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Building your PropTech marketing machine: Part 3, Strategy

This series will focus on the various elements of building your PropTech marketing machine: People, Tools, Strategy, and Execution. This is Part 3, Strategy.

The core of a great strategy lies in understanding who your customer is, what they want and need from you, and how you're going to deliver it. You can't assume you know the answers to these questions, so we're going to cover how you gather that information first, before showing you what to do with it.

Stage 1: Research

Don't put the cart before the horse - make sure you follow these steps first before drafting any materials!

  1. Be clear on your TAM (Total Addressable Market) and ensure you're reaching out to people who will benefit from your product as it stands today, not as it will become with further development.

  2. Ensure product-market fit. It's not enough that your product benefits your market, there also needs to be a desire to go through the purchase/onboarding process, and a willingness to pay for the product. When you consider what people are truly willing to pay, does it stack up to your target performance metrics?

  3. Talk to your customers - presuming you have at least a couple! You need to know what information they used to make their buying decision, what product/service benefits they enjoy most, and wherever possible, you need to get positive reviews and case studies from them.

  4. Talk to your prospects. Do their requirements match up with what your customers are saying? If there's any mismatch, you're going to need to take that into account when you test your messaging.

  5. Last - and definitely least - is to look at your peers. I never advocate copying your neighbour's work, but once you've done the above 4 steps, it doesn't hurt to take a look at what other people are doing, and if they're covering off any key points you may have missed. Whatever you do, don't be too swayed by the competition. There's no guarantee that their messaging or branding is necessarily going to be any better than yours.

Stage 2: Draft your test messaging

Now that you've got an idea of who you're talking to and what you should be saying, it's time to draft some test messaging.

  1. Using your initial research, it's time to put together your content ideas. I usually come up with 4-7 "high-level" concepts to start with - just a couple of sentences each.

  2. Each concept should be focused on one single idea, whether it's a piece of excellent customer feedback, a meaningful performance statistic, or the most attention-grabbing product feature you've got.

  3. It's good to have a variety of key messages, from the simple high-level introduction of who you are and what you do, through to measurable performance metrics, client reviews, and case studies. Above all, keep these customer-centric.

  4. For each of your messaging concepts, you'll want 2-3 versions of each to see which lands best. Think about how you might try different headlines or subject lines, what key words or phrases might resonate best with your audience, and what you want to prioritise.

  5. Place these messages in the right order. Customers need different information at different stages in the pipeline, and it's important to consider your deal stages when mapping out your test messaging.

Now you've done the basic groundwork for developing your marketing strategy - nice work. The next stage is to start the practical implementation and testing process to find what works best for you. Look out for my next post to learn how!

Did you find this post useful? Would you like some support in making it all happen? Book a call with me today - I'd love to chat with you!


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