When selling your products or services, it’s important to recognize that not all potential customers are alike. Understanding the different types of buyers can help you tailor your marketing efforts more effectively. Here are the three types of customers you should focus on:
1. Active Buyers
Active buyers are already on the lookout for a product or service, unlike most people who browse social media for entertainment. An active buyer intends to purchase. They know what they want and are ready to make a transaction.
Examples of Where to Find Active Buyers:
– Online Marketplaces: People shopping on platforms like Amazon, Target, Wayfair, or Etsy are active buyers. They visit these sites with a specific item in mind, search for it, and often make a purchase. Sometimes, they might add items to their cart to buy later.
– Google Maps: When someone uses Google Maps to find a spa or any other local service, they actively seek to patronize a business.
– Directories: People turn to directories to find businesses offering the products or services they need. Directories streamline the search process, allowing potential buyers to filter through profiles and detailed information efficiently.
2. People in the Decision-Making Process
This group knows they have a need but are still in the process of researching their options. They seek sources that provide comprehensive information and comparisons to help them make an informed decision.
Examples of Where to Find People Making Decisions:
– Google Maps: Google Maps acts as a directory of local businesses, and it is invaluable for people looking to compare options. For instance, friends searching for a seafood restaurant can easily view all nearby options, read reviews, and decide without jumping from one website to another.
– Directories: For services like family counseling, directories such as Psychology Today offer extensive resources and lists of practitioners, making it easier for people to choose the right one.
– Project-Based Sites: Platforms like Angi, Guru.com, Fiverr, Upwork, HomeAdvisor, Thumbtack, and Freelancer.com serve as directories where users can find service providers, request estimates, and get quotes.
– Online Marketplaces: People shopping on platforms like Amazon, Target, Wayfair, or Etsy are active buyers. They visit these sites with a specific item in mind, search for it, and often make a purchase. Sometimes, they might add items to their cart to buy later.
3. Your Target Audience
Some platforms allow you to advertise directly to your target audience, but social media is not one of them. You can’t be certain that all your followers are your target audience because people follow accounts for various reasons, such as enjoying the content or finding it inspirational, without any intention to buy.
Examples of Reaching Your Target Audience:
– Magazines (Physical and Digital): If you own a pet supply company, running ads and advertorials in Modern Dog Magazine ensures your products reach not just pet owners, but specifically dog owners. Customers often cite such magazines when providing feedback on how they discovered your products.
– Classes/Workshops: Hosting workshops or classes on relevant topics can attract your target audience. A bead shop offering jewelry-making classes will likely draw participants interested in buying beads and supplies.
– Niche Directories: Creating profiles on industry-specific directories, such as WeddingWire.com and TheKnot.com for businesses catering to the wedding industry, puts you directly in front of potential customers. Brides and event planners frequently visit these sites, making them ideal for reaching your target audience.
– Niched Websites, YouTube Channels, and Podcasts: These platforms are fantastic for reaching your target audience by providing specialized content that addresses their interests and needs. For example, a veterinarian’s channel dedicated to a healthy dog lifestyle, a fashion channel showcasing the latest trends, or how-to channels detailing the equipment and supplies used in their demonstrations are all valuable avenues. Additionally, websites and channels about outdoor entertainment and living are perfect for businesses selling related products. Your target audience can encounter your products on one of these niche platforms.
Focusing your sales efforts on active buyers, decision-makers, and your target audience is the key to increasing leads and revenue. It’s not about being seen by a large crowd but by the right audience. Prioritize these groups and the platforms they use to ensure your business is visible to those ready to buy.
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