One of the keys to successful marketing is understanding exactly how your customers buy the type of service or product that you offer. What strategy is your target market employing when searching or deciding to buy your offering? By this I mean, do you buy online or do you only buy from people you know and trust? Do they buy by recommendation or by reputation? They may only buy your product after they have seen or tried it. Do they buy immediately 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 purchasing a service, they will generally want to know something about the person providing that service and even if they come across your business through your website, they may want to meet or speak with you before committing to purchase 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?
Also think about the age and culture of your target audience. If, for example, you are in the group of over 60, think about how safe or fearful they may feel when buying your products over the Internet. Consider what payment options you could offer them and also think about the presentation of your site: font size, colors, etc.
Really put yourself in the mindset of your target market and ask yourself: “If you were looking for this type of product or service, how would you prefer to buy it?”, “What will make it easier for me to buy this product”. , “When ideally do I want this company to be available to talk to me?”, “What would really compel me to buy this product NOW and what would help me make the decision to buy or not?”
Do a little research on your existing customers 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 recommend you.
The more you can get into the mindset of your ideal customers, the more effectively you can target your campaign towards them.
