Gone are the days when marketers had to guess what customers wanted. Today, we have access to more analytical data, surveys, etc., than ever before.
Consumer behavior is continuously being studied in virtually every industry imaginable. Best of all, most of this information trickles down to us for free.
You cannot afford to overlook this information if you run a small or large business. Knowing your customer's motivations should be the baseline for every decision you make in your company, like how you develop your goods and services, write your content, and more.
While every marketing segment has its unique customer base, some universal factors cross all industries. Knowing these overarching motivations can help you better understand how your customers approach your brand.
Your product has a lot of buzz
FOMO has always been a huge motivator. No one wants to miss out on the hot new thing. If people are talking about your product, others will want to understand why. But brand buzz has reached a new level in the social media age.
A lot of people talking about you is one form of social proof. Basically, people trust others more than if the companies are saying the same thing. They expect a company to say good things about itself and its products. But, other customers sharing their opinions? That's something to notice.
Tip: These days, people will hunt down social proof when weighing a purchase. If you're in the running in their mind, but a competitor has better online reviews, they'll go with the competition. Make sure it's easy for your customers to find your Google Profile Page or Yelp ratings so that they can find your social proof before stumbling across a competitor's product.
The product is relevant
No one is interested in a product that doesn't fit their needs. If your product doesn't fit in with their lifestyle or circumstances, they won't buy it, no matter how much buzz surrounds it.
It's true that some products aren't needed by everyone. For example, if someone doesn't own a car, they definitely don't need new tires for that car.
But there are times when the customer needs help making the connection between their needs and your product. Don't simply list your features. Demonstrate to your customers how your product or service will improve their lives.
Tip: Often, your product's relevance comes down to your messaging and marketing. Connect the dots for your customers to ensure they see the relevance of your product or service. Don't assume that your product isn't for this group of customers. Instead, find a new way to sell to them based on the feedback you get from surveys or customer insights you find while researching online.
Your product inspires
In the past, having a professional picture of your product or an excellent description of your services was the only way one could represent themselves to their customers. Someone would see an advertisement in a magazine and go to the store to see it for themselves.
These days, you can tell your brand's story and show more. Social media posts, in particular, help humanize your brand. Customers can see the care that goes into making your products or a special someone who works for your company. These details help humanize your company, so your customers develop an emotional connection with your brand.
Tip: Post behind-the-scenes pictures and videos that give insights into the people and processes behind your company. Highlight the odd details only your product or service has and find your unique voice. Don't fake it. This is your chance to show the real you, not an artificial image you want to project.
Your brand is comforting
People feel at ease purchasing when they know and trust a brand. Sony is synonymous with electronics. Unfortunately, this doesn't come immediately. Sony had to prove itself for years before becoming a trusted brand.
When you're a small business just starting out, getting people to feel comfortable with you and your brand is an uphill battle. Much of this will come down to market research combined with messaging. You are new to your customers, so they will naturally have some questions about your product or service. How well you answer their questions and the experience you provide will help provide the familiar feeling they need to make a purchase.
Tip: Take care building your website and early promotional materials. You want an exceptional experience for every customer interacting with your brand for the first time. You have fractions of seconds to make your impression, so ensure every website detail is refined and ready before launching. Minor mistakes or slow loading times will erode trust before you have a chance to establish anything.
Your price is right
Pricing is tricky. Many would assume coming into the market lower than competitors ensures sales. Sometimes this works, and sometimes it doesn't.
For some customers, low prices mean shoddy quality or they're giving something up. If they don't know your brand and see you as significantly cheaper than everyone else, they'll wonder what's wrong. But on the flip side, price things too high without enough style or buzz, and people will go with what they know.
Your pricing has to be competitive and justified. Competitive pricing is easier to come up with. Study similar products on the market and get your prices in line with what others are doing. Justified pricing is much more difficult. You have to connect with your customers and prove that you are more expensive than everyone else, but you're worth it.
Tip: New businesses can help justify their pricing with value add-ons like educational materials, extra support, and extended warranties. Find the gaps in the competition, and don't be afraid to offer something unique.
Get Started Selling
These are just the tip of the iceberg. As we said in the introduction, many valuable studies and insights into customer behavior are available to us today. There's little excuse not to understand your customer's motivations.
Many of these motivations are obvious to many small business owners. But being able to articulate the points and dive deeper into the nuances of how they're applied is what separates businesses. The basics of human behavior don't change much, but how we reach those motivators does. For example, in the past, a famous King or Queen might set the fashion trends of a region. Now, we have influencers (for better or worse).
Staying on top of these trends is a full-time commitment, but it pays off. If you struggle to keep up-to-date on everything you need to know as a small business owner, offload your SEO strategies or marketing needs to us. We live and breathe marketing and are happy to help you.
Give us a call today so we can talk to you about how we might help you.