So far in this series, we’ve looked at an overview of the buying cycle and the first step in the process – identifying a need. This time we’re going to discuss the search for information, and the opportunities that step presents for marketing.
In the last article, we used the example of someone trying to solve the problem of family members disagreeing about what was a comfortable temperature in the home. They don’t know if there is a way to have different temperatures in different rooms of the house. So, they Google “how do I get different temperatures in different rooms?”
On the first page of results, under “People also ask,” is the question “Can you control temperature in different rooms?” The answer says, “If one temperature for the entire home isn’t realistic, consider adding an HVAC zoning system. A zoning system allows you to set unique temperatures in different rooms or zones in your home.” The link for this answer doesn’t provide any additional information, but they now have one potential solution.
Under “Related searches,” they see “individual room temperature control,” and find a consumer report that talks about smart vents, another potential solution.
Finally, on page 4 of the results, they see the snippet “Need Individual Room Temperature Control? With the Energy Savings and Available Rebates Why Not Consider a Multi-Zone Ductless That Can Heat & Cool.” Now that sounds really promising! Unfortunately, the link goes to a company in the United States and doesn’t give any more information about this system.
The searcher now does further research on the three possible solutions. Visiting multiple sites, they learn that an HVAC zoning system is expensive and can be costly to maintain and repair. It can also be disruptive during installation.
The smart vents are relatively cheap and easy to install, but they can’t change the temperature very much.
The multi-zone ductless that can heat or cool individual rooms at the same time sure sounds good. It’s also expensive though, and you have to install what some might call unsightly equipment in the rooms being controlled.
The “ah ha” learning so far from a marketing perspective, is that so very many companies that provide heating and cooling solutions failed to address this quite common problem on their websites. What this searcher did not find was a local company website that answered the question and discussed a number of solutions to their problem. If there had been such a site, that company may have had a quick sale!
To attract the other need profiles:
- They know what they want – Be as descriptive as you can on your website about every product or service you offer.
- Desire is sparked – Make sure your mentions and images in newsletters and on social media have a direct link to purchase.
- Perceived need is created – Keep the problem and solution tied together in all of your marketing.
Next up, the third step in the buying cycle, the evaluation of alternatives.
More Articles in this Series:
- A Seller’s Guide to Buyer Behavior – Part 1: Introduction
- A seller’s guide to buyer behaviour – Part 2: Need
- A Seller’s Guide to Buyer Behavior – Part 3: Research
- A Seller’s Guide to Buyer Behavior – Part 4: The Evaluation of Alternatives
- A Seller’s Guide to Buyer Behavior – Part 5: The Purchase
- A Seller’s Guide to Buyer Behavior – Part 6: The Evaluation