So you expend a lot of energy, money and time attracting new customers, converting them and developing their loyalty to your brand.
At least that’s the objective, right?
Well, you’ll increase sales with effective marketing by selling the right products at the right time and price if you take the right steps.
Understanding consumer psychology
To do so, you need to understand human nature – what people want and need – why people buy and when they do it.
All of this means you need to understand the who, what, when, where, why and how your prospective customers will decide they need your product or service.
How?
Conduct consumer surveys for research and analyze the data to see what consumers are buying, anticipating future trends and implementing the first tenet of marketing: Test, test and test your messaging.
Micro-moments
You must be aware of micro-moments. That’s when emotional seeds are planted in the minds of consumers that motivate them to do something.
Not to oversimplify, in essence, consumers have four micro-moments:
- They know something
- They go somewhere – using either a cellphone or computer or they go to a bricks-and-mortar location
- They do something in the way of shopping
- They buy something
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Types of consumers
Consumers can be impulsive or studious to get the best value. The micro-moments can last just seconds or hours or longer for many days.
So you have to be ready for when the consumers make the emotional decisions in the buying process.
Depending on what you’re selling, you might have a limited marketing area. Some consumers only want to buy near where they work or live.
More and more, consumers are motivated by convenience in their buying decisions. This means you have to be immediately very visible and have the right information before they act.
Researching consumers
The first personality type is the researcher. A researcher is motivated by reviews whether it be on Google or social media.
A strong online presence and positive reviews are crucial.
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So you need to be focused on encouraging consumers to share about their positive interactions with you. And you must respond right away.
How?
Simply ask for reviews either in-person, over the phone or via email.
While asking for a review, ask open-ended questions about how they feel about your business as well as their feelings about your products or services.
Pay close attention to what they say so you can learn from it and tweak your messaging in the future.
Impulsive consumers
Such consumers act as the label implies. They want instant gratification and want to buy now. They’re looking for products in your inventory or want same-day pickup or shipping.
Convenience is certainly a major factor for them.
As with the researchers’ personality, be sure your information is accurate and updated everywhere they might be searching.
Nearby consumers
They’re looking to fulfill their needs or desires nearby. Sure, they care about reviews but their main concern is buying nearby for convenience sake.
This is why location-based searches are popular with this type of consumer. As in real estate, all that matters to them is location, location, location.
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So to influence them and for prominence on the Internet, accurately complete your Google My Business profile. Online, your business must be found easily on Google Maps.
If you do a great job in publicizing all relevant information about your business, you’ll save yourself a lot of time by not having to field unnecessary phone calls.
Most likely, you’ll also make your prospective customers happy because they prefer not having to make phone calls to get information.
Conclusion
You’ll greatly increase your odds for success, you are ready for the micro-moments by satiating their emotional needs.
Focus on providing convenient information anywhere and everywhere. Ask for reviews to influence shoppers and to gain vital information for your future messaging.
Do these things and you’ll be on your way to getting loyal, lifetime customers. Good luck.
From the Coach’s Corner, here are relevant topics:
Responding and Capitalizing on Negative Online Reviews – While bad reviews are disconcerting, there is a silver lining. Why? Ironically, bad reviews can lead to positive results for your business success. Here’s how.
Capitalizing on Social Media to Grow Your Audience – Effective use of social media will help you develop an engaged audience. The trick is to figure out how nearly 3 billion people network on their social media.
The Complete Beginner’s Guide to Survey Data Analysis – Customer satisfaction is important to any business and aside from gaining and attracting new customers, being able to retain existing ones is just as critical.
Strategies – Beat Competitors by Telling Your Brand’s Story – Buying decisions are based on emotion. So, to engage your target audience, it’s in your best interest to start by effectively telling your brand’s story.
“The sole reason we are in business is to make life less difficult for our clients.”
-Matthew Odgers
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