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Potential customers fit into one of five segments in the “Buyers Pyramid”

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3% buying now

7% open to buying now

30% actively educating themselves

30% interested and starting research

30% know they are not interested at all

 

If you use a tactic in your advertising, for example…contact us now for your free quote, you are focusing all your efforts on the top 3% and 7%.

We’ll call these segments the ‘immediate buyers’

You are completely ignoring the other 90%.

We’ll call these segments the ‘future buyers’.

For most high price point products or services, people do a lot of research first.

If you focus all your efforts only on the immediate buyers you are missing out on the majority future buyers.

And…usually your competition is doing the same thing!

Focusing on the top 10% is very competitive in advertising. 

You constantly have to expose a large volume of people to your offer – which is expensive – and know that 90% aren’t ready to buy – which is inefficient!

Strategists think differently.

They see the 60% of people in the middle of the pyramid.  That’s their bread and butter.  The 10% at the top is the cream!

So…how does a strategist work?

They turn the pyramid on its head…

Educate the customer

Create content that educates and guides

Avoid hard sell

Share content to your target audience

Don’t mention your product directly

Personalised Drip Campaigns

One on one demos

Webinars

Newsletters

Loyalty rewards

Exclusives

Customer ready to buy

 

This is a marketing sales funnel!

Google my business reviews

Over time your customer is moved through the funnel. 

They make small commitments, such as giving their name and email.   As they move through, they are exposed to your educational assets.  They see the value you bring to them.

They look forward to hearing what you have to offer.

They eventually come out the end…as a buying customer!

The benefits of this approach are…

  • Your customers are being educated
  • Your customers are receiving great value
  • You earn your customers trust
  • They perceive you as an authority
  • Increased likelihood of them buying from you in the future.

 

This is the strategy your top competitors are using

Strategists realise that focusing only on the 10% that are ready to buy…misses the 90% to come.

Strategists also realise that people like to do research and educate themselves when making an expensive purchase.

Once a buyer has educated themselves, they will compare vendors and buy from the one that offers the most value and that they trust.

Looking at the funnel again, let’s align parts with your business plan.

 

Educate the customer

Create content that educates and guides

Avoid hard sell

Share content to your target audience

Don’t mention your product directly

Personalised Drip Campaigns

One on one demos

Webinars

Newsletters

Loyalty rewards

Exclusives

Customer ready to buy

 

how to google my business

The top of your funnel is your website. 

More particularly what your lead in offer and sales copy is.

Rather than going straight for the sale, providing a lot of information about you or getting the visitor to apply for a quote…give away something of value.  It could be an eBook, report or newsletter.  In return you can ask for the visitor’s email – this is a low-level commitment.

The strategist works to get visitors into the funnel through as many platforms as possible.  Google Adwords, Facebook, Instagram, Display advertising, email marketing, remarketing, etc.

You have one obligation…

The something of value giveaway…

The top of the funnel information, eBook, report or newsletter…

It must be good.

Really good.

The reader must be armed with knowledge and feel more informed.

Done properly…you have just started a relationship of value and trust with your potential customer.

Now you have their email.  What next…?

Follow up with a few emails, each with a little extra value.  Maybe a link to a free video or webinar.

Once set up, this can all be automated.  (I’ll explain this later.)

Keep adding value and you will keep receiving their trust and stay in front of their mind.

You are also moving them through the sales funnel and closer to becoming a buying customer.

A little while passes and they decide they are finally ready to purchase.

What do you think they will most likely do…?

  • Contact a random company

Or…

  • Get in touch with the business that has given them value, education and earned their trust

 

I hope you’ve picked the latter.

Before you spend a cent on advertising, do your research and have an idea of what your overall strategy will be.

Your top competitors know their strategy.

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Strathfield Web Design can help your business with a strategy that will benefit your customers and in turn benefit your business.  Call today on 9742 5635 to find out how we can help grow your business.