Types of Buyers & How Understanding Them Could Transform Your Business | Marketer Intel

Types of Buyers & How Understanding Them Could Transform Your Business

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Types of Buyers & How Understanding Them Could Transform Your Business

December 29, 2020

John Vuong


Business advice, SEO

Why is it important for business owners to understand their buyers? Well, knowing who your buyers are, where they are located, and what they want helps you come up with effective strategies to deliver their services to them. It’s also crucial to understand their purchasing behaviour. The more you pay attention to their needs and wants, the more specific and targeted your action plan becomes.

Keep in mind that different types of customers have varying personalities. And because not all customers are alike, they have different needs and expectations depending on where they are at your sales funnel. As a customer-focused business owner, you need to meet these demands and be readily available for them.

Below are 6 types of buyers and how you can make their contact with you count.

  1. People Who Already Know You

This group consists of people who are satisfied with your products or services, word-of-mouth referrals, and loyal customers. They are what keeps your business alive because they keep coming back to you and even recommend you to their families and peers.

Loyal customers are a natural result of a great product, customer service, and a reasonable price. When you do great in all these departments, people will naturally spread the word about your company leading to more referrals.

How to make loyal customers stay loyal:

    • Discover what exactly are the factors that make them satisfied with your business.
    • Study these factors and apply these in your other customer experiences.
    • Ask them to write a review or testimonial on what they like about your product or service.
    • Nurture your relationship with these customers. Keep them engaged and excited about your products or services.
  1. People Who Don’t Know Your Business

Also called potential customers, these types of buyers are new to your city or town. Therefore, they don’t have the slightest idea about your company and what you offer. They turn to Google to look up products or services they need. Any purchase that results from their queries are called organic purchases.

People Who Don’t Know Your Business

Common examples of this type of customers are:

  • Renters
  • Immigrants
  • Local residents who’ve just moved back home
  • Travellers

Sooner or later, these potential customers will be looking for services like plumbing repair, dry cleaning, car repair, physiotherapy, or general dentistry. You need to be visible and reachable online to capture this market.

How to turn potential customers to buying customers:

    • First, identify the top search terms these people are using to look for your products or services. Incorporate these terms into your content for a higher chance of getting ranked on search engine page results.
    • Give them value. Potential customers are already interested in what you offer. The next step is to build on this interest and highlight the benefits they can get when they purchase from you. Direct them to a landing page, a case study, or social proof.
    • Offer your expertise. Give them reasons to trust you by letting them know they can come to you for advice. Not all potential customers will need plumbing repair every time, but at least you’ve established yourself as a brand they can trust. And they will remember you for it once the need arises.
  1. People Who Only Need You During Emergencies

Some services are made to help people get by with their everyday lives, while others are more urgent during emergencies. But who can tell when emergencies are going to occur?

People Who Only Need You During Emergencies

At any given day, there will always be someone who will need to get their chipped tooth fixed, their tire replaced, or their pipes decongested. If your company specializes in these kinds of services, it’s important that you’re visible on Google at times when people go to the internet to get immediate help.

How to better serve these potential customers:

    • Optimize your content with search words and phrases people use to look for specific emergency services.
    • Make contacting your company easy and straightforward for customers. The less clicks it takes to get to you, the better.
    • Provide the response as swift as you can.
  1. People Who Are Dissatisfied with a Certain Service from Another Company

These types of customers may have had an unpleasant experience from another company or are looking for a different service provider with a better product or service. Wherever their dissatisfaction stems from, these customers are actively looking for something that matches their needs or is a better fit for the problem they’re trying to solve.

How to satisfy these potential customers:

    • Optimize your content with search words and phrases people use to look for certain services.
    • Make contacting your company easy and straightforward for customers. The less clicks it takes to get to you, the better.
    • Deliver an instant response. Try to exceed their expectations.
  1. Buyers of Big-Ticket Items

These people are planning for a major project or event and are shopping around for a service provider that can help make the undertaking a success. These customers may need a contractor for a home remodel project or are looking for leads to a storage space for shipping furniture pieces.

How to serve these people:

    • Optimize your content with search words and phrases these people use to look for your services. This increases your chances of getting found online.
    • Make contacting your company easy and straightforward for customers. The less clicks it takes to get to you, the better.
    • Respond to their queries as fast as you can.
  1. People Who Are Comparing Prices

There are also the ones that are not eager to buy yet and are biding their time looking around for prices. These people comb through websites after websites comparing prices and deals, meticulously looking which company offers the best products at a lower price tag.

There’s no winning these people over in an instant, but you need to make their time on your website worth their while by telling them your unique value proposition and how it relates to your pricing.

How to deal with price shoppers:

  • Find out what these people are looking for and give it to them. Your products or services may not always be the best fit for them but at least you’ve informed them about your offers.
  • Highlight your value. People are also shopping curious about the value they can get for a specific price. This is an opportunity for you to explain your value proposition. Emphasize the “cherry” on top of your offer that they can’t find elsewhere.
  • Up your local SEO game to improve your site’s ranking and position yourself as an authority in your industry. So by the time potential customers are ready to buy, they can easily find you on Google and consider you as an option.

Bottomline

You don’t always have to win all customers, you just need to win the BEST type of customers for your business. No matter which type of buyers you want to attract, always be ready to cater to new customers who can become the backbone of your business. Find qualified customers that will be good customers in the long term.

The great news is that Google gives you the opportunity to go after any type of buyer. You just need to boost your online presence, improve your ranking on the search engine, and position yourself as an authority.

You don’t need to do this alone. That’s what Local SEO Search is here for. We help all kinds of businesses build their brand online, get new customers, and rank higher on search engine results pages. Having decades of combined experience in digital marketing for small businesses, we understand the evolving needs of a fledgling business. And we can help you scale your company.

Call us at 416-888-8756 or 1-877-689-5268 for a FREE consultation!

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