Most customers are tuning out marketing messages until they have an identified need.
Sell less, educate and entertain more. Increase your chances of being ‘in front of’ the customer when they need (or want) your product/service by engaging them through social media.
When a customer has identified a need (or a want), they begin a search for the right solution. And over 80% of all buying decision searches begin online.
Own your brand and market position online. When your customer begins a search, help them to find you on page 1 through strong SEO and content strategies.
Customers want to learn about their options. And most will look to ‘peer reviews’ to judge a product or service’s value. Price and value are rarely the same.
Engage with and educate your audience online with relevant content on your website – such as blog articles, white papers, case studies, etc. that you can promote through your social media channels.
Understanding what is important to your customer will not only help them to decide to buy, but it will help them to become a ‘fan’ of yours (helping you to expand your business).
In many cases, a company’s first direct engagement with their customers is at Step 4 – Decide. The opinion that they formed of your brand is pretty strong by this point. If you are lucky enough to be engaged with your customer at this step, help them to understand why you are the best choice through case studies, client testimonials, demos and product trials.
Buyers move through the ‘buying journey’ at different speeds – some are journeys that last a few minutes (impulse buys), and other journeys take several years (expensive, complex buys). But as we mentioned earlier, much of that buyer journey is made without your direct involvement. And the buyer needs to satisfy different intellectual and emotional requirements with each step along the way.
Knowing where your buyer is in their journey gives you the best chance of engaging appropriately with them — increasing your opportunity to set yourself apart from your competition.