Your company's target personas
Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers. These will be a useful tool to you because as they become better defined, you'll have an easier time figuring out how your prospects and customers might react to your company and its marketing. You can use this snazzy powerpoint template to map out your personas and share them with your colleagues. Seriously. It's snazzy.
Your company's customer value proposition
This can be tricky -- and you'll probably need to iterate on this over time -- but you'll need to have a starting place for what is the sum total of benefits that your company promises.
Your value proposition should answer these basic questions:
- What is the product or service that your company sells?
- What is the benefit to a customer if they use your product or service?
- Who can use your product or service?
- How is your product or service different from those offered by the competition?
Some more resources to use when crafting your customer value proposition:
Descriptions of your products or services
You'll want to have written answers to the basic questions that a typical lead might ask before purchasing your product or service. People will wonder what exactly your company sells. What are the features or benefits of what your company sells? And don't forget that they'll probably also want to know how you plan to keep them happy once they've become your customer, too.
Your company's mission statement
Why was your company founded? What problem is the company trying to solve? What's it all about? Try this one out on your family over dinner. If your mission statement doesn't sound sparkling and fascinating in regular conversation, it probably won't read well on your website, either.
Here are some good resources to consider when working on your mission statement: