The web disproves the idea anyone is local.
Obviously, you have your primary locations but may feel (rightly so) there is an advantage to conducting business in other parts of the region—or even parts of the country.
When calculating product/market fit and developing buyer personas, an important secondary goal for your business may be to build brand awareness nationally.
To grow your businesses’ national presence, you need to be a lot more specific and
deliberate about the buyer personas you are trying to attract.
A buyer persona is a semi-fictional representation of an ideal client based on
research and educated speculation (once the research is completed).
Your buyer persona research will drive your SEO keywords and topics; these will impact what you do with
- Premium content
- Material sitting behind landing pages
- Your blogging calendar—your blog is extremely important to get this right!
To help set an example, a data center in rural Wisconsin wants to attract CFO’s in Chicago.
First, they want to figure out their product strategy and product/market fit for the decision maker. Next, they reverse engineer which awareness and consideration content are going to most appeal to that CFO in the metro Chicago area; that is critical, understanding what is keeping them up at 2 o’clock in the morning, their goals, plans, and challenges.
- What are some things if they get right at work, can get them a huge promotion?
- What are some things if they screw up on, can end their time at that company?
- Where do they hang out online?
- Where do they hang out offline?
- What kind of experience are they looking for?
Paid Search and Social
Paid search and social can be helpful with being hyper-specific about geotargeting. However, before you start playing with the knobs and the levers to drive more traffic—whether organic, paid, or sponsored traffic—know why someone should pay attention to you in the first place.
All too often, businesses take an ego-driven product-centered approach. In reality, no one is going to care about your product, features, technology, different services, or employees until you have earned their trust by teaching them things pertinent to their problems, not yours.
Is your data center working on a national brand awareness strategy? Let us know in the Comments below.
To learn more about data center sales acceleration, download the webinar recording Data Center Sales Funnel Acceleration Q&A Webinar.