If your product or service is a fairly considered purchase then don’t expect to put one piece of marketing (such as an advert, email, brochure or exhibition stand) in front of your customers and immediately close the sale. This is the dating equivalent of proposing marriage on a first date – oh dear no.
Many people mistakenly think that the purpose of marketing is to speed people up in their buying decision. But it isn’t.
The role of marketing is to help people make their purchase comfortably in their own time. If they haven’t been rushed into it, they’ll be much happier with their buying decision and will be more likely to stay loyal. And we all know that loyal customers are the most profitable kind.
If your customers are going to need to think carefully before they buy from you then you need to let them. Your marketing needs to facilitate that slow, careful consideration to help them buy comfortably in their own time.
To do this, you need to think through the whole buying process from your customer’s point of view.
If you’ve ever advertised on Facebook, you’ll know that there are an awful lot of options when it comes to choosing your audience. “Retargeting” means choosing your audience based on their previous internet activity either:
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