How Today’s Technology Buyer Has Changed, and What To Do To Adapt
July 13, 2019
The Neuroscience of Negotiations
July 14, 2019
July 13, 2019
Marketing is the New Sales
To improve your marketing campaigns, you must understand the emotional cycles of your buyers. First of all, identify the main concerns of consumers in your industry. What are their fears and worries? How will your product help address them?
At times, buyers don’t even know about a problem until you point it out. Therefore, your digital media marketing should resonate with the consumers’ emotions and highlight what they risk by failing to solve their problems.
Your sales pitch, of course, should be more positive than negative. Instead of selling based on fear, your marketing campaigns should identify issues prospects are dealing with, but then immediately highlight the benefits of your product and how it puts these concerns to bed.
Lastly, your messaging must also create a strong sense of urgency. In addition to telling consumers why they should buy your product, explain why they should do so quickly. Do you have a discount that will end soon? Is your product selling out very quickly? What do buyers risk by waiting instead of making an immediate purchase?
Marketing Is Also Still Marketing
While digital media requires advertisers to now play the role of the salesperson, it also makes it easier for them to do their job. Online marketing tools allow you to better understand who your industry’s buyers are. This includes their demographics, interests, personality traits, emotion-based triggers, and more.
Just as importantly, you can also run campaigns that focus on each segment of your audience. For example, you want to show introverts a picture of a person on a phone or at a desktop enjoying your product. Extroverts, on the other hand, are more simulated when they see a group of people interacting with one another.
Similarly, you want to target subgroups within your audience that have a common interest or emotion-based trigger such as a favorite sport, hobby, or activity. This is known as tribal marketing. Tribal in our world is industry specific or role/job/persona specifc. Furthermore, we will go over the role of outbound campaigns in the workshop, which entail marketing to a larger audience outside of your target niche.
Want to learn more about how marketing is changing? Speak to an expert!
