Just like you would classify your visitors according to demographics and their needs, you also need to classify them according to their behavior. This way, you can deliver the right campaigns that will get them to say YES.
Knowing this can be tricky but with the ever-evolving power of technology and the more data companies are able to collect, it becomes easier to pinpoint the reasons for their actions.
The Ready Buyer
It’s self-explanatory. They go to your website to subscribe or to purchase a course. No effort involved, right? Wrong. First off, you need to make sure that any difficulty in purchasing has been addressed so that transactions push through seamlessly.
This means the website has to be accessible, with the most important information displayed clearly, and the subscription page easy to locate.
Second, you can’t just leave it up to fate and expect ready buyers to come knocking on your door.
You have to lay the groundwork for it, from content that helps your company stay top of mind, to ads that will entice them to learn more about you, and maybe even to launching highly effective paid search keywords.
The unsure buyer, as its name suggests, is unsure of what they want.
It could be many things they’re unsure about–from what they’re looking for (a one-time course, a learning platform that continually pushes out new material, a one-on-one tutorial), or maybe what they need (an industry expert, highly-technical courses, or beginner topics for MOOCs), or perhaps even price points.
The way to combat this and turn the unsure buyer into a ready one is simply to give. Give away highly-valuable information to them. This way, you’re seen as an industry expert and will leave an impression in their minds.
You can do this through any medium, whether that’s on an optimized website or an ad. Just make sure that the copy, keywords, and collaterals are all vetted to be something that will catch their attention.
The benchmarker knows a thing or two more about the field than the unsure buyer.
This is why you need to tweak your strategies when it comes to this type of audience. Benchmarkers know about your competitors and have probably listed down their strengths and weaknesses.
Marketing becomes a court now, where fight for why you think they should go to your company. Of course, this should be done in a more appealing way—through testimonials, video demos, awards and recognitions, ad sales, and the like.
Your goal is to find out what factors are stopping these benchmarkers from fully converting. Knowing that and upgrading your campaign strategies accordingly may feel like you’ve struck gold, sending the customers efficiently from this stage to become ready buyers.
The Return Visitor
For return visitors, there’s definitely enough interest in your company for them to go back. Like with sure buyers, you need to eliminate distracting elements in your website that could deter them from converting. On the other hand, like benchmarkers, you need to figure out that small but essential reason that’s stopping them from doing so.
Besides that, launch effective remarketing strategies in order to widen your pool of return visitors. Not every visitor is created equal, that’s true. However, each one of them—from the sure buyers down to the accidental clicks—can be a potential source of conversions.
This is why you need to present your best self from the very first thing they see, whether that’s your ads, your landing page, or your videos.