[From Entrepreneur.com…] Because we live in an experience-based economy, it doesn’t matter if you’re designing your customer experience intentionally or not: You’re still delivering one. Messaging plays a major role in reinforcing or diluting that experience. Here are four steps you can take to help your business appeal to new demographics.
1. Develop robust personas.
Every landing page, blog post or article you put out there should align with a distinct persona to effectively connect with a desired target audience. A CEO, a parent and a college student all require different messaging to inspire a response.
A seemingly obvious but often overlooked way to gain a better understanding of your current or potential customers’ needs is to ask them directly. Surveys can be effective, but personal, one-on-one interviews are better, even if you can only conduct a handful. Offer a small incentive to gather eager participants, and ask questions designed to reveal what motivates them and why they chose your product or service.
At Pharos, we need to shift our messaging to highlight the parts of our business that are relevant to each specific persona we target. We use three aspects of our value proposition to position ourselves in a way that aligns with what our audience cares about most. Print management solutions lower expenses (business owners love that), improve security (CIOs and IT directors love that) and boost sustainability (which should resonate with everyone). All three messages mutually reinforce one other and are consistent across experiences.
For example, we worked with one university’s leadership who wanted to reduce and manage back-office printing costs. To help get employees on board with secure print workflows, its leaders promoted the sustainability aspect of print management’s value proposition and subsequently were able to save $3,000 a month while significantly reducing the university’s carbon footprint.