How to Use the Cloud: Preparing your Marketing Plan

Preparing a marketing plan for your new cloud solutions will be the essence of your campaign for selling. Creating a comprehensive campaign that outlines the benefits of your solution for your customers will help facilitate understanding of your product and, eventually simplify and encourage adoption.

A marketing plan outlines how your corporate team will position and present its cloud offering. Its main components are: creating buyer personas, drafting a benefit statement, outlining your approach and measuring your results. Keeping these elements in mind, you can create an effective marketing plan for your whole team.

1. CREATING BUYER PERSONAS

The first and most important step in creating any marketing plan is to determining who your target audience is and learning about them. Outlining a buyer persona is a fictional character of a typical buyer. Consider their role within the organization, whom they report to and their daily activities. Once you know whom you are speaking to, you can create a message that has been written specifically for them and their unique interests.

A persona should address the typical audience member’s position within a company, for example a CTO or a business development manager. From here, you can address their unique challenges. A CTO might face challenges regarding legacy infrastructure and software integration, whereas a business development manager would be more concerned with profit margin and ease of implementation among end users.

                                                                                                                           

2. DRAFTING A BENEFIT STATEMENT

At the end of the day, your customers aren’t really interested in your solution and all of its features. They want to know what benefit it can bring to their company. How will cloud computing streamline their processes? How will it save them money? Highlighting the benefits that cloud computing will offer them rather than the physical components will be a much easier sell for you and your customer.

Some of the benefits you can include might be: ability to use legacy infrastructure to save money on implementation of your cloud environment, or customizable appstore to deliver existing applications through the cloud environment to your employees. Creating a link between the physical components of your cloud solution and the benefit it provides to them is can help them more easily visualize how they can gain from your product.

 

3. OUTLINING YOUR APPROACH

Determining how and where you will interact with you audience is the next part of your marketing plan. It requires some research to find out where your audience spends their time and how they enjoy interacting with others (for example using social media or meeting at tradeshows). Crafting messages that are specifically for them that address their unique pain points is the best way to show your audience that they need a solution to their computing problems and offer your cloud solution as the ideal way to correct these issues.

 

4. MEASURING RESULTS

Many marketers do these first three points well. They know how to effectively create a buyer persona, craft a benefit statement and outline their approach, but forget the fourth point. Measuring your results is the way you can numerically evaluate the effectiveness of your marketing plan. You can do this in a variety of ways, including content marketing tracking, conversion rates and campaign awareness. Once you have a baseline of these results, you can further evaluate how you can alter your campaign so that it is more effective for your audience.

Careful planning in the marketing plan stage can lead you to a successful selling campaign that highlights the benefits of implementing your cloud computing solution can help your company sales overall. Pay close attention to your target audience, take care to address their current issues specifically and highlight the benefits of your product as the solution to their needs.