The internet has made it incredibly easy for you to set up an online business and direct traffic to your website, but what isn’t so easy is getting people to actually buy what you’re selling.
Perhaps you have a good grasp on your target market, and of course knowing who you’re selling to makes everything a whole lot easier, but if you haven’t yet studied the buying patterns of your market and built your business around what appeals to them, you are ultimately making your job much harder than it needs to be.
Hopefully, the information you are about to read will help!
I’m not saying you won’t make money by simply knowing who you’re selling to, because identifying your target market is extremely important, but if you really want to boost your sales, you will need to look past the “who” element and find out “what” makes them tick… or more importantly, buy!
When it comes to marketing online, you must understand your consumers. You have to learn what they are looking for and how they use the internet. This information can help you grab their attention and get your marketing message in front of the right audience, which is oftentimes half the battle.
And speaking of “battles”, let’s talk battle of the sexes. No, I am not talking men verses women here in an all out brawl. I’m talking about what the differences truly are between male and female shoppers.
Why is this important?
Well, if you really want to get to know and understand your target market, you will have to understand what makes them tick and research shows that men and women “tick” very differently when it comes to making purchases.
What do they look for? What makes them interested? What turns them off? These are all important questions you will need to discover the answers to in order to gain a full understanding of the “consumer blueprint” of both men and women.
Come to find out, men and women don’t only differ when it comes to who gets control of the remote. In fact, when it comes to shopping habits and even online habits of men and women – they differ a great deal.
Research in Gender, Design and Marketing by Gloria Moss teaches us just how different men and women approach the shopping experience, what appeals to them and what turns them off.
For example, did you know that both men and women alike are drawn to images of their own gender?
Men are drawn to more technical images, whereas women seem to prefer rounded shapes and detailed surfaces.
Women like more colorful, bright images than men.
Men prefer “comparative advertising” whereas women prefer images that depict “harmonious relationships”.
And the differences don’t end there.
History shows us that women were more hesitant than men to jump on the internet bandwagon when it was first introduced to the general public. However, that is no longer the case. The truth is that today, studies show that women under the age of 65 are quicker to use the internet than men. That is quite a shift from the usage patterns of old.
Women love to use the internet for research. We seek answers to questions about our businesses, our health and our families. We are blogging, sharing and even starting businesses all on the World Wide Web. The internet is where we go to, you guessed it, shop!
For men, the internet has become more of a tool for entertainment. They use it to read about news, sports, movies and download music. They spend time playing games, reading about games and finding out what games come out next. And while they hate to shop in “real life”, you will see just how important it is to understand that more and more men are becoming shopaholics online.
So you can see why these two groups of consumers have to be separated and understood as their own, individualized categories and thus, must be marketed to as such.
When we review studies that have been done on the different ways men and women use the internet, we can gain a greater deal of knowledge on how to position our products online.
Now, think about your target market. Is the majority male or female? This information can assist you in not only where, but how you position your product or service. You will learn to consider the buying patterns of men versus women when you are formulating upcoming marketing campaigns and be able to put it to use in order to increase the conversions you gain online.
Do you see how valuable this information can be?
Stay tuned because next time we will be discussing how men shop and how you can leverage this process in your online business and start selling more!