ターゲット・マーケットの定義
セールス・パイプライン・マスタークラス前編
As a startup founder, marketer or sales professional, one of the most important things you need to do is define your target market. After all, it is what lays the foundation for your marketing strategy – influencing everything from how you name your product, over how you develop it, down to which market segment you end up focusing on.
Simply put, the better you understand your target market, the closer you are to being able to market your product to the right audience at the right time. And in this lesson, we’ll show you how to do just that.
1.現在の顧客のデータをまとめる
Similar to how you’d audit your resources, dig out all the data you have on your existing customers. Look into where you reached out to them or how they discovered you, and why they chose to buy from you. List the common characteristics, interests and conversion cycles of these customers and identify those that bring you the most business. This will help you get started on identifying people who are more likely to benefit from your product, and vice versa.
If you’re just starting out, we recommend compiling all the data you brought together to create your product research document. Write down why you started to build the product, where the idea came from, what challenges it solves and what kind of people are more likely to benefit from what you offer.
絶対に見るべきデータには、以下のようなものがある：
- 一般的な属性（年齢、地域、性別、言語）
- 役職／職務
- 業界と企業規模
- 興味と目標
- 消費力と消費パターン
- 課題
上記のようなデータを得るには、CRMや会計プログラム、データベースを調べて、既存顧客や見込み客との継続的な会話の概要を把握するのがよい。同じテーマに関するデータをさらに追加するには、LinkedInやその他のソーシャルメディア・チャンネルでさらにリサーチする。さらに、直接、吟味されたデータを得るために、できるだけ多くの顧客との面談を予定する。
2.ウェブサイトとソーシャルメディアの分析を深掘りする
Once you’ve compiled the data that is readily available to you, add another layer of data on top of it by digging deeper into your website and social media analytics to fill the gaps and identify your customers better.
ウェブサイトのデータは、訪問者がどのように貴社を発見したのか、どのようなキーワードを使っているのか、どのチャネルから来ているのかを知ることができるはずです。このようなデータは、ターゲットとする市場の心理を理解し、適切なタイミングで適切なメッセージを発信するのに役立ちます。
Your Facebook Page’s Insight section gives you info about your audience demographics, including similar pages they have liked or are engaging with actively. The ‘top posts’ section in Insights, also gives you a quick snapshot of what content has performed well for your competitors. Use this data to shape a content calendar that is designed for higher engagement.
Similarly, log into your Google Analytics to discover how people are reaching your website. Heading over to ‘Audience’, you can find out in-depth data on your audience – their demographics, interests, geography, behavior, the technology used, and even their interaction with your site with ‘user flows’.
Tracking and recording such data while you’re defining your target market also helps you identify what keeps visitors engaged on your site, where they drop off and how you can optimize the pages to convert as many of them as possible. Google Analytics also lets you dig deeper into the source of traffic – helping you understand which channel works the best for which customer segment.
Googleアナリティクスは私たちのほとんどにとって頼りになるものだが、Sprout SocialやAgoraPulseのような他のツールもあり、統一されたダッシュボード上で複数のチャネルから実用的な洞察を得ることができる。
3.競合を監視する
Now that you have documented who is already interacting with your business and who might possibly be interested in what you’re offering, it’s time to look into what interests them apart from you – especially your competitors.
While you won’t get access to all the insights of your competitors’ audience engagement, you can take a look at their websites and social media channels to gauge how they’re approaching their target markets. Everything from their web copy to the illustrations they use to explain what they do is indicative of what is working in your target segment (or not) and hence will give you a head start on what you need to do to position yourself better.
さらに、SEMrushやAhrefsのようなツールがあり、競合がターゲットにしているキーワードや、競合に最大のトラフィックをもたらしているサイト、競合が行っている有料キャンペーンなどについての洞察を得ることができる。あなたのメッセージングを改善するために、あなたの文書化されたオーディエンスセグメントに関連するすべてのデータをメモしておくことは良いアイデアです。
For example, if you’re offering an app marketing suite, you could run your competitor link for analysis on Ahrefs. As you can see here in the screenshot, the tool points out their top performing pages and the content that they cover. Heading over to the pages, you can further gain insights into what messaging they use, what problems they are trying to address and optimize yours accordingly.
4.顧客ペルソナを文書化する
Once you have identified the key data points that define your target market, it is time to further give shape to your document by creating ‘customer personas’. The aim of creating customer personas is to be able to define an individual by their demographics, interests, preferences, purchasing power, challenges and the solutions they’re looking for.
Similar to how it is important to do a little research on the person you’re going to have a meeting with, to have a meaningful conversation with your customers, you need to know a little about them and what they do.
A good way to start this exercise is to conduct a customer/ prospect survey or in-depth research, to be able to write down everything that defines your ‘ideal customer.’
To make things even simpler, head over to ‘Make my Persona’ by HubSpot. The tool helps you create buyer personas that can be used across teams for marketing, sales and more. It walks you step-by-step through the process, telling you why each step is important to complete.
プロのアドバイスだ： それぞれのペルソナを明確に区別することを忘れないでください。
The reason you’re creating personas is to be able to tailor the experience and marketing strategies to the different target segments of your audience. If everything overlaps with one another, you’ll just end up using the same promotional message for them all, lowering the engagement you could generate otherwise.
Start by analyzing your most successful customers. This will help you create your core persona and give you direction to create the next one. If you don’t have enough data to create three personas, stick to two until you do. There’s no point spreading yourself too thin.
5.製品とサービスの価値提案を明確に述べる
Your product or service could have endless features to offer, but that list is of no use if your target segment can’t understand how they would be of any benefit to them or identify how you’re different from your competitors. You need to clearly link a value proposition to the problems that different customer personas are facing.
ソース。
Let’s give you a simple example. IKEA is popular for two things among many – how budget friendly they are and their smart furniture features. While one audience segment might respond to a message that talks about their functionality, the other could be more likely to engage with the brand on knowing how cost-effective their products are. The same psychology holds true when you are creating your target market statement for any industry.
A simple way to do this is to take into account persona names and create a simple statement for reference. This statement should include which persona you’re addressing – their sample name, what you’re offering to them, which of their goals it will help them achieve, and what message your competitor is using to target them.
Here’s a simple template from Strategyzer:
6.ターゲット市場とペルソナを再検討し、最適化する。
先に定義した顧客ペルソナへのアプローチを開始したら、継続的に調査に戻り、受け取った反応や顧客のライフサイクルに基づいて最適化する必要があります。
あなたが成長し、より多くのデータを取得し続けるにつれて、ターゲット市場と顧客ペルソナを洗練し続けることが重要です。これは、理想的な顧客をよりよく特定するのに役立ちます。あなたの顧客理解は、あなたのビジネスを左右し、あなたが行う他のすべてのことの基礎を築くことになるのですから。
ターゲットとする市場が常に現在のトレンドと同期していることを確認しなければ、競合他社に市場機会を奪われてしまうかもしれない。
Once you have your target market and customer personas defined, document them separately and on-board your team to them. It’s important they remain up-to-date with the data; this will ensure that you maintain a consistent message across all channels, and throughout the customer life cycle.
あなたのリサーチ結果を活用する準備はできていますか？すぐに以下をクリックしてください。 セールス・パイプライン・マスタークラスのパート2：B2Bリードリストの作り方</p
“This post is Part One in a new マスタークラス 営業パイプラインの作り方シリーズ.強いチーム作り セールスパイプライン is the #1 key to sales success. That’s why we created this indispensable step-by-step guide, to teach you how to build your pipeline the right way.” – Jeroen Corthout, co-founder Salesflare
この記事を気に入っていただけたなら幸いです。もし気に入っていただけたなら、この記事を広めてください！
👉 で@salesflareをフォローできます。 ツイッター, フェイスブック そして LinkedIn.
- 4 B2B Sales Strategies Guaranteed To Bring You More Customers - 5月 30, 2024
- How B2B Companies Can Integrate Sales Tools - 4月 18, 2019
- How B2B Companies Can Automate Customer Data - 4月 11, 2019