December 8, 2020
TL:DR - Different types of customers are going to use different features of your product, so there is no point in trying to pitch everything to everyone. Instead you can highlight exactly how your product suits your customers through different sales pages that speak specifically to your customers problems and needs, how they talk, and why the solution you provide is perfect for them.
Any successful business already has a clear knowledge of their customers and audience.
Some businesses have documentation for internal teams to keep them focused towards their customers when developing new features and products, while other businesses conduct interviews with their users to better understand who they are and the problems they face.
But even with all this information, few businesses develop sales pages that target specific customer problems and solutions.
Marketing websites for digital products are usually outlining the different features offered. I'm not saying this shouldn't be done. In fact going into detail about each feature can be helpful for a customer who is looking to have a specific question answered about whether a feature will perform a certain task.
The main issue is that if a website is too caught up on product features, it can overlook the fact that different types of customers will use different combinations of the features; which is exactly what should be highlighted.
When you're designing your homepage it's hard to get specific about the right things to talk about, as you have to pitch everyone who comes to your website in the exact same way. It's like doing door to door sales with a blindfold and headphones on, you don't know anything about who you're pitching to.
So when you build different sales pages for the different kinds of customers you have, you can have more specific and refined pitches about how your product works for their situation.
You can call on the specific problems they have, the ways they think and talk, and then show them the solution that is made for them.
A good salesperson crafts their pitch around who they are talking to. They can say to the customer, "I see the situation you're in, I understand the problems you are facing, and I can fix that for you".
Besides, when a product is "one fits all" it ends up fitting nobody; so why would you try to sell that way?
It should be of no surprise that you want to know as much about your customer as possible. This doesn't mean you need to be sitting in a tree with binoculars to figure out more about your customers, as there are plenty of ways to talk to your customer where they will happily chime in.
Ask more questions on signup
Users in general don't like long sign-up processes, unless it means the product or app will be more personalized for them.
In this way, if you sway your questions to feel more like an on-boarding process, then this cuts out a lot of the friction. This is a great, simple way to ask more without making users sigh.
Make sure you're asking simple questions that can be answered with a dropdown. Instead of asking a question like "what size is your business?" and having a user input their size, offer them options like "1, 2-10, 10-100, 100+" to allow them to select an option easily. Even better than a dropdown, have the 4 options as buttons to click on.
This way you can ask plenty of quick-fire questions without your users getting frustrated.
Reach out to customers
User feedback is always great and most digital SaaS companies already gather user feedback in a variety of ways.
But for the users who don't want to have to fill out long lists of questionnaires or jump on a call to do a full one-on-one feedback session, you can still touch base with a couple of simple questions to learn more about your users.
Using the same technique as before, don't make them have to write anything, just give them quick multi-choice questions that can be answered without too much thought.
If you can't have discussions with your customers on the fly, then think from this perspective; how would you normally adjust your pitch to talk to different potential customers?
What's the language that you use or leave out? What do you say to them to create importance or urgency? What's the most fitting plan that you offer them?
Examples of customer types
There are a couple of different ways to segment your audience based off of your users or customers.
By organization type/size:
By company role:
Once you feel comfortable that you know who your different customer types are and the main categories of businesses (or situations) they are in, you can start to build sales pages specific to them.
A sales page is only as good as how well it knows the problem that it's solving. If you're still not absolutely sure what problems you're solving for each segment of the customers you have, you need to go back and ask more questions. Once you know, it's much easier to focus around the problems you solve for those customers.
Nobody likes missing out, including businesses. Through your different sales pages, you can change your customer logos and testimonials depending on the customer type.
Selling to accounting firms? Show logos of the accounting firms who are already using your product and what they are saying about it. How about schools? Same deal, show them the organisations they recognise who are already on board.
The call to action
You want to base most of your content around the CTA that you're leading your customer to. If you're creating a sales page for startups, you wouldn't ask them to start off by paying for the most expensive plan.
For example, Notion has built a sales page for startups in which Instead of pitching the most expensive or even the cheapest plan, they have gone one step further and offered a $1000 credit towards their product.
Time to let your product shine. When you explain product features from the perspective of different customer types, you can understand their individual use cases and show off how it best works with their day-to-day systems.
Smaller businesses are going to be using certain features of your product more than enterprise companies, so highlight this. Don't let your customers get shaken off if they think their business size or type won't suit your product. Instead, show them the exact way a business just like them has already integrated your product into their systems.
Now that you are pitching to move specific customer types and are solving more specific problems, advertising becomes easier. Instead of just advertising your product you’re advertising a specific solution, to a specific problem, for a specific audience.
When potential customers are researching how to solve a problem they have, they will always be deciding between a couple of different solutions. But if they find a solution that’s speaking specifically to them and their situation, they are a lot more easily swayed into signing up.
If you already have buckets of information about your customers, then you're most of the way through this process. The first thing to look at is how to categorize and segment your different customer types into size, industry, team or role.
Once you're comfortable with your customer types, figure out what documentation you have for these different segments, or just think about how you would pitch your product to them if you were approached by one.
Once you have your different pitches, you can start to formulate a set page design that can be adjusted for the different customer types. You don't need to come up with different page designs for each type, just create a standard design in which you can change images, copy, and graphics to suit the customer.
Show your customers why picking your product over the competition is a no brainer.
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