Despite our best intentions, we humans are inherently irrational. We often make decisions based on feelings rather than facts. This proves especially problematic when faced with having to make an informed decision. We hope the people that we are trying to reach are rational decision makers and not knee-jerk reactors.
A rational decision maker online researches information to mitigate the risk in choosing one path over another. Most people today use the internet to research problems and discover information that will lead to a less risky decision. When trying to book a getaway location for our holidays, I know that I use the internet. When I was looking for the best internet hosting service, I used the internet. When choosing the best cloud storage, I use the internet. When I want to buy a new car, I use the internet.
The washingtonpost.com partnered with MORI Research and Nielsen//NetRatings @Plan to understand how business decision makers (BDMs) use the Web. They discovered:
“77% say the Web is the place to find out about new products and companies – more than twice as many as the next highest medium”
We know that we, as decision makers, will use the internet to research and find solutions to the issues we face on a daily basis. But, for our businesses, we want to know how to reach the people who are using the internet to search for our products or services.
Here are three key things to focus on when you are trying to reach decision makers online:
You must be sensitive to the way the decision maker you are trying to reach looks for things. Think like the decision maker you are trying to reach. If you are selling cars, what are the things that someone buying a car will look for when trying to make that decision? Life is uncertain and you want your online decision maker to analyze any unexpected changes and weigh the ensuing risks before it’s too late to take action.
Narrow Your Focus
Rather than trying to advertise to everyone and shout “Hey, buy my car!” think about who would benefit from buying your slightly used Jeep Wrangler with a dent in the front fender.
Decision makers are busy people so don’t waste their time with stuff they cannot use.
People have very short attention spans. Sometimes short is much better.
By following these techniques, you can take enormous steps in identifying online decision makers and furthering your sales and marketing success.
I am an artist, an analyst, a researcher, and an online development specialist serving the online information industry.