On a recent sales call, I asked the prospect, "What is the biggest challenge your company faces in the industry?" His answer was that his sales representatives struggled in getting appointments to see decision makers, to explain the products and services they offer.
I asked him whether his company had ever advertised. He said they had not. I explained that an advertising campaign through industry-specific media would place his company's message in front of their target audiences and help to make his sales representatives' jobs much easier.
Reaching a target audience through an advertising campaign is a simple concept, but, sadly, some companies choose not to do so, for one reason or another.
If your prospects aren't even aware that your company exists, your sales representatives are fighting an uphill battle.
Conversely, when your target prospects have heard or seen your advertisements in trusted media sites, they are more likely to be receptive to calls by your sales representatives. Advertising helps to create a level of familiarity.
In order to reach your target audience through an advertising campaign, you should understand what media platforms your target audience is using and where your prospects look for content.
Where do your prospects go for industry news? Do they read trade magazines, or do they prefer to stay up-to-date on news by reading it online? Do they enjoy listening to online radio programs/podcasts? Knowing which platform to use in order to reach your target audience is crucial in making your advertising campaign as effective as possible.
Paperitalo Publications is the trusted source for news in the pulp and paper industry. Professionals look to our media for news, stories, and information more than 20,000 times per day. If you want to place your message in front of your target audience through unique and exciting ways, we can help you accomplish that.
With the ever-expanding digital world that we live in and the expanding social platforms available, people process and remember information differently than in the past. Since information is so readily available, people no longer have a reason to remember anything. Instead, they can find it online whether from searching online or simply asking someone through a social media network.
Will someone remember to pick up a trade magazine when looking for a specific product or service when they need it, if they still have that magazine, or will they decide to go online to find what they are looking for?
Where and how your digital marketing reaches and engages business decision makers matters. Where you advertise, how you advertise and how you follow up, all contribute to your prospects understanding of your brand and the value they place on it. The ways of effectively reaching your target audience have changed and will continue to morph and evolve in the future.
Change with the new media--and don't get left behind.
