Content Marketing for a Short Product Purchase Cycle
In our previous post about long product purchase cycles, we discussed how business owners often don’t take into account the purchase cycle of their product or service while developing their marketing strategy. This post will focus on short product cycle products such as food, clothing, household products, or office supplies. These are all products that you need to buy on a regular or semi-regular basis. The marketing strategy that you employ should be tailored specifically for these kinds of purchase habits.
Some of these short release cycle products might have a sexiness factor to them. If you go to a fancy restaurant, buy nice clothes, or get an expensive new device, you might be inclined to show off your latest purchase by posting a picture on a social network like Facebook or Instagram. It’s essential that you effectively leverage social media in your marketing strategy for these types of products/services.
Make it easy for customers to talk about these products using social media. You should be posting pictures and videos showing potential customers what makes your product desirable and why they will like it. This is the opportunity to showcase the personality of your company or product/service. Share stories about how you made customers happy. Customers will be greatly interested in behind-the-scenes information like how your product is manufactured, or how you figured out how to be more environmentally friendly during the manufacturing process, for example.
Some short product cycle products, such as personal hygiene items, aren’t usually discussed on social networks. You probably wouldn’t be very inclined to go on Facebook and post about how much you like the new formula for Preparation H, for example. For products like these, you can clearly demonstrate the utility or benefit of using them.
Let’s say your business is a shoe store. Your blog could share small customer satisfaction stories. You could talk about helping people solve problems with their feet by doing an expert job of fitting. You can post pictures of happy customers wearing new shoes and having good experiences. Those kinds of things can make a big difference because potential customers can see themselves in those situations.
By using tailored content marketing for your short purchase cycle business, customers will be able to connect with each other to share their positive experiences with your product.