As a marketer, if you understand your customer's motivation, you also understand what makes that customer take action, either in the form of an inquiry or an order. The folks at Marketing Sherpa do quite a bit of research on many elements of marketing, including customer motivation. In this intriguing blog post, Courtney Eckerie enumerates and answers five key questions you need to ask to understand customer motivation.
The questions are:
- Where is your customer in the thought sequence?
- Where is the traffic coming from?
- What conclusions do your prospects need to make before buying?
- What are their pain points?
- What do they value?
In beginning to answer question 5, Eckerie writes, "Understand that every action a customer takes in response to a given marketing message is a window into two key aspects of their motivation:
- Amount (how much are they motivated)
- Nature (what is powering their motivations)
Once you understand that, then this question (What do they value?) leads you from motivation to the next phase of the Conversion Heuristic — value proposition."
Read the entire blog post for some valuable insights into customer motivation.
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