Dan Galante

When marketing and selling a product or service, it is important to ask two questions to understand your buyers.

1.What motivates people to buy a product or service?

2.How do people find a product or service to buy?

I surveyed my LinkedIn audience for answers.

1. What motivates people to buy a product or service?

People buy a product or service to: solve a problem, meet a need, or fulfill a want or desire. 49% buy products and services to solve a problem, meet a need, or fulfill a desire. 27% wanted to solve a problem, 16 % want to meet a need, and 8% wanted to fulfill a want or desire.

2. How do people find a product or service to buy?

People find and buy products or services through word of mouth, social media, online search, and,/or product reviews. Of those surveyed, none said they found or bought products from seller calls or emails. No one found or bought products attending trade shows or events; this can be because of the pandemic.

63 % found or bought products from social channels or word of mouth, and 37% found or bought products or services from online searches or product reviews.

These findings suggest businesses need to create products and services that are customer-centric. Businesses need a great reputation to survive in a competitive marketplace.

Answering these questions will help businesses develop, create and, position products and services customers want to buy.

Your approach will vary depending on your industry.

What motivates customers to buy your products and services?

How do your customers find products and services?

Join the conversation.

If I was going to launch a bunch of new product features and I was tasked with developing a social media marketing campaign to market these features to existing customers and generate new leads.

What questions might I have when starting to plan the campaign?

I would ask:

Which channels do customers use when making purchasing decisions?

I would work with the Product Team during beta testing to interview customers to gather feedback on the new features; taking the information to develop blogs and other related messaging. I would also ask customers to provide testimonials about the new features and include them in social media campaigns.

Also, I would survey customers about their learning style and which content format they prefer i.e. videos, blogs, etc. Based on the data from the survey, I would decide which channels I would use along with the type of content to develop.

With what I learned, what might my campaign look like?

The campaign would revolve around a series of Social posts based on customer feedback Including Customer Testimonials obtained from the beta testing and videos of customers using the product. I would build anticipation online using videos to announce the new features. I would have a contest online where users would need to submit an email address.

Which social platforms would I use?

I would use a blog, Email, LinkedIn, Slideshare Twitter, Facebook, Instagram, and YouTube platforms to educate customers about new offerings.

Are there any emerging social strategies I would want to try?

I would like to attend industry events where I could interview experts in the space. I would want to create a group to reward loyal customers and develop an evangelist program where customers would tell their friends.

How have you marketed new product features to current and prospective customers?

Feel free to comment and share.

Creating content that engages customers is key. Another key element to creating customer-centered presentations and digital content is knowledge of buyer learning styles.

In other words, how do buyers learn best?

There are three learning styles, Visual, Auditory, and kinesthetic. 65 percent of learners are Visual but this is not everyone.

Survey Results

I surveyed my LinkedIn Audience to ask which types of content helps them to learn best and what type of content they value most.

As you can see, people learn best from a mix of written, video, audio, and content formats.

Of the types of content, people want to read, many want to read industry insights, how-to, insights from conferences, and a mix of all of the above.

Based on my findings, I would recommend that content be:

1.Created and repurposed in multiple formats

2.Content is about industry insights, how-to, and insights from conferences

The overall content strategy should be based on how your customers learn and the types and format of content based on their wants and needs.

Bonus Content

In the presentation below, I provide ideas and strategies to:

1.Collect information on your buyer’s learning style

2.Create presentations and content that will engage buyers with content that is optimized to their learning style making it more engaging**

3.Create differentiated presentations and content for all learners when buyer learning styles are unknown

** How to Customize Presentations & content to Buyer learning Styles **

from

Dan Galante

How do you learn best and which content format helps you most? Comment and share.