Creating brand awareness
Creating awareness is all about defining your product, your brand and
becoming product-market fit. Once you can achieve this, then the act of
customer acquisition should follow naturally. Because customers know who
you are and trust that your product will solve problems others can’t,
they’ll become loyal to your brand and recommend you to others.
If they can see a higher value in your product, they’ll even pay a
premium. So consider any and all factors that will make them spend more
on your offering.
Considerations for your go-to-market strategy
Every serious entrepreneur will have carried out all the research
necessary to ensure there’s a market for their product. Most will have
secured feedback from potential customers in order to finalise the
product, its positioning in the market and pricing. This information
will also be central to creating your go-to-market strategy. Certainly,
at this stage, you should know your competitors inside out and what you
need to do to take market share away from them.
Look at acquisition channels and how you can measure success in each.
Score each channel based on how successful you believe they will be.
After that, you can prioritise investment in what you deem to be the
most successful ones.
The next step is to detail what you need to introduce your product
and start selling in each of these channels. Depending on your product,
these channels can include social media, SEO and content marketing,
trade events, paid ads, PR, email campaigns, various types of business
partnerships and direct sales. Getting the right people to help you with
this will require expertise. However, you may already have some of that
talent on-board. To find out, as part of your go-to-market strategy,
complete a review of your talent management strategy by getting in touch
with a specialist at Eximium.
Securing the confidence to go to market
Once you’ve assessed your acquisition channels, examine your
potential customer personas. You’ll probably notice that different
customer segments gain varying levels of value from your offering. Start
by focussing your resources on those customers you believe will gain
most value.
It’s now that you must decide how much money and time you invest in
each channel and customer segment. If you have a team working for you,
delegate tasks and timescales to each member. Again, this is something a
talent management specialist can help you with.
Of course, when you do get to market, you may find that both the most
successful channels and customer personas change. That’s to be expected
as your business evolves – make sure your strategy changes accordingly
in terms of positioning and your product roadmap.
It’s important to realise too that your go-to market strategy doesn’t
end the minute you get to market. You need to review your first batch
of customers to check customer personas and how successful your chosen
channels were before adapting your ongoing strategy. For this reason,
it’s important to put in place a way to track your success across each
of these channels. The more metrics you can use, the more success you’ll
achieve.
The whole goal of a go-to-market campaign is about understanding who
your customers will be, what they value and how they’ll buy from you.
And once you can do that, you’ll discover you gain much more confidence
when it comes to going to market.
Contact us today so we can successfully guide you around the obstacles on your ascend to success.
