In today’s multichannel world, reaching the right customer is often about selecting the right platform for engagement. Choosing mobile versus desktop is a moot point, but selecting the right platform is critical. Different industries and businesses will have distinct customers, all of whom prefer different methods of communication. Shaun Haase, chief marketing officer at ProsperWorks, looks at three common customer segments you might encounter and offers a few tips for engaging with them.
Social Influenced Buyers
Engaging social influenced buyers is simple, fast and predictable, yet maintaining their attention can be quite challenging as these customers are often millennials and hold famously short attention spans.
Messaging platforms are hugely popular with millennials, so integrating direct touch points, content marketing and commerce capabilities within social media platforms is key to reaching this customer segment. Social media has evolved over the past few years – with new business-driven features on platforms like Snapchat and Facebook Messenger – so messaging has an even stronger impact on the social influenced buyer.
For this reason, establishing a sales and marketing strategy that incorporates direct communication, sharable content and transaction options throughout these platforms is essential.
Another impactful media channel is video, which has become the most powerful form of communication with the help of the digital evolution. While there are still many limitations with video communication such as unwanted advertisements, limited bandwidth and the issue of content safety, it is no doubt one of the most effective mediums for delivering information.
From 2011 to 2015, the time adults spent watching digital videos each day increased from 21 minutes to 76 minutes. From this audience, 72% of millennials use their mobile devices to stream videos rather than watching them on traditional televisions – so optimizing visual information for mobile is key when trying to engage and maintain the attention of this fickle audience.
Deal Seekers
When dealing with deal seekers who make frequent purchases – though only at discounts – it is difficult to accept the fact that you may have to lower prices in order to appease this group, yet it’s important understand that this audience makes up a significant portion of online transactions.
One of the most effective ways in which you can target and engage these buyers is through email marketing such as promotions, advertisements, announcements, etc., but make sure to include enticing offers.
Deal seekers are often subscribing to offers across the board, and they may be receiving offers on a daily basis, so yours should be unique and powerful enough to stand out. Be sure to make your emails personal and direct by catering each message to the appropriate customer segments and make them feel like the offer exists only for them.
Research Hawks
Research hawks are customers who take the time to read through hundreds of articles and reviews to find every angle about a product before they decide to purchase it.
They want to know every possible detail about what they are buying, so it’s important that you identify content channels and websites that will cover similar products, provide in-depth information and conduct reviews for your own products.
To multiply the effectiveness of coverage of your brand from various content channels, you should also support your product with a retargeting campaign, SEM and display ads to drive additional traction. When you get placements featured, it helps not only to build awareness and validation but also with SEO.
Additionally, consider taking a proactive approach by sharing relevant third-party information and links to external reviews or new media placements by email, social media and directly on the home page. This will empower research hawks with the information they need to make an informed purchase and can ultimately build trust among this customer segment.
With different customer segments, it’s important that you create strategies that utilize specific channels in which these buyers are most receptive to receiving information about your product. By doing this, you’ll be able to effectively tailor your communications to the needs of the buyer and provide the most relevant information in the most efficient manner for both you and them.
By Shaun Haase
CMO
ProsperWorks