The marketing is based on offering solutions to the problems of potential customers … sometimes even before they themselves realize they have a problem. If you offer a product that consumers don’t need, no matter how good it is, you are doomed to fail. On the other hand, if you give them a solution to their difficulties, it will be very easy for you to get your message across. The key is to know how to detect pain points and solve them effectively. Go for it! Do you want to create your ideal buyer persona and you don’t know where to start? Please click here and download our list of questions to create your buyer correctly person who represents your semi consumer fictitious ideal. Pain points or pain points that are in marketing What are pain points or pain points? The points pain or pain points are specific problems faced by potential customers of your brand and your products or services could solve. Customer pain points can be very diverse, so to find them, we must always start from a deep understanding of our buyer persona and the challenges they face in their day-to-day life. Sometimes, customers are not aware that they have a problem, so the marketing work is twofold: on the one hand, make them discover the pain point and on the other, convince them that your product or service is the solution.
To better understand customer pain points, we can classify them into four broad categories :
Financial pain points : Your potential customers are spending too much money on their current vendor, solution, or products, and they want to cut that expense.
Productivity pain points : Your potential customers are wasting too much time with their current vendor, solution, or products and want to make more efficient use of their time.
Process pain points : Your potential customers want to improve processes. This pain point is applied above all in B2B Spain B2B Contact List , in which clients are companies that want to be more efficient in their day-to-day life.
Customer Support Pain Points : Your potential customers aren’t getting the attention they need during the sales and post-sales process.
Classifying pain points in these categories helps you decide how to position your product or service as a solution . For example, if your customers’ problems have to do with productivity, you can highlight how easy it is to use your product or service and how it will help them to be more efficient and save time. Of course, it must be borne in mind that problems are not usually easy to solve … if not, they would not be problems! In many cases, pain points are not easily categorized, since they combine difficulties from different categories that feed into each other. Therefore, we have to do a thorough job to identify what pain points really consist of and how we can propose solutions. How to spot your customers’ pain points Although many of your potential customers are likely experiencing similar problems, the causes and ways of solving them may be different. Therefore, it is necessary to take the time to do in-depth qualitative research . Keep in mind that pain points are often very subjective, so it will not be easy to detect them with closed surveys. Instead, we will have to spend time and resources listening to both customers and sales reps who deal more closely with them. We are going to see some of the most used methods to obtain information about pain points.
Focus groups and online surveys The groups focus is a qualitative research method used in advertising to the views of a group of people about a product or service that is to organize a debate between a group of customers . Typically, a focus group has between 5 and 10 people and is led by a moderator. The function of focus groups is to capture and analyze the opinions of current and potential customers of the company, and can be guided to identify difficulties or pain points related to the brand. The moderator poses a series of questions to the group and leads the discussion. Usually between 10 and 15 questions are asked and the dynamic lasts between 30 and 90 minutes. This technique allows us to obtain a large amount of qualitative information , especially if we organize several focus groups around the same topic to have a broader customer base. But the truth is that the costs are not within the reach of all brands. A more affordable alternative can be online surveys with open questions , which allow users to develop their responses. We can offer a special discount or promotion to encourage participation. Blog analysis Blogs in your sector can be a good starting point to take the pulse of your buyer persona. Pay special attention to the most shared articles, as this indicates that they have managed to attract the attention of the audience. What kinds of problems do they pose and what solutions do they propose?
It is also very interesting to analyze the comments . Take a look at the most popular posts and analyze the comments that express concerns, doubts or problems. What trends can you identify?Keyword analysis One of the first things we usually do when we have a problem is … Google. Therefore, if we analyze the most frequent searches of users around our sector , surely we can identify the pain points that concern them the most. To get started, use a tool like SemRush or Google’s keyword planner and enter a few terms related to your product or service. Pay special attention to keywords that ask how to do a task or solve a specific problem. Social listening on social networks Social networks are another very relevant site to listen to your potential customers and find out what they think. Search for keywords related to your brand and the competition and see what are the most common problems that users face. How could your products and services help solve them? Meetings with your sales team Your sales team is the one that is closest to your customers and knows very well what their concerns are. So don’t hesitate to ask their opinion on the most common customer complaints and objections and seek suggestions for resolving them.
Of course, you will have to guide the conversation well to distinguish between the real problems of the clients and those of the representatives themselves (for example, “the leads that the marketing team passes us are not qualified enough”). It is also interesting to consult with your customer service team to see what are the most frequent problems they have to solve and see how to incorporate solutions to them in your Spain Business Email List messages. How to use pain points in your Spain Business Email List You already know what the biggest problems your customers face are.
Now, let’s see how to take advantage of this knowledge to get more conversions. Write down these recommendations:
Target your messages based on the type of pain point you have identified. For example, if the biggest concerns of potential customers are related to the economic, you can focus your campaigns on offering discounts and payment facilities or on comparing favorably your prices and those of the competition. Launch ad campaigns targeting different pain points . This is what is known in marketing as “agitating the problem.” For example, you can start your ad copy with a headline like “Tired of …?” In this way, you manage to attract the attention of the user who experiences this problem, and then propose a solution through your brand. Use adjectives that reassure potential customers about your pain points. For example, you may have identified in your qualitative research that users refer to a particular process as “cumbersome, difficult, and expensive.” By contrast, you can present your solution as “quick, easy, and inexpensive.” Be specific . Few things attract users more to a brand than feeling understood. It is not about reaching everyone with your messages, but about making your buyer person feel identified. Use the information you have obtained in your research to specify your messages and reach exactly who you want to reach. Orient your landing pages based on pain points. Instead of explaining the technical characteristics of your product, talk about how it can help solve the problems that your potential customers are facing. Target your search campaigns with keywords targeting pain points . If a user is looking for how to solve a specific problem, you know that there is a good chance that your brand’s solution will interest them. Therefore, create specific search campaigns for these keywords and you will see how conversions grow.