Most marketers spend months creating their message, making sure they have three points with support for each one. Then they agonize over how to creatively present that message. Then they pick a mass marketing channel and start blasting out the message.. it reminds me of trying to have a conversation during an argument. When one party is solely focused on shouting... it is time to change the channel, delete the email, or just walk away.
Today's successful technology marketing is about listening. Start by listening to your target buyers to determine what they need, how they research and find solutions to those needs, and how and where they connect with others to share their solutions.
I find so many marketers showing up in social media and they are still shouting. Start by knowing your audience. Listen to them, hang out, then contribute to the conversation. Become a trusted source and then you can talk to your friends, instead of shouting at strangers.
Many marketers assume that their target market is just like them, so they can just use themselves as a stand in instead of doing their homework. Wrong approach.
Try buyer personas as a tool to help make sure you are listening. A couple of good resources are Buyer Persona blog and Pragmatic Marketing.
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