Let’s face it…
While the playing field has been leveled, marketing used to be easier.
Before the internet made information so easy to access, your prospects
had no choice but to pick up the phone early in their buying decision and
talk to you.
Now that’s not the case.
Instead, buyers do their research and eliminate all but one or two sellers
from consideration before they even talk to a salesperson.
So how do you become one of the sellers?
First, you need to understand your prospect deeply, including the exact
buying process they go through…
Next, you need to create content so you show up in any searches they
And finally, you need to make sure you have a way of grabbing their details
and building a relationship with your prospect, so you generate more
trust than anybody else.
But I consistently hammer on about the fact research is critical, understanding your target market on a deep level is important… and all of this really should be the foundation of any…
Google Adwords Campaign
Social Media Marketing Campaign
Anyway, to emphasise my point let’s look at a quote from Nick Woodman, the founder and CEO of GoPro.
When asked about how he makes decisions, he said:
“Our solutions could never come from a boardroom discussion. We go straight to the source. We don’t ask our grandmother what she thinks about our motorsport mounts apparatus; we ask race car drivers.”
Is this the secret to how they went from zero to a billion dollars a year in less than a decade?
I’m sure there was more to it than this alone, but I believe deeply understanding their buyers expectations had a lot to do with it.
How well do you understand your buyers needs?
You’ve probably heard of the catchphrase, Big Data.
It’s being used for everything these days – from marketing, to catching criminals, to where to position products on a grocery aisle.
However it has it’s limits.
For instance, recently I was looking at a webinar funnel. From the data, I could tell how many registered, how many attended, how many signed up, etc.
But I couldn’t find out why they weren’t buying.
I couldn’t know what was really appealing to them, and which points resonated.
The ONLY way I could know this was by picking up the phone and talking to them.
Yes, just as you can’t know what the culture of a big company is like by looking at spreadsheets (you actually need to walk the hallways and listen in)…
You can’t know what’s really going on with your customers unless you engage with them.
Of course, there’s layers to this.
There’s a structure.
In fact, there’s 5 insights of buying behaviour to look into which can have a major impact on whether you a) grab the attention of your target market b) structure your offer to close the sale.
If you sell cheap, impulse buys this is less relevant.
However if you’re selling something complex, where there are many decision makers, and there is a lot on the line with each decision… then you want to pay close attention to what’s going on behind the scenes with your customers.
It’s a deep process. It’s not inexpensive.
But it really should be at the core of your marketing – and can make everything you do…
From SEO, Google Adwords, Facebook ads, etc…
… more effective.