How Do We Get Inside Our Buyers' Heads? | Small Business #Marketing Tips

How can we ensure we're inside the prospect's mind at the right time, so we're one of the options under consideration when they're ready to purchase? While there's no single right answer, the data suggests we shouldn't be putting all our eggs in one basket. We should be marketing to all category buyers, ideally by splitting output between wide-targeting brand awareness with more selective sales activation stuff. We also need to stop thinking about marketing being a series of individual and independent campaigns and look at things from a longer-term customer's buy on their own terms, when they're ready. We can never know exactly when they'll come into market, so we need to be there when they do. Taking a break between bursts of marketing activity, or even deciding to put things on hold, means losing the momentum we may have built up to that point. We may want to pause, regroup, and replan, but that doesn't mean the market will behave in the same way.