Today’s customers don’t just buy; they research, share, and decide, based on brand identity and trust.
So, what makes their buying decision easier?
- Google is King
Firstly, you can’t be a secret, they have to find you. That may be through a Google search, via a colleague/ referral partner talking about you (and then they Google you), through a social media post, a brochure, a radio ad, a flyer, a billboard, the list goes on. Whichever way, it will generally end up in them Googling you. Try it for yourself – pop your name into Google and then the company’s name – see what you find!!
- Confusion kills future conversations.
Clarity is key. From your website copy to your ads to your pitch, clarity and simplicity are essential to maintaining realness with your audience. Your audience only wants to know three things quickly:
- What do you offer?
- Why is it the best?
- How can I get it?
If consumers are working too hard to find this information, you’re already losing them
- Reviews rule the game.
Once they know about you, they are going to go stalking and comparing. Over 85% of consumers trust online reviews as much as personal recommendations. Studies indicate that 81% of consumers use Google to check online reviews about local businesses before deciding. Moreover, consumers are more likely to choose companies with a 4-star review rating or higher.
- Social sharing influences decisions.
Customers want proof that your services work, whether from the mouths of others or testimonials displayed. By showcasing relatable, diverse, and authentic experiences, your business can appeal more genuinely to consumers.
How can I tell a clearer story?
- Remap your “Why – Purpose” and “Why Us”
Customers aren’t just buying a product. They’re buying a solution or an experience. Make sure your messaging reflects your purpose.
- Put Your Customer Front of Mind
Research where your customers are, what platforms they’re on, and their interests. Put yourself in your customer’s shoes; how do you view your business, what’s in it for them?
- Share your Success
Reviews, ratings, testimonials, partnerships, and user-generated content all contribute to building a profile of trust. Showcasing real clients with their challenges and outcomes makes your experience more accessible and tangible to your audience.
Not sure what to do next? Let’s talk.
