Your Business Profile

   

We use your Business Profile to help is create Middle Of the Funnel (MOFU) content for you. For more information on MOFU see TOFU and MOFU: Building Brand Awareness and Driving Sales

   

A Guide on How to Complete your Business Profile

This guide will step you through filling in each field on the form. If you don’t have the required information readily to hand you might want work your way through this guide and gather the information before trying to complete the online Business Profile.

   

Content Strategy Insights

Goal: Provide detailed, actionable insights to create content that addresses your audience’s needs and highlights your business’s strengths.

   

Section 1: Audience Insights

Who Is Your Target Audience?

For new businesses, defining your audience is critical since you lack historical data. Focus on:

• Demographics: Age, location, job role, industry, company size.
• Psychographics: Goals, challenges, values, buying behaviors.
• Behavioral Traits: How they research solutions, preferred platforms (e.g., LinkedIn, Reddit).

Example for a B2B SaaS Startup:

• Demographics: Small business owners (25–45), tech-savvy, US-based.
• Psychographics: Values efficiency, struggles with time management.
• Behavior: Searches for “best productivity tools for solopreneurs” on Google.

How to Define Your Audience (Without Customer Data)

Since you’re new, use these alternative research methods: A. Competitor Audience Analysis

• Study competitors’ social media followers (look at comments/reviews).
• Check forums (Reddit, Quora) for questions like: “What’s the best alternative to [Competitor]?”

B. Founder & Team Insights

• Ask: “Who was our product built for?”
• Example: “Freelancers who juggle multiple clients and need invoicing automation.”

C. Surveys & Interviews

• Run a 5-question survey (use Typeform or Google Forms) with your network:
• “What’s your biggest struggle with [problem area]?”
• “What would convince you to try a new solution?”

D. Hypothetical Persona

If data is scarce, create a proto-persona based on assumptions (validate later): Copy

Name: “Marketing Mary”
Role: Solo digital marketer
Pain Points: Overwhelmed by manual reporting
Goals: Automate analytics to save time
Content Preferences: Quick video tutorials, case studies

3. Key Questions to Answer

To refine your audience, ask:

• Who benefits most from our solution?

• Example: “Freelancers with 10+ monthly invoices.”

• Where do they spend time online?

• Example: “LinkedIn groups for entrepreneurs.”

  What content do they engage with?

  • Example: “Comparison guides, ‘how-to’ videos.”

  What objections might they have?

  • Example: “Worried about switching costs.”

4. Example for a New E-commerce Brand

Target Audience:

• Demographics: Female entrepreneurs, 30–50, running home-based businesses.
• Psychographics: Wants to scale but lacks logistics support.
• Behavior: Joins Facebook groups like “E-commerce Beginners.”

How to Define Your Audience for Businesses with Existing Customers ( i.e. With Customer Data)

1. Key Questions to Understand Them Better

• Why did they choose you?

• Was it pricing, features, customer service, or brand reputation?

• How do they use your product/service?

• Are they power users or occasional buyers?

  What keeps them coming back?

  • Loyalty programs, product quality, or exclusive benefits?

  What challenges do they still face?

  • Even happy customers may have unmet needs.

2. How to Gather Insights

• Customer Surveys (Post-purchase, NPS, feedback forms).
• Behavioral Analytics (Website/app usage, email open rates).
• Sales & Support Logs (Common questions/complaints).
• Social Media & Reviews (What are they saying about you?).

3. How to Use These Insights for MOFU Content

• Case Studies & Testimonials – Highlight real customer success stories.
• Loyalty-Focused Content – “Advanced tips for power users.”
• Cross-Sell/Upsell Opportunities – “Customers who bought X also love Y.”
• Retention Strategies – Exclusive content for long-term customers.

4. Example (E-commerce Brand)

• Audience: Women aged 25-40, repeat buyers of sustainable activewear.

• Insights: They value eco-friendly materials and fit guides.

  MOFU Content Idea:

  • “How to Style Our Best-Selling Leggings for Work & Workouts” (Engagement + retention).
  • “Exclusive Early Access for Loyal Customers” (Encourages repeat purchases).

Pain Points and Goals

What We Need:

• Pain Points: Specific challenges your audience faces when considering solutions like yours.
• Goals: The outcomes they want to achieve (e.g., saving time, reducing costs).

How to Answer:

• Use the ‘Problem → Goal’ Framework:

  • Example:
    • Problem: “Manual payroll takes 15 hours/month and causes errors.”
    • Goal: “Automate payroll to save time and reduce errors by 90%.”

• Gather Data:

  • Review customer surveys, reviews, or support tickets for recurring complaints.
  • Ask sales/support teams: “What frustrations do prospects mention most?”

• Study Competitors:

  • Read reviews of competitors’ products/services. Look for complaints like “Too expensive” or “Hard to use.”

  • Example: If Competitor X’s users complain about “poor customer support,” note: “Users need responsive support.”

• Interview Your Network:

  • Ask 5–10 people in your target audience: “What frustrates you about [problem area]?”

• Founder Insights:

  • Share your own struggles. Example: “As a founder, I wasted hours on manual invoicing → Our tool automates it.”

• Template:

  Pain Point 1: [Describe the challenge]  
  → Goal: [Desired outcome]  
  Pain Point 2: [Describe the challenge]  
  → Goal: [Desired outcome]

• Examples Across Industries:

  • SaaS: “Clients struggle with onboarding new software.” → Goal: “Simplify onboarding with guided tutorials.”
  • E-commerce: “Shoppers abandon carts due to shipping costs.” → Goal: “Offer free shipping thresholds.”

• Avoid: Vague statements like “They want better solutions.”

Decision-Making Barriers

What We Need:

• Objections: Reasons prospects hesitate to buy (e.g., cost, trust).
• Questions: Queries they ask when comparing options.

How to Answer:

• Use the ‘Objection → Rebuttal’ Framework:

  • Example:
    • Objection: “Your tool is too expensive.”
    • Rebuttal: Highlight ROI with a cost-saving calculator.

• Interview Sales Teams: Ask, “What objections do you hear weekly?”

• Founder Perspective:

  • Ask: “What almost stopped ME from buying a solution like ours?”

• Leverage Competitor Gaps:

  • If Competitor Y lacks a feature, address it. Example: “Unlike [Competitor], we offer [unique feature].”

• Template:

  Objection: [E.g., “I need to compare options first.”]  
  → Content Idea: [E.g., “Competitor comparison guide.”]  
  Question: [E.g., “How does this work for my industry?”]  
  → Content Idea: [E.g., “Industry-specific case study.”]

• Industry-Specific Examples:

  • Healthcare: Objection: “Is this HIPAA-compliant?” → Content: Compliance certification explainer.
  • Consulting: Question: “What’s your success rate?” → Content: Client ROI report.

• Avoid: Ignoring emotional barriers (e.g., fear of change).

   

Section 2: Business and Product Fundamentals

Core Offering

What We Need:

• Features: What your product/service does.
• Benefits: How it solves problems.
• Use Cases: Real-world applications.

How to Answer:

• Problem-Solution Framework:

  • Example:
    • Problem: “New freelancers lose clients due to late invoices.”
    • Solution: “Our app automates invoicing and sends reminders.”

• Use the Feature → Benefit Converter:

  • Feature: “24/7 customer support” → Benefit: “Resolve issues instantly, no downtime.”

• Think in Scenarios:

  • Example: “A startup uses our project management tool to streamline remote team collaboration.”

• Use Cases:

  • Describe a fictional but relatable customer. Example: “A freelance designer uses our tool to get paid 50% faster.”

• Template:

  Product/Service: [Name]  
  - Features: [List 3-5]  
  - Benefits: [Translate each feature into a customer outcome]  
  - Use Case: [1–2 sentences: “Who + How + Result”]

• Examples:

  • Fitness App:
    • Features: Custom workout plans, progress tracking.
    • Benefits: Stay motivated, achieve goals 2x faster.
    • Use Case: “A busy parent uses 20-minute daily workouts to lose 15 lbs in 3 months.”

• Avoid: Overloading with technical jargon.

Competitive Differentiation

What We Need:

• USP: What makes you unique (e.g., pricing, speed, expertise).
• Competitor Weaknesses: Gaps you fill that competitors don’t.

How to Answer:

• Complete a SWOT Analysis:

  • Strengths: What you do best.
  • Weaknesses: Where competitors outperform you.
  • Opportunities: Gaps in the market.
  • Threats: Competitors’ advantages.

• Use the “We vs. They” Framework:

  • Example: “We offer free onboarding; they charge $500.”

• Template:

  Competitor: [Name]  
  - Their Weakness: [E.g., “No live support.”]  
  - Our Strength: [E.g., “24/7 chat + phone support.”]

• Industry Examples:

  • Cybersecurity: “We provide monthly vulnerability scans; competitors offer annual only.”
  • Retail: “Price-matching + 10% loyalty discounts.”

• Avoid: Generic claims like “We’re the best.”

   

Section 3: About You

Hobbies and Interests to Share

What We Need:

• Relatable hobbies that humanize your brand and align with your values.

How to Answer:

• Link to Brand Values:
  • Example:
    • Hobby: “Team volunteering at animal shelters.”
    • → Brand Value: “Committed to community care.”
• Keep It Authentic: Share what genuinely matters to your team.
• Examples:
  • Tech Startup: “Our engineers host free coding workshops for teens.”
  • Eco-Friendly Brand: “We compost office waste and blog about sustainability.”
• Avoid: Forced or irrelevant hobbies (e.g., “We love skydiving!” for a accounting firm).

Bonus: Common Mistakes to Avoid

• Vague Answers:
  • ❌ “Our software is user-friendly.”
  • ✅ “Users learn our software in 1 hour with guided tutorials.”
• Ignoring Competitors:
  • Acknowledge competitors—then explain why you’re better.
• Overlooking Emotional Barriers:
  • Address fears (e.g., “Will this disrupt my workflow?”).

Completed Example (Fitness App)

• Audience Insights:
  • Pain Points: “Lack of time for long workouts; unmotivated.”
  • Goals: “Get fit in 20 minutes/day; track progress easily.”
  • Barriers: “Worried about cost; unsure if it works for beginners.”
• Business Fundamentals:
  • Core Offering:
    • Features: Custom plans, progress tracking, live coaching.
    • Benefits: “Stay motivated, see results in 30 days.”
    • Use Case: “A working mom uses quick home workouts to lose 20 lbs.”
  • Competitive Edge:
    • Competitor: “X Fitness App” → Our Edge: “Live coach access included.”
• About You:
  • Hobbies: “Our coaches share healthy recipes on Instagram!”

Next Steps

After you submit the form for the first time we will review your answers and send you our feedback. You will get your Middle Of Funnel posts based on the information you provided, as part of your regular delivery. You can edit this information at anytime to change the content we create for you. Please note we will not review changes you make after your inital submission.