Marketing Your Complex Products
Part 2: Reach Your Buyer

When you’re marketing complex, highly technical products, reaching your buyer is a complicated process with lots of twists and turns. Your target buyer isn’t just any person on the street— your buyer has a very specific role in their company and they’re looking for a specialized product or service. As a marketer, it’s your job to identify the individuals who are either in charge of the buying decision or heavily influence it, and this task is no easy endeavor. 

At Knowmad, we’re experts at helping companies, ranging from financial institutions to industrial manufacturers, craft winning customer identification and engagement strategies. Let’s discuss the steps we follow to forge paths toward success for the organizations we partner with. 

Create Detailed Customer Personas

Even if you think you already have a pretty good idea of who your ideal buyer is, take the time to do your research and determine exactly who will benefit most from your offerings. Your objective is to identify the types of buyers who may be interested in your products and/or services, create a detailed profile for each type, and strategize how you can best reach them and meet their needs. Every business is different, so some might have a single ideal buyer, while another organization might have a dozen. It all depends on what you’re selling. Here are a few questions to consider when it comes to building your profiles:

• What job titles will they have?
• How much work experience will they have?
• What level of education will they have?
• What industries will they be in? 
• Where do they live and work, location-wise?
• Which social media platforms do they spend the most time on? 
• Do they attend trade shows or other industry events in which they would be interested in learning about your offerings? 
• Will they prefer to learn about product features via a salesperson or do their own research? 
• Are they most likely to shop online or in-person?
• How long is their vetting process?
• Which individuals are involved in their vetting process?
• What goals are they looking to accomplish?
• What problems are they looking to solve?
• Who has the final say on the buying decision?

Craft a Message That Resonates With Your Target Customers

Once you’ve created detailed profiles for each ideal buyer, you’ll have a great starting point for crafting messaging that’s customized to their unique needs and preferences. You’ll gain an understanding of what’s most important to your target audience and how, where, and when these details should be communicated to them. In 2022, the marketplace is saturated with countless companies looking to push their offerings to your ideal buyers, but if you’re able to create messages that speak directly to them, you’ll be able to increase your market share. 

Use your company’s content, whether that be a blog, social media post, white paper, graphic, or flyer, to paint your ideal buyers an enticing picture of your value proposition and how it applies to their needs. Each customer type is looking for something different, so you need to craft each piece of content to reflect these differences. Instead of making content that could appeal to a wide variety of different types of people, hone in on the exact buyers you’re looking to engage with and create your messaging specifically for them. This specialized messaging should translate into each piece of content that your organization puts out to the public. 

Make Contact With Potential Buyers and Create Connections

Depending on who your ideal customers are and their characteristics, you’ll need to generate engagement with your brand in different ways. For example, if you’re trying to target a younger, tech-savvy audience with only three to five years of experience, your best bet will be to launch a targeted advertising campaign on social media. On the other hand, if you’re looking to engage with more senior executives, utilizing traditional marketing tactics, such as cold calling, direct mailing, or in-person networking, will give you the best chance at landing their business. 

Regardless of whom you’re targeting, it’s important to address your company’s SEO practices. Sure, some older executives might not spend as much time on the web as their younger counterparts, but that doesn’t mean they won’t be conducting online research during their buying process. Your website is one of your company’s greatest assets and getting it on the first page of Google is a vital step in solidifying your organization as a leader in your industry. The marketplace is crowded, and if you’re not getting found online, whether that be through organic or paid search, you’re not going to succeed. You must optimize your website with the right keywords and content to help it rise to the top of search engines. This will increase traffic to your website and if your messaging is properly crafted to target your ideal clients, this will result in a revenue increase. 

Another important strategy to add to your marketing mix is paid social media advertising. Especially when it comes to the marketing of technical, specialized products and services, LinkedIn is the most powerful tool for reaching your ideal customers and engaging with them. The advanced targeting features enable you to reach people based on their location, job title, company, age, amount of education, special interests, and additional attributes, so you’re able to pinpoint the exact individuals you want to sell to. Imagine how effective a targeted advertisement featuring a customized message will be in spreading the word about your company and your offerings. The possibilities for growth are endless.

Don’t Forget to Follow-up and Keep Buyers Informed

Once you’ve made contact with a potential buyer, it’s essential that you follow up with them and provide them with supplemental information to aid in their vetting process. This could include branded whitepapers describing your products, spec sheets, customer testimonials, video demonstrations, or anything else you think they might need while making their buying decision. You can also point them to your website’s FAQ page, which should feature details about your offerings, pricing, and other key aspects of your company, which will provide them with on-demand information to help them determine whether or not your offerings will work for them. It’s not about being a pushy salesperson or forcing your product on them— the name of the game is ensuring that potential customers feel cared for, informed, and in control. 

Accept a Helping Hand 

Due to the long sales cycles and the unique demands of your target customer base, marketing complex products is no walk in the park. It can be stressful, time-consuming, and frustrating to establish your organization as a leader in your industry, and without the right guidance, your efforts won’t receive the proper reward. If you’re searching for a marketing partner that specializes in helping organizations like yours increase their revenues and improve their bottom lines through effective marketing, you’ve come to the right place. 

We have a proven track record of success in helping our clients achieve their business goals, no matter how ambitious. Our team of skilled web designers, content strategists, and digital marketing specialists will utilize tried and true marketing strategies to communicate your value proposition, engage with your ideal clients, and increase your revenue. We can help with:

• Web Design and Development 
• Search Engine Optimization (SEO)
• Brand Messaging 
• Digital Advertising 
• Inbound Marketing 
• Content Marketing
• Marketing Automation 

With Knowmad, it’s never been easier to grow your organization in leaps and bounds, making way for a future characterized by achievement. If you’re ready to get started, contact us today, and let’s discuss your company’s needs, preferences, and marketing goals. Our multifaceted team of experts is ready to help you accomplish bigger, better things.