leverage purchase types to win more customers for less
TRANSCRIPT
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1#WinLocal
Leverage Purchase Types to
Win More Customers For Less
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2#WinLocal 2#WinLocal
Presenters
Anita CampbellCEO
Raghav MathurVice President, Strategy & Business Development
Andrea ParkerSenior Content Marketing Manager
Moderator
godigitalmarketing.com
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3#WinLocal
#PurchaseTypes
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4#WinLocalgodigitalmarketing.com
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The customer journey has changed
Discover
Buy
ExploreEngage
ShoponlineView
banner ad
Watch tutorial
Purchase through
call center
blog
Compare/shop online
Post reviews
Purchase via mobile
View YouTube ad
Like on Facebook
ReadReviews
Purchasein store
Watch YouTube
ad
Download app
Watch video on mobile
View print ad
Traditional Customer Lifecycle
Digital Customer Lifecycle
godigitalmarketing.com
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Everything starts with a need
of shoppers research online before buying81%
Retailing Today, 2014
Using search engines
Comparing product prices
Reading user
reviews
Visiting multiple
online stores
Reading product
information
godigitalmarketing.com
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Technology gives the consumer the information they need
of online consumers look up more information now versus a few years ago
Google, 2015
82%of smartphone users use a search engine when looking for a local business
100M+hours of “how-to” content have been watched on YouTube so far this year
65%
godigitalmarketing.com
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In this complicated purchasing environment, what can you do?
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Agenda
Learn about purchase types and how they relate to your business
Understand how purchase types help you identify your target audience
Use purchase behaviors to guide your marketing strategy
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Purchase Types
Your Audience
Application
Agenda
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What is a “Purchase Type?”
• Purchase types relate to the kinds of purchases that happen at your business, regardless of who that person is
• You may have more than one purchase type for your business
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The Four Purchase Types
godigitalmarketing.com
Business differentiators
Price Incentives
Review/Referrals
Reliability/Loyalty
Location
Content/Info/Educational
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Sensible PurchaseBuying Cycle: Medium-long
Top Influencers:
This purchase requires advance research and trust between the buyer and your business.
Examples: Choosing a dentist or landscaper
1. Reviews and referrals
2. Business differentiators
3. Loyalty
4. Price incentives
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Routine PurchaseBuying Cycle: Short
Top Influencers:
Routine purchases are everyday items that a buyer can find at a number of stores, but they shop at your store because they know you’re a respectable, dependable business.
Examples: Buying toothpaste, grocery shopping
1. Loyalty
2. Location
3. Price incentives
4. Business differentiators
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Impulse PurchaseBuying Cycle: Short
Top Influencers:
Impulse Purchases are need- or want-based and provide instant gratification.
Examples: Consumer’s fridge breaks and they need a new one quickly, shopping for new clothes
1. Price incentives
2. Location
3. Reviews and referrals
4. Business differentiators
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Complex PurchaseBuying Cycle: Long
Top Influencers:
Complex purchases require a lot of information for the consumer in advance. This is most likely a large purchase, and they want to make sure they’re making the right decision.
Examples: Buying a new fridge in a non-emergency situation, buying a new car, shopping for a house
1. Content/educational information
2. Business differentiators
3. Reviews and referrals
4. Price incentives
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• You need to understand your product or service
• You need to understand your audience
How do you determine what kinds of purchases happen at your business?
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Purchase Types
Your Audience
Application
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How can purchase types help you identify your target audience?
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You want to work backwards
• A way of reverse-engineering identification of your target audience
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You want to work backwards
• A way of reverse-engineering identification of your target audience
• By knowing what kind of purchases happen at your business, you can more effectively market to consumers on the front end
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You want to work backwards
• A way of reverse-engineering identification of your target audience
• By knowing what kind of purchases happen at your business, you can more effectively market to consumers on the front end
• Going backwards leads you to your ideal audience
godigitalmarketing.com
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Ask the right questions
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How often do people purchase from your business?
Examples:
• Women buy new mascara every 2-3 months. This is a routine purchase.
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How often do people purchase from your business?
Examples:
• Women buy new mascara every 2-3 months. This is a routine purchase.
• People looking to buy a new car only do this every 5-10 years or so (depending on the person). This is a complex purchase.
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How often do people purchase from your business?
Examples:
• Women buy new mascara every 2-3 months. This is a routine purchase.
• People looking to buy a new car only do this every 5-10 years or so (depending on the person). This is a complex purchase.
• Purchasing new, more stylish winter boots. This is an impulse purchase if they already have boots that are functional, but it can also be a sensible purchase if new boots are necessary.
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Do you often have repeat customers?
Depending on what kind of purchase happens most at your business, you’ll want to nurture repeat customers differently.
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Do you often have repeat customers?
Depending on what kind of purchase happens most at your business, you’ll want to nurture repeat customers differently.
Examples• Impulse purchase – you want to be known as the best place to
find a good deal. • Routine purchase – you want to be known for your customer
service and dependability. • Sensible purchase – you want to be known for your stellar
reviews and service. • Complex purchase – you want to be known for what makes you
different or better than your competitors.
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Do people often research your product versus a competitor’s before buying?
People research competitors’ products and services in different ways depending on what kind of purchase they’re making.
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Do people often research your product versus a competitor’s before buying?
People research competitors’ products and services in different ways depending on what kind of purchase they’re making.
Examples:• Routine purchase – a customer is more likely to compare
products while in-store (think about buying a tube of toothpaste), so your marketing should focus on bringing them to the store as opposed to marketing to undercut your competitors.
• Sensible purchase – a customer will definitely research your competitors before calling or booking an appointment online. They need to known how and why you are better than your competition.
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Do people buy your product or service on a whim?
If your answer is yes, you more than likely have impulse purchases happening at your business.
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Do people buy your product or service on a whim?
If your answer is yes, you more than likely have impulse purchases happening at your business.
Consider these examples that are clearly not impulse purchases
Buying a new house Complex
Buying a new dishwasher Sensible
Buying groceriesRoutine
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Do people buy your product or service on a whim?
If your answer is yes, you more than likely have impulse purchases happening at your business.
Consider these examples that are clearly not impulse purchases
Buying a new house Complex
Buying a new dishwasher Sensible
Buying groceriesRoutine
Buying a candy bar at the checkout counterImpulse
But…
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Why do people choose your product or service over a competitor’s?
Why are you different? What makes you better?
Examples• A landscaping service that offers free estimates • A private school that teaches the International
Baccalaureate program• A local pet store that offers free delivery on all orders
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Identify the owners of a decision
• Many small businesses focus on price, but it’s not always about price
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Identify the owners of a decision
• Many small businesses focus on price, but it’s not always about price
godigitalmarketing.com
TOP TIP: Ask the people on your staff for the most common customer questions
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Purchase Types
Your Audience
Application
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Mobile gives everyone access to information
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People are always on, always connectedBusinesses have to be there for the:
I-want-to-know moments
I-want-to-do moments
I-want-to-buy moments
I-want-to-go moments
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It will look different than other businesses.
Focus on YOUR customer’s purchase journey
Awareness Consideration Purchase Retention Advocacy
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It will look different than other businesses.
Focus on what questions they ask when researching your product. • When do they research your product?• How do they find your business?
Focus on YOUR customer’s purchase journey
Awareness Consideration Purchase Retention Advocacy
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It will look different than other businesses.
Focus on what questions they ask when researching your product. • When do they research your product?• How do they find your business?
Focus on YOUR customer’s purchase journey
of smartphone users turn to their device for ideas while doing a task. 91%
Awareness Consideration Purchase Retention Advocacy
There are so many places to meet them…
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How do you market to your purchase type?
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Sensible Purchase
Be found online Identify and promote what makes your business unique
Establish a system for reputation management
and reviews
1 2 3
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Routine Purchase
Stay top of mind Continually grow your customer
base through email
Differentiate your business by creating a two-way relationship
1 2 3
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Impulse Purchase
Define your target audience and get in
front of them
Keep messaging relevant for
a personal touch
Craft messaging that inspires action
1 2 3
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Complex Purchase
Create a value proposition
Craft content and messaging around
your customers’ long buying journey
Make your business easy to find — anywhere,
anytime
1 2 3
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Learn about the four purchase types and how they relate to your business
Understand how purchase types help you identify your target audience
Apply purchase behaviors in your marketing strategy
Recap
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• Start figuring out your purchase type
• Develop a survey for customers to see how they go about purchasing at your business
• Talk to your staff about what they’re seeing and hearing from customers
• Watch our video for more information on purchase types
What can you do tomorrow?
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Q & A
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Additional Resources
BlogOrigin of Purchase Types
ResearchHoliday Purchasing Habits: A Digital Advantage for Local Businesses
E-BookReach the Summit: 4 Strategies to Boost PPC Performance
BlogA chat with Andrea Parker about Purchase Types
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Thank you!