Let’s face it – there are plenty of marketing tactics that boost conversions. Nevertheless , to make your advertising effective, leveraging the customer’s buying routine is the key to a productive online business.
Knowing a customer’s purchasing cycle is how you can have the right marketing for a successful business site.
Online Buying Routine
The online purchasing cycle is very like the original buying cycle; however the key distinction is the online buying cycle occurs on-line. Because it is online; several ecommerce sites and brands will make use of social media platforms plus email marketing as advertising tools to help marketplace and sell to customers and generate potential clients back to their ecommerce site. The buying cycle and online buying cycle goes through the five stages of closing the sale.
5 Stages of the Consumer Buying Cycle
You can look at a customer buying cycle as a customer’s purchasing cycle.; Several customers go through phases during their purchasing procedure to educate themselves just before they either buy. There are five phases that you have to consider:
1 . Awareness
Awareness is the initial stage in a customer’s buying cycle whenever customers realize that they have a problem that needs an answer.;
A company can reach the target clients given the right marketing strategies and advertisments.
For example , a customer is trying to lower plastic waste from drinking water bottle usage. A client then sees a good ad for a drinking water filter. The problem the customer is facing will be met with a remedy and now the next stage of the customer buying cycle begins.
2 . Consideration
This stage is how the prospect is thinking of their options plus; your company can provide multiple solutions for a customer. As an ecommerce web site, this is where your advertising, sales team, and items come in.
In this particular stage, you can offer detailed information to explain how your item will help solve their particular problem. To go back to the example, once the customer clicks the ad and lands on the site, you can listing the benefits of the water filtration system, such as cleaner drinking water, more cost effective than purchasing bottled water, and gives you a good boost in health.; Once the consumer understands that this product is exactly what they need to solve their own problem,; they will find out more about the next stage.
In this stage, the salesperson aims in order to earn the believe in of potential customers. Regardless of whether you tap all of them emotionally or logically, this is the time where a salesman convinces the potential buyer that their system is the best solution for their needs. You can accomplish this through reviews from existing customers, highlighting the benefits of the product, or through a social media marketing campaign that creates a feeling within the customer. Once the customer is certain and has seen proof that the product functions, we move on to another stage.
At this stage, your customer is ready to purchase the solution for needs. While your customer is in this stage, you need to ensure that your pricing is realistic and you make the buying process as simple as it can be.
When the client purchases, that is not the final step in the customer buying cycle. You don’t want the customer to be a one-time buyer. You will have to manage the customer’s relationship with your site to make them a returning customer.; Sustain contact with the customer on their problem solving trip to make sure; that the product works properly and they are satisfiedThe purchase is just the start of a relationship with a customer; building a relationship; helps to keep them in the buying cycle.
five. Re-purchase (Renewal)
The final stage of the buying cycle is certainly repurchase of your product or service. This is where you take care of your relationship with the customers. In the previous phase, we touched on the importance of making sure that the client and seller have established a good rapport; considering that this will encourage the client to repeat business. To get to repurchase, it is imperative that the client is happy and satisfied. In addition , on this stage, you can inquire; a customer for a review or a testimonial about how this product or assistance helped them with their own needs.
Produce Targeted Content for every Stage
Now that you know the break down of the five stages of a customer’s buying cycle, it’s time for you to start making the most of this. To get started, you need to solution the questions that are related; to every stage. But how can you know what your customers are usually searching; for to gather information? The answer is based on search queries.
; Look at this example:
- “flat screen tv” – This is a generic term that clients in the Awareness or Consideration stage use. “compare flat screen tvs” – The desire to compare products shows this customer is usually further along in the cycle, such as the Account or Preference stage.
- “sony 42” lcd” – This particular a very specific product query indicates that a shopper is much more into the buying routine, now likely analyzing prices (right prior to the Purchase stage).
The next step is to create content that moves clients closer to purchase. For example , look for keywords that are related to the Consciousness and Consideration levels. Using the previous illustration, you can provide a guide to selecting the perfect level screen TV.
For the Preference/Intent phase, leveraging customer testimonies, providing specification sheets and telling your own brand story can help push prospects nearer to the Purchase stage, which is the perfect time to start using a PPC; ad along with text that entices them to buy. In order to LeadL them in the direction of Repurchase, you can send monthly newsletters along with helpful tips and tricks. That way it will keep the brand on the top of the minds.
Create Content Available Through the Right Channels
Of course , the content you share is completely dependent on the product a person offer and the profile of your customers, yet there are basic commonalities on how to market within each stage of the buying cycle:
- Awareness: For the majority associated with ecommerce sites, this really is all about being found via search engine marketing, particularly PPC and SEO.
- Factor: As soon as customers find a person in search engines, keyword-tailored landing pages are essential.. You can also use comparison charts that highlight the key selling factors to help you stand out from the competition.
- Preference/Intent: Your site should do the talking here, especially your own product descriptions and overall branding. This is a critical stage to capture contact information.
- Purchase: Get your coupons and discount rates out there, whether it is through your PPC advertisement text, a pre-sales email, or social media.
- Repurchase: Keep in touch with your customers through scheduled emails, social media marketing, and personal outreach. Your clients are your best growth opportunity.
Produce a Meaningful Customer Purchasing Cycle
While it’s common designed for online business owners in order to always focus on the sale, it’s crucial to remember that your head of customers are spread across the field. By herding them with the right gates making use of your marketing, you’ll be able to enjoy a much more reliable customer pipeline.
Editor’s note: This post was originally published in This summer 2011 and has already been updated for comprehensiveness.