Can you sharpen your positioning + messaging? Part 5

Do you know where your target buyer goes to find a new agency?

Not really? You're in the right spot. 

If you're just joining us, we're in the middle of a series on the 5 key buying criteria to uncover in client interviews. 

Here are buying criteria one, two and three in the series.

Today, we're on buying criteria number four: How and where they researched alternatives to their current solution.

Goal: To understand what they did the moment they decided to find a new agency, and then the next moment, and the next … all the way until they decided to sign a contract with you. What were their steps, where did they go, and who did they talk to? 

Why this is important: Knowing your buyer’s journey gives you clues as to where your future buyers will go to find you, trust you, and ultimately buy from you. This road map will greatly influence which marketing channels you invest in (e.g., conferences, podcasting, PPC, thought leadership, etc.).

Continuing with the previous example, you learn that once your family law attorney client decided to make a change, the first thing they did was go on Google to see which of their competitors rank on the first page of results. Then they tried to discover which agencies those competitors use. They then asked attorneys in their professional networks and groups which agencies they use and recommend. Next, they listened to law firm marketing podcasts to hear what influencers, thought leaders, and their peers have to say. Last, they went to review sites like Clutch.co to read reviews from other attorneys using your agency.

While the actual buying process isn’t always this linear, what’s important is to find the patterns in how your current vertical clients find their next agency. 

Tomorrow, we'll wrap up this series with the fifty buying criteria to uncover in client interviews.

CQ