One of the fundamental things in marketing is to know who your audience is and speak directly to them. This is something we’ve struggled with at Array Digital for a long time. We didn’t know who our ideal prospects were by industry or by the level of the position they hold at their company.
We had to look at all of our clients and figure out what kinds of titles our clients or our direct contacts had in those organizations. It fell into two big camps: owners/operators of a business or the marketing director/coordinator. We usually come across these kinds of titles at bigger organizations where you’re not going to get a meeting with the owner.
In an ideal situation, we want to have messaging that speaks to each of those personas. If you’re talking to an owner, you’ll have different pain points than for a marketing director. They have different concerns but a lot of the time we can’t separate the two and have to speak to both at the same time. So we have to find what they have in common: they want marketing that will advance the business.
Take a look at the different people that hire you and look at what concerns that you address for them.