Article

Demetris Stefani
Demetris Stefani 4 April 2016
Categories Content

Don't Ask Her to Marry You on the First Date!

I am sure you have been on a date before with someone that seems ideal to you! Perfect chemistry, funny, attractive and she can't stop talking about your interests! Would you ask her to marry you on the first date? Of course not! Then why do this with your clients?

Businesses usually fall in the trap of saying too much within a marketing push by asking immediate conversions or sales. The result: few conversions or no conversions at all.

In this article I am going to talk to you about three different types of customer intent and how to optimize your communication efforts for each type of intent.

Let's say Barney, a random guy has a problem. He's dissatisfied with the car he owns. He's not sure why - maybe it's not fuel efficient, or the seats aren't comfy enough, maybe it's too old, or he doesn't like the color. He's not ready to buy a new car yet but he is open to finding more information about his options.

As Barney is reading the daily news on his favorite portal, one day he sees an ad about new cars and clicks through. What triggered him to click depends entirely on the creative that matched his intentions. Since Barney is not actively seeking for a new car but only thinking about it, he may not respond to an ad that calls him to buy now. What would actually  be valuable for him at this point of his purchase journey will be an ad calling him to explore all the different types of models of cars he could find out there.

As you understand, not everyone is ready to buy on a single click. In fact different people are in different stages of their buying process; thus many marketing messages need to address different people. In order to simplify things let's separate these intents in 3 different types. See-Think-Do,

See represents the broader audience. These people might have similar demographics to your current customers but this doesn't mean they are interested to buy your products. What you need to do with this audience is grab their attention and raise awareness towards your Brand. What you need to do is make sure that your ad is centered on branding. Make sure you are effectively targeting potential buyers but don't be product oriented. Give them the chance to create an initial connection with you (follow, like, share, views) and track their status.

Think is all the people who are "flirting" with you. They are the people who are thinking to buy your products but haven't decided yet. In order to help them consider your Brand to their final decision you need to provide them with valuable information and content of high emotional value. You need to explain all of your brand values and benefits, seek to drive engagements and try to find them where they spend most of their time online. What matters at this stage is your ads click-through rate, the bounce rate of your landing pages and the number of leads you obtain.

Do ask them to marry you. Those are the ones ready to make a decision. You want them to choose you, and you want to make sure they can do that with ease. Be clear and to the point. Whether it's going to be: "Will you marry me?" or"Buy Now!" make it clear, simple and Bold! At this point you might consider re-marketing in order to optimize conversions and minimize costs, minimize risks and make processes simple. The most important metrics to track at this point are your revenues. 

Of course we don't think Barney would buy a car online but differentiating our message to his intent will help him decide which Brand and which model online, ask questions, make up his mind, provide his contact information and finally sign up online for a test drive!

stalo christodoulou
stalo christodoulou

A very interesting article and could not agree more!!

Irene Kalogirou
Irene Kalogirou

Excellent! This applies in all aspects of marketing! And now I think I am ready to marry you!!!

Despo Lefkariti
Despo Lefkariti

Insightful analysis of the engagement process and good tips!!!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Life of a Twitter Influencer [Infographic]

Life of a Twitter Influencer [Infographic]

The following infographic Illustrates the life of a Twitter Influencer and includes everything from earnings, cheatsheets and social movements started on Twitter. While Twitter may not be the most popular social channel it is still one of the most powerful channels to spark online conversation. If you're a Twitter influencer, this infographic is the ultimate guideline to your future tweets.

Chiara Di Rago
Chiara Di Rago 30 November 2016
Read more
50 Chrome Extensions That Will Boost Your Productivity

50 Chrome Extensions That Will Boost Your Productivity

Today you can find Google Chrome extensions for almost anything that you can think about. In the sea of available extensions, it can be a hustle to choose which one are the best for your type of the business.

Aleksej Durdevic
Aleksej Durdevic 29 November 2016
Read more
Digital Marketing - The Wave of the Future

Digital Marketing - The Wave of the Future

With social media platforms like Facebook holding well over 1.6 billion users world-wide (and counting), these digital platforms have become the new marketplace. In order to properly promote business brands and products or services, an online company needs to employ the services of a specialist known as a digital marketer.

Mohammad Farooq
Mohammad Farooq 29 November 2016
Read more