5 types of buyers and how to work with them
No matter how much we say that every customer is unique, but personalised and highly targeted advertising campaigns are costly, and few people can afford them. How do you understand the customer and not go broke experimenting and testing new ‘tricks’ of advertising? How to offer the client what he wants and not to fail? Betonlogos company recommendations will help to take into account the differences in customer behaviour.
In order to adapt sales strategies, train your staff and reduce advertising and marketing costs, you not only need to understand who buys your product, but also to understand how they make a purchase. There are several typical categories of buyers.
A rational buyer cares about facts and logic. Before buying, he or she carefully studies every review, reads instructions and looks at reviews.
- How to interest a rational buyer?
Betonlogos marketing managers advise to provide all the necessary information: highlight benefits, statistics, cases, real examples of use. Place comparison tables and demonstrate why your product is the best choice.
Create video reviews on YouTube. Post blog articles where you make sure to cite facts and figures, and add testimonial and instruction sections on your website. Detailed reviews, guides, and infographics will help close any questions. Organise live consultations via chatbots.
2. Rational Buyers
3. Frugal shoppers
Frugal shoppers are always on the lookout for bargains. They hunt for discounts, coupons and promotions. They are attracted to sales and special offers.
- How to attract a frugal customer?
Betonlogos Czech Republic specialists recommend launching promotions: ‘Buy two products - the third one is free’, ‘20% discount for new customers’. Don't forget about loyalty programmes and offers for regular customers. Economical customers actively respond to email and SMS-messages.
Add these customers to SMS notification bases for sales and monitor their activity on coupon sites. Ensure that the customer's personal account on your company's website makes it easy to find and activate discounts. Register your shop on sites that offer coupons and discounts. You can also organise promotions through mobile apps.
Impulsive buyers make decisions lightning fast, often on emotion. Such a buyer needs to create all conditions for a quick and easy transaction, and then remind about themselves and ‘catch up’ with contextual advertising.
Sometimes it is enough for such a buyer to see a bright package, the words ‘promotion’ or ‘only today’ to immediately click on the ‘buy’ button. It is the impulsive buyer who, having noticed a product with the inscription ‘New’, will put it in the basket without a second thought.
How to interest an impulsive buyer?
- Use contrasting colours and catchy calls to action to stand out. Targeted adverts and limited promotions work well: ‘Discount until the end of the day!’ or ‘Only 10 items left!’
Customers who can shop quickly and sometimes don't think for long spend a lot of time on social media like Instagram, TikTok or Facebook. Therefore, it's important to hold their attention and encourage them to take immediate action. Post short videos with promotions, dynamic stories with countdown timers and colourful posts with catchy headlines.
1. Impulsive buyers
Loyal customers become tacit popularisers of your goods. They are the ones who generate most of your income, leave reviews on your website more often than others, or recommend your shop on social networks. They need care and attention.
- How to keep a loyal customer?
It's important to maintain an emotional connection with these customers. Show that you appreciate their loyalty: send gift bonuses and personalised offers, arrange closed promotions for them. Use personalised email newsletters and create closed groups in messengers or social networks, offer VIP programmes for loyal customers.
4. Loyal customers
5. Research buyers
These customers constantly compare all possible options, value transparency of information and expertise. They think long term, add a product to the basket, but are in no hurry to complete the purchase. His browsing habits are sporadic and have no specific purpose.
- How do you get the research buyer interested?
Show the value of your product. Create guides, checklists and explain exactly why your product deserves their attention. Persuasive videos and infographics will do the trick. Analyse the traffic, habits, interests and age of those who have ever interacted with your website. Set up remarketing campaigns on social media and Google. Publish blog articles with answers to popular questions, optimise your site for SEO.
Personalisation by consumer groups is one of the best ways to capture fleeting attention and interest. Retargeting tuned to behavioural markers and data management platforms allow you to track their activity.
Every customer is unique, and it's important to understand their motivations in order to select the right advertising channels and cater to their preferences.
Opinion Betonlogos Czech Republic
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