This is a continuation from Part 1: The Power Guide on B2C Go-to-Market Strategy.
B2C Go-to-Market Strategy Step #1: Identify and Empathize with Your Buyer Personas
Your buyer personas are the answer to the question, “who has the problem I’m solving or need I’m filling?”
To isolate who they are, start from the problem and then work backward. For example, you probably got the idea for your product by either personally experiencing this need or want, witnessing someone else having it, or noticing a gap in the market that doesn’t address it.
So, work backward. If you’re creating a dating app for magicians, the problem is that magicians have a hard time connecting with one another. Who has that problem? Magicians.
Additionally, what do their demographics, psychographics, behavior, and geographic characteristics look like? Why do they have such a hard time finding one another? Finally, what does their day-to-day look like in terms of dating and looking for a partner?
Once you have these answers, you’ll be able to empathize with them. Then, you’ll be able to effectively craft your messaging, marketing channels, and distribution strategies such that they reach and connect with them.
Of course, all of this information should be backed by robust qualitative and quantitative data achieved through market research. Therefore, you’ll want to use both primary research (surveys, questionnaires) and secondary research, such as competitive analysis and scouring for data that’s already available.
B2C Go-to-Market Strategy Step #2: Create a Value Matrix to Identify and Test Messaging
Once you’ve gotten to know your buyer personas very well, it’s time to craft the messaging you’ll orient towards them. For example, magician X, Robert, is a man from Milauwakee in the 50 to 60-year-old range, twice divorced, with three adult kids. The value he’ll retain from your product might be different from that of Jenny, 26, no prior long-term relationship, no kids, from Los Angeles. Or not—but that’s where your market research will come in handy.
So, when you isolate the personas, their specific painpoints, and the product value they retain—you’ll be able to craft the message that most effectively communicates your value proposition to that buyer persona. That’ll be your value matrix.
And once you’ve crafted your messaging, it’ll be time to test it.
You’ll want to use your advertising channels and marketing platforms to target your buyer personas specifically. You’ll want to test the advertising channel you choose, the audience you target, and messaging that’s tailored to them.
And, you’ll want to do this on a relatively small scale—and before spending a lot of resources (both financial and reputational) on messaging that might not work.
If you see higher CTRs, engagement, or conversion rates of specific demographics or buyer personas, you will get a clue you’ve hit the target. If not, you’ll know you need to adjust something. Moreover, with those statistics, you’ll know where to invest your ad buying resources—and where to not.
B2C Go-to-Market Strategy Step #3: Establish Your Sales and Distribution Strategy
Your sales and distribution strategies are, in essence, how consumers get their hands on your product.
A digital product—like the very hypothetical app we mentioned—might be an app sold through an intermediary (app store) on a fee-based subscription model. Alternatively, it could be a website hosted by the company and sold in a more D2C fashion.
The point is to choose the sales and distribution strategies that fit your buyer personas best. So, for instance, your users might be big on mobile, and your digital product lends itself to be taken on the go and location-based. In that case, it may be best to stick with a distribution channel that uses an intermediary so that you can leverage the platform they give for ASO (app store optimization).
B2C Go-to-Market Strategy Step #4: Craft Your Marketing Strategy
Your marketing strategy will (and should) revolve around the following tenants:
- Connecting with your buyers through empathetic, personalized messaging
- Crafting and distributing content to boost engagement and increase awareness
- Using social media marketing with paid targeted ads that attract and pique the curiosity of potential buyers
- Taking advantage of ad retargeting to harness the power of multiple exposures to your brand
- Hiring influencers to build brand awareness that’s infused with trust
- Aggregating and publicizing social proof (feedback, reviews, testimonials)
- Selling directly through brick-and-mortar establishments and IRL advertisements
B2C Go-to-Market Strategy Step #5: Churn Out and Optimize Content
Additionally, there’s this point about content marketing: 94% of B2C marketers are either planning or already have a content marketing strategy. And that’s not surprising—content marketing is an essential part of a B2C go-to-market strategy.
Content marketing can include blog posts, infographics, case studies, white papers, videos, podcasts, and tutorials. However, it’s essential to ensure that these materials bring personal value to the consumer exposed to them.
Well, this was a lot. We know.
Coincidentally, hi, we’re Goji Labs—a product and software development consultancy with experience in designing, “rescuing,” and deploying hundreds of products.
Have any general questions about who we are and our authority on the subject?
– Goji Labs