January 11th, 2017
There’s a reason why we send surveys, turn to market research, and define target audiences. Only certain groups will benefit from our products or services, so it’s wise to direct our marketing efforts at that population. While we think of age, location, and interests as important audience descriptors, we often forget about significant personality-based factors. Introverts, for instance, are known for keeping to themselves and searching for meaningful connections. Should we be marketing to them differently? Today we’re going to examine this question.
Despite the popularity of the term, introverts are not all alike. In fact, nymag.com explains that there are four types of introversion. Social introverts, for example, are ones who prefer socializing in small groups or spending time by themselves. Anxious introverts avoid social situations because they’re uncomfortable around others. Restrained introverts are more reserved, meaning they take time to think before saying or doing anything. Finally, thinking introverts don’t necessarily lack social skills but rather spend a lot of time self-reflecting.
Because of these different introvert types, it’s difficult to say that one marketing strategy will work for all of them. Nevertheless, it’s important to note one thing they have in common: they aren’t extroverts!
Mass email pitches and pushy sales tactics aren’t likely to work with introverts because authenticity is key. While these methods are becoming less effective today thanks to a shift toward quality content marketing on the whole, you take a particular risk with introverts when you try these methods. Introverts like to take their time when deciding about people and companies alike. Push them too much and they’ll turn away.
Low-interaction forms of communication are best when marketing to introverts. Blog posts, videos, and podcasts give them the time to digest your message before taking further action. Phone calls, on the other hand, put introverts on the spot and make them more likely to view your product or service in a negative light.
Introverts also tend to skip over small talk and get right to the heart of a conversation. Keep this in mind when communicating with leads who are introverted. Get right to the point. Short follow-up emails are better than ones with filler sentences because introverts know there’s no need for them (plus they can come off as inauthentic).
Low-interaction content works with introverts in a second way; many introverts place a lot of value on the connections they establish, but they aren’t going to rush toward making a purchase or becoming an advocate of your brand overnight. Blogs are a great way for introverts to read and become familiar with your company’s ideas, values, and products at their own pace. The same goes for podcasts and video series.
If you get to a point for a demo or consultation, remember that one-on-one works best. If you want to give them a free trial or product sample, give introverts time to try them out by themselves. In other words, don’t expect introverts to share their thoughts in the moment. Instead turn to follow-up emails.
Though introverts may not have the most extensive social media networks, they do have close family members and friends to recommend your product or service to. The 2015 Global Trust in Advertising Report by Nielsen revealed that 83% of consumers trust recommendations from family and friends over all other forms of advertising. Simply put, introverts have the potential to bring new, meaningful leads to your business. Marketing is all about creating relationships with your audience. Though marketing to introverts may require a shift in your campaign, your effort and patience will be noticed by this significant group of consumers.
Author Bio: Maria Watkins is a Content Manager at Main Path Marketing. She enjoys all things content marketing: strategizing, editing, researching, and of course… writing! If she’s not lost in a novel at a local coffee shop, she’s running, yoga(ing), or crafting creative content of her own.
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