2. Information search.
The next step in purchase decision making is the information search. This is why experts recommend that small businesses focus on ways to maximize brand awareness online and offline. As you learn more about your target audience and “where they play” so to speak, you’re better equipped to prioritize and focus your marketing efforts — which in turn will save you time and money.
So if you’ve been hesitant about develop an online strategy — here’s why you’re missing out.
The Internet has transformed the way people learn about and shop for products. “The commercial use of the internet by American adults has grown since the mid-2000s, with 58% of Americans now reporting that they perform online research concerning the products and services that they are considering purchasing,” according to a 2010 Pew Research Study. This figure is said to increase year over year.
Therefore, if you’re not building a brand online (as well as offline) you’re missing out on tremendous profit potential and opportunities.
Tip: Utilize inbound marketing techniques such as search engine marketing (SEM) — search engine optimization (SEO), pay-per-click (PPC) advertising — blogging and social media to aid consumers in their information hunting and gathering stages.
Next week, we will look at the three remaining ways to optimize your brand and link your business activities to consumer purchase behavior.
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Photo Credit: Max Mara
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