“Google it.” – How to Become a Category Leader

“Google it.”

“Please pass me a Kleenex?”

“I’ll Xerox it.”

“It has a Velcro latch.”

“Did you Windex the mirrors?”

“Cover it with Saran wrap.”

“I’m going rollerblading.”

“I need a band-aid.”

“Write it on a Post-it note.”

“This looks PhotoShopped.”

“Wanna toss the Frisbee?”

These brand names have become so popular in their category that they have become synonymous with their category.

This is how you become top of mind.

💡 The million-dollar question is – how do you get there?

It starts with innovation and providing a product or service that customers can’t live without.

Then it’s about consistently delivering value, building trust, and creating memorable experiences until you achieve market salience.

So, here’s a question for you: What are you doing today to make your brand memorable and the first choice in your category?

What are buying triggers?

A buying trigger is an event, condition, or circumstance that prompts a potential customer to recognize a need or desire, making them more inclined to consider or make a purchase. Buying triggers can be external (like an industry change or a life event) or internal (like a shift in priorities or a realization of a problem).

Examples of Buying Triggers:

External Triggers:
- A new job, promotion, or relocation
- Seasonal changes or holidays
- A company experiencing rapid growth or downsizing
- Economic shifts or new regulations
Internal Triggers:
- Dissatisfaction with a current product or service
- Awareness of a need they weren’t previously considering
- A desire for self-improvement or a lifestyle change

Why Buying Triggers Matter:

Understanding buying triggers helps businesses position their products or services at the right time and place, crafting messages that resonate with customers’ current needs or desires. This leads to more effective targeting, messaging, and sales conversions.

What are buying triggers?

1. Identify Relevant Triggers for Your Audience

Research Your Customers: Use surveys, interviews, or customer data to uncover common life events, pain points, or behaviors that lead them to buy.
Segment by Trigger Type: Group your audience based on shared buying triggers, such as new parents, job changers, or seasonal shoppers.

2. Personalize Messaging Around Triggers

Speak to Their Moment: Tailor marketing messages to directly address the emotions, challenges, or desires associated with the buying trigger.
- Example: A moving company could target “relocation stress” with messaging like, “Moving to a new home? Let us make it easy!”
Show Empathy: Position your product as the solution to the problem the trigger creates.
- Example: Fitness brands can target “New Year’s Resolutions” with messaging like, “Start strong this year with equipment built for your goals.”

3. Time Your Campaigns Strategically

Use Predictive Analytics: Leverage data to predict when triggers might occur (e.g., tax season, graduation, weddings).
Run Trigger-Based Campaigns:
- Seasonal: Run promotions tied to events like back-to-school or summer vacations.
- Life Events: Target ads to individuals celebrating milestones like engagements, new jobs, or retirements.

4. Leverage Targeted Advertising

Use Behavioral Data: Monitor online behavior to detect when someone might be experiencing a trigger (e.g., searching for moving tips, wedding planners).
Create Trigger-Based Audiences: Build campaigns for specific life events using platforms like Facebook Ads or Google Ads, which allow targeting by interests, behaviors, and demographics.

5. Align Product Features with Triggers

Highlight Immediate Value: Emphasize features or benefits that align with the trigger.
- Example: A home security system marketed to new homeowners with the message, “Protect what matters from day one.”
Bundle or Offer Discounts: Create bundles or limited-time offers for customers experiencing a trigger.

6. Create Content That Educates and Inspires

Content Marketing: Develop blogs, videos, or guides that address common triggers.
- Example: A skincare brand could publish “How to Prepare Your Skin for Winter” to capitalize on seasonal triggers.
Social Proof: Share testimonials or case studies of customers in similar trigger situations.

7. Nurture Relationships Around Triggers

Lifecycle Marketing: Use email and SMS campaigns to stay relevant during trigger moments (e.g., anniversary reminders for subscription renewals).
Retargeting: Follow up with customers showing signs of a buying trigger, offering gentle nudges to convert.