Grant Leboff explains why triggers and events are so important in your customers buying process.
No one wakes up in the morning and decides on a whim that they're going to look for an accountant, a training provider, or engage a recruitment agent.
All of those purchases are precipitated by an event. In fact, whenever we look for products or services there's a reason and something that's going on in our lives.
If, as a company you can identify the events that would lead someone to look for your products and services, it would help you create really compelling marketing.
For example, no one wakes up in the morning and decides, on a whim, just to go and buy a car. There will always be events that will lead someone to look for a vehicle. It might be that someone changes their car every three years. It could be a new addition to the family and their car is no longer fit for purpose. It could be that their car just keeps breaking down. By understanding these events, you can create some really great material.
So, on a car dealer's website, rather than simply just having a list of makes and models, you could also have some of those events. It could say ‘new addition to the family?’ and when I click on that link the first thing you show me is how your vehicle performed in the safety test. If I'm about to put a new baby in the back, I might care about that. Then you could have a list of child seat compatibility and maybe a YouTube video of how spacious the boot is and how easy it is to get a buggy and shopping, etc., in the back of the car.
Back to our accountant. If they understand that one of the times people may look to use them is when they're looking for capital investment into their business, then an accountant may produce hints, tips, ideas, and plans about how to work that system in order to be found at the right time.
Customers will go online to look for the products and services that they want. Therefore, you need to understand the events and triggers that will lead them to that search.
So why not list the events that will lead your customers to look for your products and services and then think about the compelling content you can create that will be valuable to them in those moments.
There may be small changes to the spoken word in this transcript in order to facilitate the readability of the written English