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Chet Holmes Buyers Pyramid 

The buyers pyramid and why it matters

Understanding the benefits of the Chet Holmes' Buyer Pyramid

On page 117 of IN DEMAND B.O.S.S. Business Operating Success Systems to Help You Get Organised & Save Time! I introduce you to the concept of buyers psychology.

First a little context

I first heard of Chet Holmes buyers pyramid when I attended Business School in 2015 with Mal Emery. I recall from that point thinking… "I must have a way to connect with more of my prospective clients", and I grew to learn this is done using the Triple C Method of: Collect, Convert, Create.

As I wrote my book In 2022, the Buyer's Pyramid popped up again and it slotted into the chapters easily. It got me thinking and I wanted to go deeper, so I purchased the book revised edition of the book. 

As Chet Holmes had passed, Amanda Holmes (his daughter) had revised the book and continued to educate willing participants.

I met Amanda Holmes when she was a speaker for the Keap Certified partner conference, she was so inspiring and a real dynamo. She talked about the layers of being buyer ready and once again I was reminded of the importance of meeting your prospects where they're at.

In today's competitive market, understanding the psychology and behavior of consumers is paramount. Chet Holmes' Buyer Pyramid offers an invaluable perspective on this, providing insights into the different levels of consumer readiness and interest. Here, we will look at the pyramid,  its layers, and demonstrate how it applies for businesses aiming to optimise their marketing strategies.

The Anatomy of the Buyer Pyramid

Chet Holmes, a renowned business strategist, has conceptualised the market's potential buyers into a structured pyramid. This pyramid categorises potential customers based on their buying readiness, allowing businesses to tailor their marketing messages for maximum impact.

  1. The Top 3%: At the pinnacle of the pyramid are the 3% of buyers who are 'ready to buy' immediately. They've recognised a need, conducted their research, and are actively seeking a solution.

  2. The Next 7%: These buyers are 'open to buying' but aren't actively searching. They're receptive to your message, and with the right push, they might become customers.
     
  3. The Following 30%: This category isn't currently considering purchasing but is 'information-seeking'. They're open to the idea but need more information before making a decision.

  4. The Next 30%: These individuals believe they're 'not interested'. However, with the right offer or a change in circumstances, they could be potential customers in the future.

  5. The Bottom 30%: The least promising segment believes they're 'definitely not interested'. It's essential to realise that no matter how good your product or service is, there will always be a segment that's not your target audience.

Harnessing the Power of the Pyramid for SEO

Recognising these distinct segments allows for targeted SEO strategies. Here's how:

  1. Tailoring Content for Each Segment:
    • For the top 3%, your SEO strategy should focus on 'buy now' keywords. These are the terms that this segment will use when they're ready to make a purchase. For instance, phrases like "buy [product name] online" or "[service name] near me".
    • The next 7% would search with a slight variation. Keywords that cater to comparison or benefits would appeal to them. Phrases like "[product name] vs. [competitor]" or "best [service] in [city]".
    • For the 30% information-seeking, informational blog posts, how-to guides, and FAQs can be optimised. Keywords that answer questions or provide insights will be pertinent here. Like this article you're reading.
  1. Localised SEO for Local Buyers: For businesses operating in specific regions, local SEO is crucial. The 'ready to buy' segment would often look for solutions nearby. Ensuring your business appears in "near me" searches can capture this segment efficiently.
  1. Retargeting and Remarketing: SEO is not just about organic search. Remember the 'open to buying' and 'information-seeking' segments? They might visit your website and leave without taking action. Remarketing strategies can help you remain in their consideration set.
  1. Educate and Engage the 'Not Interested': Content that educates can be a game-changer for the 30% who believe they're 'not interested'. By offering value through informative blog posts, webinars, or e-books supported by e-marketing, you can potentially change their perspective. 
  1. Acknowledging the 'Definitely Not Interested': It's essential to recognise that not everyone is your target audience. By refining your SEO strategy to appeal to the relevant segments of the pyramid, you can ensure a better return on investment.

In summary 

The Chet Holmes' Buyer Pyramid isn't just a theoretical concept; it's a powerful tool that can guide your marketing and SEO strategy. By understanding where your potential customers are on this pyramid, you can tailor your approach to cater to their specific needs, thus maximising your marketing efforts. As the digital landscape becomes increasingly competitive, such strategic insights are what will set businesses apart.

Remember, it's not about reaching everyone; it's about reaching the right ones effectively.

Use this as a tool for you in your own journey as a consumer. Become aware of your own patterns of buying…where do you fit in the pyramid, understand self and you'll then see the patterns in others.

Stay healthy and happy
Lyndi
The Business Intuitive 🔱