Do You Know Exactly How Your Clients Buy?
One of the keys to successful marketing is understanding exactly how your customers buy the type of service or product that you are offering. What strategy does your target market employ when searching for, or deciding to purchase your offering? By this I mean do they buy over the Internet or do they only buy from people they know and trust? Do they buy on recommendation or reputation? Perhaps they will only purchase your product once they have seen or tried it. Do they buy straight away or do they need a trial period, or perhaps to get to know you better - either personally or through your information products?
When people are buying a service they will usually want to know something about the person supplying that service and even if they come across your company through your web site they may still wish to meet or speak to you before committing to purchasing your service. If people don’t already know you by reputation, how will you demonstrate your expertise and credibility to them - perhaps through information products or articles on your site or some kind of interactive session - teleclass/seminar?
Think also about the age and culture of your target audience. If, for example, they are in the over 60’s bracket, think about how confident or afraid they may feel about purchasing your products through the Internet. Consider what payment options you might offer them and think too about the presentation of your site - font-size, colours etc.
Really put yourself into the mind-set of your target market and ask yourself “If I were looking for this kind of product or service, how would I prefer to purchase it”, “what will make it easy for me to buy this product”, “when ideally, do I want this company to be available to speak to me”, “what would really compel me to buy this product NOW and what would help me to make the decision to purchase - or not!”?
Do some research on your existing clients and those in your target market, find out how they buy, what made them buy from you, how they found you and what makes them refer you.
The more you can get into the mindset of your ideal clients, the more effectively you can target your campaign towards them.
Jenny Littlejohn is a Business Coach and Marketing Mentor who helps small business owners to grow their business through having a clear vision and an effective and practical marketing strategy. Jenny runs 6-month coaching and mentoring programs to provide support, guidance and coaching to small businesses that want to think and grow bigger. You can sign-up for my free Marketing Masterclass Ecourse at http://www.a2g-biz.com/free-marketing-ecourse or find out more from http://www.a2g-biz.com