Take the time to develop content for each unique persona you’re targeted in your demand generation campaign. Demand-generation content succeeds best when you develop a keen understanding of your buyers and of their individual purchase paths.

ABOUT THIS COURSE

A successful demand-generation program is fueled by content that is carefully crafted for each of the unique personas who have an influence on a buying decision.

In Creating Content for Effective Demand Generation you’ll learn to use research to develop highly specific buyer personas. You’ll see how to identify trends and use common themes to create personas that accurately reflect your intended audience. And you’ll learn how the different roles on a buying committee can give your personas even more depth.

Once you’ve created your multi-dimensional personas, you’ll mark the milestones each buyer takes along the purchase path. Map those, and you’ll be able to create content that aligns with each stage of their journey. You’ll provide relevant and memorable messages that deepen your relationship with the buyer, move them through the sales process faster, and ultimately lead to more and more sales.

Start creating content experiences that are conversational, engaging, and valuable to the people you seek to reach.

LEARNING OBJECTIVES
1 Use insights to create your buyer personas and pinpoint their role in the buying committee
2 Use insights to map your buyer’s journey
3 Document the buying milestones, including the steps, personas, and time it takes for a buyer to move through each stage
4 Align your content with your buyer personas
5 Understand the value of a content architecture, and develop it by persona

SEO client prospecting is an essential step in client acquisition, as it creates a pipeline of potential customers, provides a narrow focus on the right accounts, and helps to position an agency as a trusted advisor. Without effective prospecting, you might be wasting valuable time, money, and resources.  But how do you find those clients, what tools should you use, and how do you determine if they’re “the one”? The lessons in this series present various methods of attracting and finding clients to pitch.

Prospective clients often see proposals that are generic, boring, and possibly even irrelevant to their site. To set themselves apart, agencies need to uncover insights and opportunities using the client’s specific data, in order to demonstrate what the strategy will be. In this course, the student will learn how to research a prospect’s strengths, weaknesses, opportunities, and threats, and create an impressive and customized report for the pitch.

Here are some of the highlights from this series:

Why prospecting is so essential before you approach a client
Where prospecting falls in the Sales Funnel
What is Lifetime Customer Value (LCV)?
How to create Buyer Personas for prospecting
Tips for creating a compelling case study
Multiple methods of mining for prospects
Prioritizing prospects
Tips for contacting a prospect for the first time
How to organize a prospect’s content strategy by creating a client framework
How to identify a prospect’s content strengths and weaknesses
Uncover threats and issues the prospect may not even be aware of
Create a customized, comprehensive report with the data collected
How to interpret the data to your prospect for a memorable and personalized pitch

What is client prospecting, and why is it so important?

SEO client prospecting is an essential step in client acquisition, as it creates a pipeline of potential customers, provides a narrow focus on the right accounts, and helps to position an agency as a trusted advisor.  However, before learning how to prospect, it’s important to know the who, what, and why.

In this course, we explain the basics of SEO client prospecting, including:

The definition of prospecting
Why it’s so essential before you approach a client
What happens to your sales funnel when prospecting is missing
What is Lifetime Customer Value (LCV)?
Why LCV matters
How to calculate LCV
The Client Sales Funnel
Where prospecting falls in the Sales Funnel
What are Buyer Personas?
How to create Buyer Personas for prospecting

By the end of this course, you’ll have a firm understanding of the fundamentals of prospecting for a client, and a solid foundation for learning best practices.