For most people, before buying something, they spend some time researching online. You have probably done it as well — and it makes sense. After all, who wants to squander their hard earned cash on not-the-best option?
To make this happen, you feel the need to take advantage of the Internet and wholly review your choices by reading reviews, pondering information, and inquiring in the internet world for suggestions.
For brands, businesses, and marketing professionals, this means that you have to be providing the right information to reach and convert these kinds of shoppers.
Read on to learn how to create content for the research-obsessed consumer.
1. Recognize what drives research-obsessed consumers.
Before you can begin creating content that appeals to the research-obsessed consumer, you first need to understand why they do so much research and what motivates them to make a purchase.
Generally, people pre-research a restaurant, a movie, a pair of shoes and so on because it helps them to get excited. For inquisitive buyers, getting a sneak-peak of what is to develop translates to them becoming very excited. In the months, days, or minutes leading up to an occurrence or purchase, many desire a preview.
In fact, the research process can be understood as being an integral part of the experience or the purchase.
Additionally, doing pre-research helps to drown any anxiety or nervousness about spending money. Regardless of whether you are going somewhere new or looking to buy a new laptop, gaining some knowledge beforehand helps save time and ensures that you have some basic understanding of what you are getting yourself into.
Finally, conducting pre-research is a way that consumers can endeavour to generate the most exceptional experience imaginable. As they can use the Internet to search for a wide array of opinions and suggestions, research-obsessed consumers feel an inner pressure to do research in order to eliminate any feelings of regret post-purchase.
What does this mean for you?
Well, you need to understand that generally, buyers evaluate options for a while before they actually make their large purchasing decisions. Therefore, their research may begin a long time before the definite need to make a decision appears, and you need to take advantage of this timeline.
2. Create content that revolves around the most useful topics for your customer.
No matter what platform you are creating content on, or how often you are producing the content (although the more consistently, the better), your primary concern should be that you are creating the most useful topics for your customer.
You need to be reaching your target customer; otherwise, there isn’t much point in investing time and resources into the production of content.
Despite the fact that an incredible amount of content is put out into the world on a daily basis, it is not inconceivable for your content to develop a widespread readership; you merely need to be producing the appropriate types of posts on the most useful topics.
To be able to do this, you need to have a thorough understanding of your target audience. This is necessary if your content is going to engage your readers. You want a reader to comprehend that you understand and appreciate them as an individual and consequently are solely communicating about subjects or advertising products or services that are in their best interest.
An excellent way to ensure that your content team is producing the right kind of content is to send out surveys or polls that ask your customers what topics, questions, or information are essential for and to them.
As soon as you start posting content, you want to ensure that you are employing analytics to monitor the performance of each piece of material. It would be best if you gathered analytics based on themes, compositions, posting times, and length.
3. Think outside the box when it comes to content.
That being said, it isn’t just the written word that falls under the category of “content” and, in 2018, you have the ability to think outside the box and get creative when it comes to reaching research-obsessed consumers.
One of the best ways to reach them is through speaking engagements or live events with public speaking.
More and more companies are realizing that live events should be a high priority in a marketing strategy because they present one of the best opportunities for your business to connect directly with your target audience.
During these speaking engagements or live events with public speaking, your representative has a lot more time to create a compelling brand narrative than you have in a blog post, tweet, or YouTube video. Being able to articulate your brand’s narrative clearly enables you to stand out from the loud, overcrowding hum of your industry.
What is your firm technique in ensuring that you create content for the research-obsessed consumer? What strategies have you found to work? Which ones don’t? Let us start a discussion in the comments below!
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.