More importantly, which type of internet searcher generates more sales for appointment-based small businesses?
In Marketing 101, we all learn how consumer behavior varies while in different stages of the Consumer Buying Process. That process holds true online as well. Different stages generate different types of online searches.
- Problem recognition
- Evaluation of Alternatives
- Purchase Decision
Once a consumer has determined that he or she may have a need for your business’s product or service, he or she has virtually unlimited information available to research the subject via the internet. We call these people (Information) Gatherers.
At this stage of the buying process, people are not yet ready to make a purchasing decision. Yet many small businesses spend their marketing dollars trying to reach them. It’s no wonder businesses don’t get new customer inquiries from this type of marketing. They’re targeting consumers at the wrong stage of the buying process.
At Swift Marketing Partners, we target consumers when they become “Hunters”, i.e. after they’ve done their research and are ready to evaluate the alternatives and make a purchasing decision. They’ve gathered the background information they need, and now begin the hunt for the company they want to work with to provide the product or service they’ve decided they want to buy.
For example, we’d waste a lot of marketing money if we tried to convince consumers that they needed to replace the windows in their home to save on energy costs. But, once a consumer has determined – through their own independent research – that they’d like to replace their home’s windows, then we work to get that hunter to find our client and select him to do the job.
We hunt just the hunters. It’s another reason why our Pay-Per-Inquiry program is such a cost-effective alternative for small businesses that have struggled with high marketing expenses – and disappointing results – in the past.