Once you know your groups and their information needs, you can work on building relevant content. On the internet, and social media, you can find tons of articles, blogs, infographics, whitepapers and so on. Share your own opinion and knowledge regarding the theme. How can you be more relevant than all the others providing information? Sharing real-life answers or insights on what your target group is struggling with are the key. Stay unique and tell a story!
Find the Rubberducky
4. Stand out
Now here lies the real challenge. How do you stand out? If you are sharing new information about the future, this will trigger for sure. Companies are deciding what to do now to benefit in the future. So you best not share information on the speed of your current internet service, but more on what the digital disruption will require from connectivity.
Why is 5G a hot topic in telecoms? You guessed it…!
With this kind of information, you are already halfway there. Other measurements to stand out, is to become creative in the way you publish and share information or the visual aspects of it. This is all related. There is no specific platform to share information or one particular design you must use. Find your own unique way, which will be part of your image.
Whatever you do or chose: surprise your audience!
Our minds are all hardwired to be triggered by something new, something unexpected.
Standing out by combining something your audience may never expect, but still emphasizes the strength and recognition of your brand deliver success.
Use an image, picture, one-liner, wording or slogan that is different, unique, a surprise. Your target contact person will not forget you.