In Kosher Marketing, you want to be relevant. A hot dog stand at Shea Stadium that’s open on a Sunday afternoon while a Mets game is taking place is relevant to 50,000 hungry fans. A hot dog stand at Shea Stadium that’s open Monday morning during the first week of December is irrelevant to those very same fans. Did the fans suddenly stop liking hot dogs? Absolutely not. The hot dog stand is just in the wrong place at the wrong time. You need to be in the right place at the right time with your messages. The way to make sure your messages are relevant is to understand the customer’s buying cycle and the questions they have at each stage.
Your customer’s questions and concerns change dramatically as they move through the buying process. By understanding their mindset at each stage, you can give them exactly what they want, where they want, and when they want it.
Click to enlarge.
Here’s a personal example of the process I went through when I bought my first digital camera:
First, I wondered why I would even need a digital camera. After reading several articles in the New York Times, I realized that digital photography was a better way to fuel my passion - taking pictures of my kids. When I wanted to learn more, I did a Google search on “digital camera”, and found many hobbyist sites. After learning new vocabulary like megapixels, jpeg, RAW, and image stabilization and reading a buyer’s guide at dpreview.com, I decided I needed a DSLR. After going to Nikon.com and Canon.com, I chose Nikon, a specific model number and a combination of lenses. The Google searches became more specific “Nikon D100, review, telephoto, sports photography.” Once I knew which lens I needed and found reviews confirming my choices, I had to figure out where to buy it. So I asked a friend, and he recommended B&H Camera.
Click to enlarge.
As you can see from the diagram and the camera example, a customer’s questions and information needs change as he moves through the buying cycle. As his Google searches evolve, so do the places he looks for content. The more he learns, the more depth he wants and the more assurance he needs that he’s making the right decision. In short, a Kosher Marketer has to not only target specific customers but he has to understand that their needs for answers will change dramatically over time. The marketing pieces you create have to lead the customer through the entire buying process, and ultimately to your front door.
In the coming weeks and months, we’ll explore each of the stages of the buying cycle in depth, and discuss the kinds of content you should create for each stage.
{ 0 comments… add one now }