A common problem most drone manufacturer & drone software providers face is they don’t know how to single out the small percent of drone pilots that would actually purchase their drones. For example, if you’re a drone manufacturer that specializes in building drones for farmers. Just writing promoted posts on Facebook or advertising banners on farms sites isn’t enough to single out the drone pilots ready to buy.
You have to go a little deeper than that.
In this post, we’re going to discuss how a drone company can present itself as the best supplier for the 3% of drone pilots already interested in buying so that you don’t waste your time playing the “numbers game”.
It can be summarized in 4 simple steps:
STEP 1 – Select Your Niche Market – (Continuing with the drones for farmers example) First you have to identify which drone pilots would be interested in your drones, every last detail. Farmers, okay, but what types of farmers. What positions do they hold? What kind of agriculture do they farm? How tech savvy are they? etc.
STEP 2 – Get to Know Your Niche Market – Then you will have to get to know the farmer. What regions are they in? What type of companies do they work for? How would using a drone help them? What websites do they visit? What associations are they a part of? What pain points are they facing that your drones can alleviate? Why would they want a drone? etc.
I would go as far as identifying which keywords they are searching in Google & what suggestions Google has as well.
For example; if they are searching “drones for farming” or “agriculture drones”, Google’s PAA & suggestions would tell you that the following topics are also of interest:
Or, you can take it even further and reach out to them and get to know them via a platform like Linkedin.
Now that you know what questions farmers are asking and topics they are actively searching. Start to hypothesize how you will help them by looking for ways to present the information they are looking for.
STEP 3 – Stimulate Your Niche Market – Now that you know your target niche and the questions they have in regards to drones, you can start soliciting solutions to their problems. You’ll know what phrases will stimulate interest. You’ll know where you need to be found, and what messages will trigger emotion, and so on. There are a variety of ways to get in front of these potential drone farmers, but the message addressing their pain points will always be the same (no matter what channels you use to attract them).
STEP 4 – Convert Your Niche Market – Next you’ll have to expect that from your research and stimulus, the drone pilots that would buy are ready to convert. So you must have your solution ready. Be it a sales call, a call to action on your website, training seminars, or whatever. You have to capitalize on the user, instantly. Be ready to capture their information so that you can sell them a drone that they’ve already learned will help them with their problems. If you think they’ll need financing, figure it out. If you think they’ll need a 1-on-1 demo, make it easy for them to sign up. Whatever it is that your target niche wants, be ready to give it to them, especially if they are the 3% ready to buy.
In my next post, we’ll discuss various traffic methods to obtain these ready-to-buy customers, including SEO, Facebook, emails, direct outreach and more.