[updated May 2024] We often say there’s no magic bullet when it comes to marketing. You might do everything technically right in a best-practice way but customers still don’t take the plunge and buy from you. And it could be any number of reasons, some of which you can control and others you can’t. One need only look at the pandemic from a few years ago as an example. Some businesses benefited hugely from it (online meeting and conferencing platforms, entertainment/media companies), while others were crushed due to reduced demand and restrictive access (local restaurants and shops, cruise lines and theme parks.) That’s just luck, frankly. And no matter what some entrepreneurs may claim, luck remains a big part of success. 

That said, over the years, we’ve consistently found 10 core reasons why customers choose different businesses, buying from them regularly.

Reason No. 1: An amazing product or service that exactly meets their core needs.

Does a great product or service just “sell itself” as many in Silicon Valley believe? No. You need great marketing too. That said, if people buy something that helps them and/or provides a solution for their core challenges or desires, that often is all they need to buy it again or recommend it to their friends.

Reason No. 2: A brand that stands out in the industry.

OK, maybe there is one magic bullet. And that is establishing a strong brand in the market. It’s the reason companies do Super Bowl commercials, or still advertise on billboards. Staying top-of-mind is key to any effective marketing campaign. When you have a strong brand, every marketing channel you engage in, becomes that much better – a strong brand will help your email campaigns, SEO, content, paid advertising – and almost anything you do. The hard part, of course, is establishing that brand, as it often either takes money (for you to spend on said advertising) or effort (creating content that continually puts your brand in front of potential customers). Brands that stand out in the industry aren’t shy about promoting themselves so the bottom line: stay aggressive. 

Reason No. 3: The ‘best’ price among your competitors.

Sometimes people mistake this for having the “lowest price.” But that’s not always the case. Certainly, low prices are something that many customers look for. But depending on the market you’re serving, what you should aim for from a pricing perspective is the best price for the value that you’re providing. That’s a slightly different approach. Sometimes that means pricing products or services above others (especially if you’re serving a luxury or high-end market). How do you figure out the best price? Get to know your customers really, really well and what their expectations are.   

Reason No. 4: An established authority or expertise.

Regardless of the industry, one thing we recommend most businesses do is establish their authority or expertise in a particular industry. Many large and small companies focus on this area as the primary narrative for their business. Typically, this is done through creating helpful content that positions them as the go-to source for reliable information but it can certainly be done through advertising or other marketing channels as well.

Reason No. 5: Showing up at the right place and the right time.

Let’s face it. Sometimes, as a business, you just show up at that moment when people are ready or willing to consider your products or services. Whether that’s accidentally serendipitous or purposeful, doesn’t matter so much as your timing ends up to be great. One reason Google search ads, in particular, can be so effective at driving conversions through leads or sales is that many businesses will focus on those queries where people are looking for solutions. 

Reason No. 6: Great word-of-mouth.

There’s a reason all companies seek great word-of-mouth: A testimonial from a fellow consumer or customer (especially friends or those in one’s network) is often worth a lot more than anything a company could ever say about its own products or services. That’s because word-of-mouth is more “authentic” in that way. As a business, you might think word-of-mouth is much beyond your control, but there are certainly things you do control, such as:

• • Creating a great product or service to start with
  • Providing great customer service
  • Making it easy for your current customers to talk about you (such as social sharing)
  • Developing a workflow (especially for local or small businesses) that involve getting additional ratings and reviews in Google reviews or Yelp.

Reason No. 7: A reputation for a great customer service.

Mentioned above, great customer service certainly plays a role in creating word-of-mouth about your business. But it also translates into repeat business for those customers you serve, regardless of whether they tell someone else or not. What does this mean in practice? It entails being responsive to customer queries in a timely manner – in social media, in-person or on the phone. And obviously, being nice while doing it. (As we’re all about “nice” around here.) One thing you can do: Build in more marketing automations, especially via email that are personalized to the customer, whether that’s pre-purchase or post-purchase. By doing so, you’ll help them feel more comfortable that you know who they are and where they are in the buying journey.  

Reason No. 8: Relatability and reliability (a human face).

If customers relate to you and you’re reliable, they ultimately trust you, which is a huge factor in any buying decision. One thing we’d say here is that there’s certainly a trend with many businesses toward automation and machines – and less human interaction. You need only look at Google, Facebook and Amazon to see where all this is going with mostly faceless interactions between them and the customer. That said, we do believe there’s still a role for that human touch in many businesses, as people often want and need that from a business that serves them. One thing you can do: Use original photography or visual assets to show people who you are. 

Reason No. 9: Convenience.

When you help an individual or business save time with your products or services (or the just fact that you’re nearby), what you’re doing is essentially planting a trigger in their minds that you’re convenient for them. After all, why go to a store that’s 2 miles further away if there’s one near you that provides the same services. Or why use a service that takes twice as long versus one that cuts your time in half?

Reason No. 10: Social and community values. 

More and more, surveys suggest that millennials and younger generations are choosing companies that make a difference in the world. Maybe that involves your stance on the environment, or the way you treat your workers, or how your business tries to help the less privileged among us. Regardless of what it is, if you do have a motivation to improve the world, make sure it’s part of your overall brand narrative. That can be the difference between a customer choosing you and someone else.

Conclusion

We hope this has been helpful. At Marketing Nice Guys, our mission is to help you excel at digital marketing. We can help if you’re getting stuck on messaging or operationalizing any of the above areas. Contact us for a free consultation and we’ll be happy to sit down with you to discuss our customized approach to your business.