What actually makes someone spot your business among the millions of others out there? It’s when your marketing messages match their triggers to buy.
Many of the B2B business owners I work with have fallen into the same trap with their marketing messages: trying to speak to everyone, and trying to say everything, all at the same time. What tends to happen is the messages become cluttered and often get ignored.
What are the triggers that prompt interest in your products or services?
In this context, a trigger is the actual moment your Ideal Client Persona (ICP) starts looking for a solution to their problem, the problem your business can solve.
Your ideal client has hopes, fears, ambitions and dreams driving their decisions. To sell to them, you need to understand what is driving those emotions and the events that will trigger them to start looking for the solution you provide.
When you understand their triggers, you can turn them into marketing messages that they can really relate to and which attract them to you.
Their journey, your marketing
It might be a while before they become your client. But this trigger is what prompts them to start looking… and you want them to find YOUR business when they do.
Once they are attracted to your business, they enter your Outer Orbit. They might sit there, quietly watching you and your business to see if you’re what they need.
The tricky part is that you don’t even know they’re there. But this is the first step of them moving closer to becoming a client and taking their Growth Pathways Journey.
Get your marketing messages right at this stage, and you have a marketing pipeline full of people who are looking for what you provide.
Where to start
- Look back at your last few clients or enquiries, and the exact language they used when they got in touch.
- Write those phrases down.
- Use that language as the foundation for your marketing messages.
Because it’s coming from your real clients, not guesswork, it appeals to them.
Watch this short video here for more info:
Where this fits into your bigger marketing picture
Understanding buyer triggers is a core part of the work I do with clients using my Growth Optics Framework, helping B2B business owners build marketing that’s grounded in what their audience genuinely responds to, not what they assume it responds to.
If you want to see how this fits into a fuller approach, including how I map your Three Growth Pathways, take a look at the Growth Optics Framework.
