6th Step to Growing Sales for Jim: Motivating Customers
Let’s talk about how to motivate customers to buy. If you’ve kept track, we’ve discussed 5 of our 8 Steps for Growing Sales. They included:
- Acknowledging you can’t do it all
- Stepping back to make an objective assessment of your brand
- Addressing your immediate needs
- Optimizing your website
- Developing a robust, multi-channel, integrated sales funnel
That was a lot of commendable work, but there’s still more to do.
At this stage, prospects should be falling into your sales funnel. If they’re not, or if they’re bouncing out before they take the steps you want them to take, it’s time to look at four opportunities you have to fine-tune your messaging.
When it comes to marketing, you may be familiar with the concept of targeting specific demographics – the statistical data traits of population segments (e.g. age, income, gender, location, etc.). However, many are less familiar with the relatively new concept of targeting by psychographics.
A small business owner might know that his/her most profitable B2B customers are, let’s say, front-office staff for regional tool manufacturers. They might know that most of those targets are mid-range professionals, 30-64 years old, with a bachelor’s degree. Given those demographics, they can run content on platforms with audience profiles that match those parameters. But putting content in front of the right demographic segment is only half the battle.
Human beings make up various spectrums and are motivated by very disparate things. So, in addition to segmenting your channels, you would benefit from also segmenting your content to speak in ways that engage different people within the demographics you’re targeting. That’s the premise behind psychographics.
Some customers might respond more readily to data than they do to narrative. Others might be more easily swayed by testimonials than they are by logical arguments. Some might be more responsive to short sentences, visually-descriptive words and a quick-to-the-point flow; others might prefer getting all the details up front, in exact language.
An excellent marketing partner can help you determine the psychographic style, tone, and words that best engage your customer segments.
How are you presenting your content visually?
Not all people prefer to be communicated with via the spoken or written word. Some customers respond more readily to visual content like photography, infographics, videos, charts, etc. Especially in the Digital Age, visual presentation remains an extremely important component in the sales cycle.
Smart marketers know to account for varying attention spans and levels of concentration. Do your social posts looks too long on mobile platforms? Is your content just too dense to absorb? Your customer might feel intimidated or lose concentration and bounce.
Conversely, a well-placed, compelling picture, an airy layout, or even a light-hearted meme can motivate customers to linger on your content, when they might otherwise have scrolled on past.
But, while it’s important to develop and codify a visual style that meets your prospects’ psychographic requirements, the challenge can be maintaining brand consistency from other areas of your marketing efforts. At the end of the day, your website should take full advantage of the brand equity you’ve already established and should resemble other areas of your company’s image.
How does your content make your customers feel?
Large companies understand the importance of generating goodwill toward their brands. That’s because generally speaking, purchase decisions are emotional ones. Fords and Hondas both get you to work, but an emotional attachment to one brand in particular drives your selection. iPhones and Androids both make calls and take photos, so your purchase again is driven by emotion. Coke and Pepsi – same. Nike and Reebok. You get the idea.
To build that goodwill, brands will use different approaches to persuade their buyers. Some audiences are motivated by the pursuit of personal happiness: “Have a Coke and a smile.” Others might be motivated by fear or discomfort: “Get to Buddy’s Carpet now because this deal absolutely ends Monday night!”
Some are inspired by a helpful spirit or inspiring story. Others want to know how your product or service will help them achieve financial, professional, or political gain. Each of these varied approaches can be effective and very much reflect how you want your customer to feel. A large part of successful content marketing is understanding, for different people, how to switch on those emotional, “feel-good” signals toward your business.
Timing is (almost) everything.
Given all the variables we’ve discussed so far: brand voice, writing style, tone, visual style, channels, etc., timing isn’t everything. But it sure plays a strong role.
Would you expect a LinkedIn post to be very effective for reaching professionals in your time zone if it posts at 6:30 PM, local? Probably not. At that time of day, people are more likely home from the office, mowing their yards, having dinner, taking their kids to baseball practice, etc.
However, what if the professionals you’re trying to market to are third-shift floor supervisors at a regional manufacturing plant? A 9:30 PM LinkedIn post might work for them.
What about an inbound blog, aimed at business owners? It might not gain much traction if it posted the last week in December on a Friday afternoon? But back up that blog with scheduled, funneling social posts over the course of the entire year, and it just might.
All of this just makes the point that to motivate customers, you need to know who they are, where they are, how they communicate and when they’re consuming content.
That’s a lot to digest.
Our B63 Line team understands the intricate ins and outs of modern marketing. We’re adept at learning how to market to the customers you need to reach in niche industries, including manufacturing, healthcare, education and more.
We’re conveniently located in the Miami Valley, so we can easily serve the needs of organizations like yours in Dayton, Cincinnati, Columbus and Indiana. Let’s get in touch and determine how we can motivate your customers to buy. Schedule a free, two-hour consultation at: https://B63LineDrivesMarketingMovesPeople.as.me/