What Goes On In Peoples Heads When They Want to Buy a Product or Service?

There are so many possibilities in marketing.  I know that people are constantly calling me, emailing me and presenting to me marketing ways.  And if you are like me – it is easy to get hooked by all the pitch and possibility.  And use up a ton of money while you do it.

I thought it may be helpful to step back and consider several “internal” approaches to shopping.  By considering how your ideal customer “thinks” you can THEN decide which market strategy works best for your business or organization.  This process will provide you with a filter to help analyze what strategy or combination will work best for you.

It is helpful to analyze your ideal client and get into their head

1. I search and I find you – I know what I want – I type it in and I look for keywords and up comes a list and I make a choice.  Examples include a restaurant, a tire changing place or a bed and breakfast
2. I need a referral – For this type of product or service, I like to ask people who or what they have used. Examples include a coach, health professional or work done on my house
3. I need an expert – I want to trust that the person I choose knows what they are talking about.  Examples include financial advisors, a specialized treatment or a mould specialist
4. I need someone I know – if I have met you, I feel more comfortable. I like the feeling of being able to talk to the owner or a key staff person and get advice and my follow-up issues resolved.  Examples include realtors, store owners, car repair
5. I need the best price – I know what I want, I just want the best price.  Examples include theatre tickets, technical equipment, tools
6. I need something unique and creative – I like having and giving something with a story, meaning or craftsmanship. Examples include artists, stained glass or pottery, wood craftsperson
7. I need someone who shares my values – I like to support people who understand the way I think. For example, I may like to support charities and local causes so I like to support companies who do the same. If I have strong environmental values I will look for someone who does the same. Examples include eco-services, parenting advice or printers
8. I need to see it before I buy it – I like to know how it works. Examples include jewellery, equipment, speakers

How Online Strategy Can Help Address These Needs

You probably know tons of “traditional” ways to market to these needs so I thought I would make a list of newer online strategies that might help you.

1. I search and I find you

• Know your keywords – what do people type in to find you? Use these keywords often in a variety of locations.  Make a list of 50 words and use them in articles, profiles
• Be sure to have your website and blog search engine optimized (you can do it yourself in a WordPress blog with every post)
• Have profiles in several locations on the web (LinkedIn, Plaxo,
  Facebook Business Pages, Twitter, Google Buzz and many more)
• Register on Google Places
• Automate your blog articles (RSS feed automatically to Facebook, LinkedIN and Plaxo) and status updates (use Ping.fm) to save time and spread your reach so that new people can find you

2.  I need a referral

• Post testimonials on your site and WordPress blog
• Get people to post referrals on your LinkedIN page
• Get referrals for your Google Place profile
• Note: Google loves that you have referrals – they will rate you higher

3. I need an expert

• Write blog posts that answer common  questions that people ask
• Respond to questions in groups on LinkedIn or Facebook business pages
• People will read how your advice and if they like it  click on your link and check you out
• Make sure that your LinkedIn profile is 100% complete
• Post your articles on article sites so that you become known as an expert

4. I need someone I know

• Build your own following through your blog or Facebook business page or LinkedIN groups
• Use video clips on You Tube
• Stay connected to groups after you have taken a training
• Keep your content fresh, entertaining, educational,  engaging and real

5. I need the best price

• Use the Genie app to search the net http://www.myshoppinggenie.com/corawhittington
• Make sure that your keywords are USED in a way that Google can bring you to the top
• Ask people to sign up for a list if they want to hear about sales and specials – I have this with Tiger Direct and Ricki’s

6. I need something unique and creative

• Create a e-commerce or a portfolio WordPress site
• Use pictures in your articles
• There are easy and inexpensive ways to set these up (What used to cost $1000.00 can now be done for less than $100.00)

7. I need someone who shares my values and goals

• Create a WordPress membership site
• Set-up a WordPress blog on a Specific topic i.e.  See www.hopewillprevail.com
• Create an opt-in list where you give tips, advice or education

8. I need to see it before I buy it

• You Tube videos, photo portfolios and educational clips are great ways for people to see or experience your product or service

I hope these get your mind thinking about some of what you can do to attract new clients and customers.

Breaking News

In partnership with TAG – Technology Alliance Group in Lindsay I will be teaching an 8 week program called Strategic Online Solutions beginning in October, 2010

TAG just received a government grant of $280.00 per business to help you take the course. This is an amazing opportunity to help take control of your marketing and attract your perfect clients.

Details are at http://www.goldenpathways.ca/SOS.htm

Or call me at 705-745-4006

PS: Let me know what goes on in your head when you are shopping so that we can address them in the next article.

Cora Whittington

Cora is a professional coach who helps small business owners grow their businesses, make more money and have a really great life.

We help you bring your dreams to life.