In the realm of marketing, identifying pain points is key. As discussed in a previous blog, identifying your ideal client, partner or investor is just the beginning of a successful marketing campaign. Next, you need to understand the problems your product or service solves. In short, why buy from you?
Understanding Customer Needs
Marketers refer to this problem-solving as identifying ‘pain points’. A strong motivation to act is when we feel pain, such as stress, frustration, exhaustion, a sense of injustice. We all make decisions with our emotions and justify with our logic.
Understanding this is essential for impactful marketing. However, each ideal client group needs a different message. That’s because they have unique pain points.
For example, if you’ve made a medical device that helps clinicians, your message might focus on patient care. When talking to business partners, you might highlight speed to market. For investors, it’s all about ROI.
To break it down, if your product or service helps make an engineer’s or a clinician’s job easier, clarify in your marketing:
- What aspect of the job does it address?
- How will it make the job easier?
- How does the potential client feel at the moment about this aspect of their job?
By understanding and showing empathy, you’ll attract people to your product.
Strategies for Identifying Pain Points in Marketing
To identify these pain points, you need to know your market and clients. Speaking to different people within the industry, working with an unbiased third-party inside or outside your organisation and with your current customers will help to identify:
- Current pain points.
- What triggers action.
- What prevents them from buying a product or service.
Knowing why people buy and why they don’t buy, as well as the problems, the purchase solves provides a great foundation. This will help to build a successful marketing campaign.
(Marketing is all about attraction – sales is about action. Until you have attracted the right people to your business and your product or service and start those vital conversations a sale is more difficult to close. )I feel this is lost here – probably needs a short blog on it’s own or to be at the start of another blog
If you think you could do with some guidance on identifying your ideal clients and their pain points within the science, technology and engineering sector contact Priddey Marketing today.