Information about your business, including services and products, is typically geared towards customers. What many business owners don’t realize is that their message extends far beyond an end customer, and that without properly diversified content, the missed opportunities quickly pile up. Here are a few important audience segments that your content should be considered for:
Group #1 | Peers
This group is defined as other business owners or associates that compose your business social circles. A solid perception here will travel far, as peers are similar to the telephone line your message is conducted through. Peers that are impressed with a clear, concise message will boost your credibility behind the scenes and can offer valuable insight when you gain their attention and trust.
Group #2 | Competitors
The most driven competitors you have will inevitably be eyeing up your messages and business setup, either to judge their own efforts in contrast or to imitate your successes. Aiming your content to this audience segment might involve leaving off some particular details to thwart copying efforts, or saving a more in-depth message for proven prospects.
Group #3 | Vendors
Working in groups or teams is a powerful strategy for success among business owners. When tailoring your message to attract or support partners, you should take special efforts to emphasize longevity and flexibility – no one wants to bet on the long shot, after all. By communicating that you are ready to face the challenges of the market head-on, your partners will be more inclined to work closely with your business.
Group #4 | Media
As a business, getting unpaid mentions, quotes and pictures into the media is a challenging task. Your message can enlist a few prospects throughout this effort by providing members of the media market with easily-accessible information in your content, such as history, statistics, corporate statements and approved images. A reporter who has to endure a lot of digging to get what they need is likely to move on to a more media-friendly competitor.
Group #5 | Employees
Current employees shouldn’t be disregarded just because they’re already on the payroll. The right motivational message will instill a uniform sense of pride and duty in the company, and forward-looking statements about the health and strength of the business will keep them from straying to the want ads.
Group #6 | Prospects
Whether you’re wooing franchisees or simply individual customers, getting a catchy hook across inside your message is vital to securing prospects. Those that are on the fence about visiting or investing in your business need to be firmly convinced to do so. Seeding your message with multiple benefits that are available from the very first visit will “front load” the reasons they need to step through your door or pick up the phone.
Group #7 | Customers
Even if they’ve already bought from your company, customers are still one of your most valuable resources. In addition to the obvious benefit of additional sales, returning customers can be incorporated into business-boosting tactics such as statistics, quotable feedback and examples that support everything from vendor discounts to presentations for business loans.