Future buyers are an important market to keep an eye on. While they may not be ready to make a purchase yet, they will be in the future. So, it’s important to establish a relationship with them sooner rather than later.
Allyson Hugley, Global Director of Customer Insights at LinkedIn, has 3 keys to connecting with these future buyers:
1. Break through the barriers of evolving content expectations.
The future buyers of today are grappling with content overload. More content is being produced now than ever. This means there is significantly less patience for lacklustre content. “Content that validates existing thinking, rather than pushes customers toward new frontiers, will struggle to break through,” says Hugley.
2. Create mental availability.
Category entry points (CEPs) are used to measure a customer’s interaction with your company. You can use this information to create memory-based and emotion-based interactions with customers that utilize the info previously collected. “Understanding and utilizing Category Entry Points are required to create the situational awareness critical to capturing future buyers’ mindshare,” says Hugley.
3. Understand future buyers with changing buyer demographics.
The future buyers of today largely consist of Gen Z. It is important to work towards understanding their needs as buyers to create relationships with them now that can be utilized later. Gen Z differs from previous generations as they will be harder to track. They are very mobile in many ways from the rapidly changing content they consume to their multiple career path changes and even the different geographical locations they readily relocate to.
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