Most technology companies face similar marketing challenges including a lacking understanding of their product or its value. Building a solid marketing strategy that harnesses your brand’s unique capabilities and provides value to your target audience is the key to successful content marketing.
In September this year, we ran an all-day brand workshop with our client SICCAR (former Wallet.Services) to help them create a new brand strategy and get the most out of their marketing.
During our workshop, we took a deep dive into:
Read on to learn how we successfully helped SICCAR better understand their brand, their target customers and how they fit into their market niche.
SICCAR enables organisations to share sensitive data through one trustworthy digital platform. Powered by DLT (Distributed Ledger Technology) to address data sharing problems, SICCAR helps private, and public sector organisations share data securely and with confidence.
As a deep tech company, SICCAR faces the challenge of building and introducing new technology to the market and driving commercial revenues to have a product that resonates with customers.
New technology providers must validate and prove the value of their solution to the public. Customers want a digital solution that solves their problem, and often don’t care about the granular details of how the technology works.
SICCAR needed to adjust their brand & content strategy to get their message across and properly educate their prospects and customers.
The first step to creating an effective brand & content strategy is to understand who your target audience is. Who do you want to reach?
One of the key steps in our Brand Workshop was to help SICCAR answer this question and tailor their messaging to resonate with their target customers.
Market segmentation allows companies to learn about their customers and gain a better understanding of their wants and needs. Knowing what makes their target audiences tick helps brands tailor campaigns to customer segments that are most likely to purchase products.
A main benefit of market segmentation is that it encourages the business to focus, as trying to serve too many markets or provide too many products dilutes the business brand.
We helped SICCAR identify two market segments to target:
The workshop environment also helped the SICCAR team verbally discuss and explore key features of each market segment. Not only did this encourage team cohesion, but it also allowed the team to align their understanding of who their target market is.
A customer avatar is a detailed profile of your ideal customers covering everything from their name, age and gender to what worries keep them up at night. Designing in-depth customer avatars helps you put a face on your market segments, which makes it easier to create content that truly resonates with them.
By identifying their market segments and building customer avatars to embody each of their market segments, we helped SICCAR understand who they’re targeting. We also offered clarity about how targeted marketing will work in practice.
Getting to know yourself and your audience is only one of several benefits of a brand workshop. Brand workshops also help you establish a market position by identifying your competitors and what they offer your target customers.
In SICCAR’s case, the workshop also helped them understand how the messaging between their two market segments needs to be different to be effective. The language used and the value proposition varies based on the challenges each sector faces how SICCAR solves those industry challenges. Additionally, the content distribution best practices depend on where your audience spends their time online.
For example, SICCAR’s private-sector persona worries about losing citizen data or falling victim to a data leak, and is more likely to use Twitter than other social media platforms. Meanwhile, SICCAR’s public sector persona needs all operations to run on time, is most reachable via email and only uses social media when it’s community-related.
Being aware of these details not only helps SICCAR tailor their content to spark an interest in these avatars but also tells them where to distribute their content to reach as many target customers as possible.
The workshop was a smashing success and we’re excited to see how the new brand & content strategy will boost SICCAR’s content marketing.
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