Learning more about your customer and their purchasing habits can help you create harmony for inbound marketing strategies. Take some time to think about your customer, their purchase funnel cycle, and where and how you might reach them with your product marketing. This thoughtful process will not only create more sound marketing tactics, but long term loyal relationship with your customers.
A typical consumer might follow this purchase funnel cycle:
1) Gets an idea of something they want based on a need or a trend
2) Begins talking with friends, family and colleagues for comparative analysis
3) Starts researching on the internet, does some product research
4) Visits a brick and mortar store
5) Waits a short time for the trend or price to change
6) Buys a product
These are purchase funnel touch points and great opportunities for brands to become visible to the customer. The most important point is in the beginning; create a personal and social connection. Get to know your customer, who they are and what they want, and then show them how your product would fulfill their needs.
Here are some marketing ideas that could reach this customer:
1) Customer: Gets an idea of something they want
Marketing idea: Brand recognition, your value, why your product is better than the competition, get to know your customer dynamics and demographics, where do they shop, what are their needs, and create messaging to solve their needs
2) Customer: Talks to friends, family and colleagues about comparative products
Marketing idea: Create brand ambassadors, get friends to talk about your product(s) and tell their friends
3) Customer: Starts researching on the internet
Marketing idea: Create organic and paid search engine strategies (display, re-marketing, search), research what the customer searches for and their demographics, have email sign ups
4) Customer: Visits a store
Marketing idea: Make your product visible on highway billboards, make sure the billboard and search engine tactics are aligned, provide a message that could be easily found via mobile or in a search engine, have a mobile product search site for when customers research while shopping in stores
5) Customer: Waits for price to change
Marketing idea: Remarket to the customer with sale price or deal, send emails to customers with promotions
6) Customer: Buys a product
Marketing idea: Sales and leads that lead to conversions!
Think about your messaging and content as you engage with your customer across these steps. Marketing today is more than just appearing in multiple marketing channels. It is about engaging with your customers along all their purchase cycle phases, and creating more long term, loyal, repeat customers.