The digital marketing world is ever-evolving, updating, reforming, and developing new ways to connect people with brands, products, and services. Writing content that is effective, engaging, and relatable is a task that requires an understanding of your desired audience––those customers for whom your product or service was intended. It isn’t news that companies who understand their communities boast the highest conversion and retention rates within the marketing kingdom.
I had the pleasure of attending a presentation by Scott Schwefel on personalities and marketing. Learning about Schwefel’s four major personality categories reinforced the importance of studying existing customers on a more personal level.
Schwefel breaks down human personalities into four categories, each defined by a particular color and energy. Fiery Red, Sunshine Yellow, Cool Blue, and Earth Green. As you can see in the model pictured, those who are ‘Fiery Red’ lead with dominance and are incredibly strong-willed. The ‘Sunshine Yellows’ are social butterflies, stimulated by the attention others give them. The ‘Cool Blue’ variety is defined by those who live and work cautiously, in a formal and precise manner. The last color, ‘Earth Green’, is associated with a caring, patient, and relaxed individual who carries a mellow vibe into social situations.
For every business or company asking “Why does my customer buy?” your efforts are better directed at qualitative engagement with your community. Curate ideas for content that is customer-minded and culture-driven. Create goals to understand what your current customers and potentially interested parties have in common. Communicating in ways that encourage interaction, while including these people in the conversation will expand the reach of your product/service and create a strong brand identity. The experiences are there, it’s up to us to construct the continuing story.
We find the most valuable information by building relationships and engaging with those whose interest we capture authentically. By getting to know our customers personally, we can better understand them. By interweaving and incorporating their experiences with our products, we create connections, culture, and a narrative.
If you’re still struggling with the question, “Why do they buy?” It’s because the real answer is:
They buy for their own reasons.
Finding common themes can be valuable, but at the end of the day, we each have a different reason for purchasing the way that we do. We all have different motivations, different personalities.
Companies that continually encourage and facilitate engagement with the communities that surround their content tend to harbor loyal customers who return for the brand/culture experience, not simply for the product alone. Schwefel also points out that, “our brains are wired to tell stories, not retain facts,” another key principle for connecting with people. Telling stories that customers will relate to authentically instead of the typical marketing fluff is what will win in today’s market.
Schwefel’s strategy and personality breakdowns can be used to benefit business, not only in social media and marketing, but also applied to how we interact with customers, co-workers, and potential clients from day to day. These are important things to consider and include in messaging to grab the attention of similarly-minded, potential audiences. By applying the resources you have to connect with people and putting forth the effort to continually engage with them, the customers will come. Authentic stories will show them the way.
The simple principles of business are: knowing what you’re selling, knowing your customer, and understanding what that customer needs in order for your brand to make an impact on them. From there, cultivating the relationship will be a two-way street. Although the numbers that indicate high-volumes of traffic to a website, ad, or social media page are important, the efforts companies take to form deeper relationships prove to be time far better invested. By incorporating the customer into your brand’s story, your brand’s culture and community will create itself.
By Micah Trampe