In today’s competitive marketing space, the days of casting a wide net and hoping for the best with your marketing efforts are over. To convert more prospects into customers, you need a thoughtful strategy that delineates how you plan to attract your customers, what it will take to keep them engaged, and what kind of results you are hoping to achieve along the way. When crafting your strategy, take into account your customer personas and how each of them will benefit from doing business with you. Identify different outreach methods and messaging that highlight the products and features your prospects will likely find most appealing. Using this information, develop a go-to-market plan that outlines how you plan to engage these prospects at every stage of the buyer journey. 

For example, depending on what you’re selling, targeting your customers by industry might be a good place to start. Consider how these prospects are more likely to consume information and use these channels to deliver relevant content and messaging that match their industry language and

Developing a robust content library that accounts for multiple product, service, and feature lines at every stage of the sales funnel can help you prepare to strike while the iron is hot once the decision-making process comes around. When creating content, consider each of your customer personas and their stage in the sales funnel, and create a variety of assets that address their pain points, interests, and will help them make a final decision. If you already have some content ready to go, you can be proactive by working with your team to identify any content gaps that need to be filled. Over time, work to address these needs so you’re prepared with the right content to engage your prospects at all times.