No matter what audience you’re targeting, you can segment them into three distinctive groups — some of which are worth more of your time and effort than others. Knowing about these three types of people can not only give you more insight into how to properly tailor your marketing, but also helps you understand how your audience thinks and their motivations behind buying.
Here are the three kinds of people that are in your audience, and how to work with each one to help grow your revenue:
Customers That Buy From You Regularly
These are obviously the best kind of people, and if your entire audience could be made up entirely of this group, you wouldn’t be reading articles like this one! Sadly, although they may buy from you regularly, they don’t provide enough sustainable volume overall.
You certainly want to encourage them to buy more, and one way to do that is by offering bundles or packages. What can you offer that would bring more value to them? It’s no secret that, when people find what they like, they are hesitant to try something else (think of any restaurant you’ve ever been to).
Is there some inventory in your latest collection that just isn’t moving? Bundle that with a best-seller and bring the cost down a bit or offer the sample at the cost of shipping for free.
Not a product-based business? Implement a referral program for previous customers or send them your Google My Business (desktop) or Yelp (mobile) links to review your business.
Whether it’s accessories, an additional service or packaging services, it can be turned into something that will help add volume (and loyalty) to this already-engaged audience.
Sale-Lovers That Only Buy When Things Are Discounted
Let’s face it, everyone loves a good sale. But there are those users who only buy when something is on sale, and not until they know a sale is coming.
In other words, they’ve been trained (or conditioned) to expect a sale, [caution] further discounting your brand perception overall. On the other hand, sales are great to make room for new inventory and to spread the word of the brand. Create a buzz for it– send out an email blast with a countdown for the upcoming sale or reward them for UGC content by providing discount codes upon receipt in addition to the sale offering. If they know when the sale is happening, they’ll be more ready to buy.
With this in mind, it’s possible to get them motivated with loss leaders — products that are discounted to where you may not make any profit (or could actually lose money) but the other products that they tend to buy make up the difference. Beyond that, you may want to experiment with other tests, such as offering fewer sales but more discounted items, or free shipping at a certain price point. You could even try implementing the discount with the purchase of a full-price item.
The Never-Gonna-Buy From You
These are the people that, unfortunately, make up the bulk of your volume. No matter how good the offer, no matter how irresistible the headline, they’re simply not budging. It’s not a matter of the quality of your product or service.
Here’s why they aren’t buying:
- Their needs have changed and moved on to needing something else.
- The product is not a good fit for their needs.
- The competition is offering a similar product but better.
If you have a fairly clear idea of what these people may need, and it’s not something you provide, you may want to look at partnering with other solutions or product providers who do offer what they want, and see if you can funnel some interested buyers their way in exchange for a commission. This way, although you may not be the right match for them, you’ll still be helping them to find what they need from a trusted supplier.
For future, instead of offering discounts in exchange for email addresses, try offering a white paper or infographic that provides the consumer with additional information in exchange for their email address; this helps to showcase your brand as an industry leader and does not put your brand automatically on discount. This way, you can begin to shrink this 3rd persona in your audience.
Working With What You’ve Got
You’ve got some very different groups to work with and each of them have different needs and expectations with regards to your business and your product or service. By working with each one according to their needs and what you have to offer, you can turn what would ordinarily be a drag on your sales, into more opportunities for referral partnerships, greater upsells and bundles for higher profits overall.
If you’re struggling to connect with your audience at these different levels, you’re not alone! At Workdom, we often see savvy business owners who struggle with outreach to their different audience segments. We can help you turn reluctant buyers into recurring streams of revenue. Reach out to us today to learn more!