Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
PAIN POINT UNDERSTANDING
To get audiences to know you “at the top of the funnel, you want to build awareness with your content. Your target audience might know they have a problem, but they aren't sure how to solve it. At this stage, you can focus on (1) brand awareness, (2) broad pain points, and (3) common questions” (Hubspot). An important distinction should be made at this point between what is meant by a pain point and a brand’s perception of a potential solution. A brand’s tendency to see problems from the perspective of their product or service not only eliminates an opportunity to display real empathy, but it often leads to an overt (and premature) persuasion appeal that will turn off audiences as they see right through the opportunistic intentions.
Although the concepts surrounding storytelling and connecting with pain points differ in many respects, their objectives remain the same in the following ways:
No reference to brand solutions
• • •
Focus on struggles
Demonstrate empathy/understanding
The types of pain points experienced by buyers (B2B) and consumers (B2C) vary widely across industries. However, in a study by Brisk Logic, the seven pain points below were identified by small businesses,
Targeting Small Business Pain Points in 2024
Wasting money on unnecessary things
Understanding trends in the economy at a larger scale
Not enough hours in the day
Employees not working to their fullest potential
Growing awareness of brands
Lack of customers
Losing track of Inventory
| 29
Made with FlippingBook interactive PDF creator