There’s an art to being seen. It goes well beyond putting yourself out there, it also comes down to strategy.
The strategy is part relevance, part content, part-time of day. And, of course, as they say, part location, location, location!
Oxford dictionary defines relevance as the quality or state of being closely connected or appropriate. For instance, my cousin just got into a car wreck (thank goodness, she’s okay), but now she is actively searching for a new car. Meanwhile, I have a car that is in good shape. However, I would eventually like a new car, but it may be a year or two before I start actively searching for the car.
In this instance, information about cars would be more relevant to my cousin who will be ready to purchase a new car in the next 1-3 months, versus myself who can wait 1-3 years.
If she sees a car commercial or a car-related brand online, she is more likely to resonate with it and remember the details, even more than I am. I will be consuming the content passively, while she is receiving it actively.
Speaking of content, how the car-related brand represents itself is also important. What is the tone of voice, the environment, the style, and the quality?
The word content comes from the medieval Latin term “contentum,” meaning ‘things contained.’
What are the various things contained in the commercial, because each one will have an impact on the consumer’s buying decision. From the color of the car to the salesman speaking, a consumer is constantly sifting and sorting through the layers of information that can be perceived in order to make the right decision for them.
Have you ever heard someone say, “the right decision is made at the right time?”
Think about it. Are you a morning person or a night person? Do you feel better after watching TV or after walking outside? Each thing that you do impact your mood, and your mood impacts your decisions.
Now imagine that it’s payday. Perhaps it’s also Friday. Rent is already paid and you still have money left in your checking account. Under these conditions, most of us are more likely to spend at least a little bit of money on something that we either want or need. I know if it was my cousin and she had stacked enough money, she would certainly make a car purchase on a day like that.
The final piece of the strategy is location. When and where can consumers get their purchase? Can they get it online from the comfort of their mobile phone or do they have to go into a store. How far is the store from where they are coming from? Like relevance, each of these factors impacts the customer’s buying decision.
Have you ever purchased something from a gas station or convenience store? Did you care at the time that they marked up the price? No, because they were also bundling convenience and that was valuable enough to warrant an upsell. Take me for instance. Sometimes I will go to the gas station at the corner of my neighborhood instead of going right across the street to Target (and I love Target!).
The easier it is to access a solution, the easier it is for the customer to make the decision to buy.
A few synonyms of location are position, place, and locality. Consider how these things impact your customers and make it as easy as possible for them to access a solution.
In this world of a million brands, position your brand in the best light to be seen. And if you want help from the experts, give us a call or visit our website. We help businesses get visible, get found, and get paid!
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