At the Right Time

If you’ve got the right message for the right person, you’re half way there. Now comes, in my opinion, the hardest part of getting it ‘right’ – timing. Timing the customer journey is a real challenge, but it's crucial for marketing success.

No matter how great your story, if you’re solving a problem your target audience isn’t ready to consume, it’s all a waste. To do it right, timing the journey involves understanding buyer motions, external data, capturing industry trends, and the evergreen solution - SEO.

Understanding Buyer Motions:

Buyers are not static; they move through various stages in their purchasing journey. Recognizing and aligning with these stages is fundamental. The easiest example, when you build a new house, you’ll start to get lots of offers for window blinds, because marketers know when people have bare windows they are in the market for blinds. Closer to B2B tech, companies issuing requests for proposals (RFPs), are sending a clear and obvious sign that they're deep into the decision-making phase while some verticals have apparent buying cycles like fiscal years or prior to their busy season. Timing your message to coincide with these motions ensures it reaches the right ears at the right time, increasing the chances of a positive response.

Leveraging External Data:

External data sources are goldmines of insights. Market research reports, Google Trends and industry publications can help triangulate when your target audience is most receptive to your offerings. Keeping a watchful eye on your competitors' moves can also be informative, not as a one off, but as an industry. By understanding what's happening around you, you can fine-tune your timing strategies for maximum impact.

Capturing Industry Trends:

Staying informed about industry trends is like having a crystal ball for timing. Knowing the latest developments in your field allows you to anticipate when potential customers might start seeking solutions like yours. Selling an AI solution just a couple of years ago might have been hit with a headwind, however, the market is more receptive to AI-based solutions now. This proactive approach allows you to be first to capture demand and create a leadership position, ahead of the competition, ready to meet the demand when it arises.

The Power of SEO, Content, and Inbound Strategy:

An effective SEO, content, and inbound strategy is your secret weapon for conquering timing challenges. By optimizing and maintaining your online presence by delivering valuable content, you can attract potential customers precisely when they're in the research phase, i.e. when they’re typing their problem into search engines. This provides more of a buffer on timing your customer’s journey, you don’t have to nail the day, week, or month. The content can attract them for as long as the algorithm finds the content useful. And once those keywords are typed-in, your offerings are positioned at the exact right time – when your prospects need them.

While mastering the timing of the customer journey can seem like a daunting task, it's essential for marketing success. Understanding buyer motions, leveraging external data, staying informed about industry trends, and implementing a robust online strategy are all pivotal components of successful timing strategies. By getting the timing right, you're not just delivering a message; you're capturing demand as it’s being created.