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Page 2 of 2 What do they value?People tell you they buy for rational reasons – product functionality, after-sales service, warranties – and they do, in retrospect! But, what triggers a buying frenzy is the soft behavioral, psychological stuff. Status, dreams of a lifestyle that will turn their family and neighbors pea-green with envy (not wealth you notice, but the dream of what wealth can bring), safety or reduction of risk, sex and all forms of ‘looking good', being admired, and so it goes on… . The more specifically you know your customer, the more your site will focus on these buying triggers. If your site focuses on young women, driven by identity needs and the desire to attract a mate or out-do their female competitors, by needs of emotional security or commitment then its tone is going to be very different than one aimed at young, aggressive, testosterone-driven males looking for uncommitted experiences … well you get the idea. But they may both turn up at a dating site! What experience do I want my customer to have?
Experience marketing is hugely important. In a world with absolutely no shortage of products that can ‘do the job', the actual buying and owning experience has become an integral part of the purchase gratification. Think of almost any major store. It's a form of living theater trying to create a buying environment that will reassure, stimulate and be part of the offering itself. On the web that may seem less easy. But it can be done. At the mechanical level, ease of navigation in the site – for everyone including the disabled. At the emotional level, the selection of testimonial givers (an admired figure sure beats a nobody) and the way they are delivered. Offline, how easy are returns, the customer service reps, and the ease of contacting you, the follow-up calls and so on. Think of every step in the buying and owning process and how it can be enhanced.OK, I hear you say. I agree. But, if I'm not focused on SEO where do I find the targeted customers this article seems to imply? The answer is simple. Advertise in a wide range of places, with a wide range of text and keep track of the results. Some will yield more customers than others. Track the ones that buy and then focus on the sources that gave the most buying customers delivering the experience they clearly prefer. That's how the pros do it! Copyright (c) 2007 Michael Kay HBBReview.com
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