How consumers choose products and services and why you should care

The internet has changed how consumers buy goods and services. People don’t go to a physical location right away then buy what they want. They go to amazon, eBay, google to find options to solve their problem. Whether it is to buy a new phone, clothes or search for service providers. They go through a process before making a decision. What is this process and how does it affect your online marketing efforts?

Consumers conduct research before they buy anything

The first part of the consumer buying process is the research phase. This is where they go to search google, to learn more about a problem they have. This could be anything, back pain, a need to buy a new TV, repair a broken phone, food recipes, anything. These are common problems consumers have that they will go to google to research options. When they start their research, they are at a point of wanting to solve their problem and want a solution to solve it. 

When they are at this point two things happen,  they either ask a friend or google recommendations. this affects your marketing by you being apart of the conversation. By doing this you are “ top of mind” hence inline to be chosen as the solution. 

Your online presence may take the form of posting articles on your blog, doing a podcast episode, youtube channel or content on your social media pages addressing the issues your potential customers have. 

Customers Compare solutions before making a decision

The next step in the process once they found a solution during the research phase, is to narrow down the options found. This is where everything about the various offers is looked at and examined in detail. This answers the question of what will they get, and how much will it cost.

Your job as a business owner during this stage is to prove the value of your offer to the consumer. Sometimes people will buy from you based on trust. They know that you do good work, and make their decision on that alone. The price will never be an issue for them as long as you prove your value. That’s the beauty of putting out regular content, through your various online channels to answer their questions. This builds trust with the consumer which makes their buying decision easier. 

CustomersMakes a decision to buy when…

At this final stage of the buying cycle, customers narrow down the choices to one. This is where they click and select the add to cart button on amazon or your website and makes a purchase. If your business doesn’t sell products online this is where they book an appointment. All the helpful content you put out online will play a key role in getting them to that stage. 

As was mentioned earlier these decisions are made when they trust you and your solution. In addition to that, your offer has to be irresistible to push the consumer to pull the trigger. This can be done by adding extra items as an incentive to increase the value of your offer, at a price they think is a bargain. 

You see, understanding how consumers buy makes it easier for you to create content, to market your business. In the end, it will make it easier for them to buy.

How to find ideas for your podcast

When looking to start a podcast, one of the most overwhelming feeling is, how can I find enough ideas for my new show. While putting together ideas sometimes you get a spark, other times nothing. This can lead you to abandon starting a podcast altogether. I know the feeling because I use to get panic attacks at work trying to find ideas for the radio features I produce. Not a nice feeling, worse when you have a deadline. 

Luckily after some searches and queries, I found a way that helped me generate hundreds of ideas that can help you get over the starting phase of your new podcast. All you need is a notepad and a pen. 

Write a list of the problems your customers have.

This is something I found in “Duct tape selling” a book by John Jantsch. What this does is give you a platform to start mapping out all the problems you help your customers with. Aim for at least 10 if you have more, then great. These will serve as a good starting point. 

As a daily practice, write at least 10 ideas you can use on your show. This includes guest to interview and so on. Don’t filter the list just write them down, you can organise them later. I got this idea from James Alchuters book,” choose yourself.” This one helped me greatly.

Search Quora for frequently asked questions 

Another resource for ideas is quora. Based on your industry, visit quora and search for frequently asked questions and add them to your list. These will be valuable later when you’re crafting actual episodes. 

To do this visit quora and sign in to your account. If you don’t have one create one. The next thing is to find the category with your topic and find the frequently asked questions. Browse the topics and not the questions and their variations in your notebook.

By now you should have dozens of ideas for your show, but I have one more resource for you to check. 

Facebook groups and forums

In the one-hour content plan, Meera Kothand says searching facebook groups and forums are a great source for ideas. And you can use them to your advantage. To do this, log on to Facebook and search for groups relating to your topic. 

Once you find the groups, join them and search the group with the word “newbie,” ” beginner” or “getting started”. These will give you more ideas to add to your list. The good thing about doing this is that you are finding questions that real people are asking.

Other places to search are forums, twitter search and google keyword tool. This will give you lots of ideas for your new podcast. 


Once you have your list of ideas,  it’s now time to format your episodes and start to record your podcast. 

What are some of the ways you use to generate content ideas? Leave a comment below.