A GTM strategy stands for Go to Market; it is a short and long-term strategy used to connect with new and existing customers and enhance engagement with your brand. However, GTM strategies are complex and take time to arrange, they can also be expensive, so you need to make the most of your campaign by optimizing it correctly. Read on for more information.
Define Target Market Personas
Before you do anything for your GTM strategy, you need to define your target market personas. Every product or service has the perfect customers, and finding this ideal customer is the best way to build your GTM strategy around; it helps to focus the product and measure your success.
A target market can be identified in a number of ways, starting with basic identifying information and demographics. What age range are you aiming for and does your target market have any special interests or life challenges. Once you have a persona, you know those to whom you are selling, then you can ascertain the correct business leads to fuel your campaigns
Map the Customer Journey
From start to finish, you want your customer to have an enjoyable and inspiring experience with your brand; that is why the customer journey is so important. But not only do you need to make the customer journey enjoyable, but you also need to deal with your complaints efficiently.
The customer journey has three broad sections; these are awareness, consideration, and decisions. Awareness refers to the interest or complication your customer is looking to resolve; consideration is their use of your brand, while the decision is when they choose your product.
For example, if you are marketing for a home solar company you would want to ensure that you are targeting the correct homeowners and focusing on their persona and pain points while identifying and implementing a cost-effective solution that will save homeowners money and potentially eliminate their electric bill.
Define your Positioning
Every company needs a unique selling point that makes them stand out from the crowd; that is because most markets are saturated and require something special to offer customers. When customers need a service, they tend to perform broad searches, so you need good positioning.
Positioning refers to the process of finding your USP and marketing it in the right way. Remember, you cannot be all things to all people; you need to narrow your product potential and focus on the benefits you can bring to customers. This makes a significant difference to your GTM.
Generate Short Term Interest
Once you have your customer persona set out and your customer journey well optimized, it is time to position your company with marketing strategies and start to generate short-term interest. In any marketing campaign, you need to be ready to create quality short-term interest.
GTM campaigns are a big investment of time and money, so you need to make them work for you. Consider self-service, inside sales, field sales, and channel sales; also, remember to buy email lists and use as much social media and digital advertising as possible to increase your engagement chances.
Develop a Long-Term Strategy
When your GTM campaign is finished, you should have a substantial number of new customers, leads, and revenue, but the story does not end there. If you are smart, you will track your engagement levels for a long-term strategy that can be focused on and optimized in the future.