How Does Knowing Where Your Customer is in the Buying Cycle Help Your Email Marketing Strategies?
A potential customer may travel through a number of different stages before actually purchasing a product or service from a business. As an email marketer, it is critical to know exactly where the consumer is in the process. Simply knowing this will give you a better of chance of converting the casual subscriber into a paying customer. In this article, we have outlined each stage and provided some tips that will help you react accordingly.
Most consumers begin the buying cycle by looking for a product or service. At this point, the individual is not necessarily planning to purchase something, but simply trying to get as much information on the item as they possibly can. This is the time when you want to use your email marketing campaign to provide them with the information that will influence their decision. The goal here is to convince the consumer that your product or service is something they need. While there is no guarantee that they will make a purchase at this point, having them on your mailing list gives you the opportunity to engage them later in the buying process.
Following the research stage, many consumers will take it upon themselves to conduct analysis to compare your products or services with other offerings on the market, which of course, are provided by the competition. At this point, the individual is interested in what you have to offer, but not quite sure if your solution is the answer to their needs. When the potential customer enters this stage of the buying cycle, your unique selling proposition (USP) becomes more important that ever. It is this marketing concept that will give the consumer a reason to choose your products or services over the competition.
Whether it is via phone, online or offline, the consumer is ready to buy your product or service at this stage. They have decided that they want to do business with you and are now in the process of closing the deal. However, just because the consumer is in the buying stage does not necessarily mean they will purchase what they intended to initially. With their interest at the highest level, this is your chance to proposition them with offers they did not realize they needed, but will benefit them just the same. Including a special offer or discount in your email is a good way to convince the customer to buy more than they initially intended to.
Post Buying Stage
An email marketer cannot relax even after the customer makes a purchase. This is the stage when many consumers question themselves and wonder if they made the right decision. Because you want to be able to capitalize on up selling and opportunities to gain sales in the future, having a good customer service system and return policy in place is essential. At this stage, you need to focus on maintaining the relationship by making sure the customer is completely satisfied with the purchase. Sure, you may have got the sale you wanted, but buyers remorse often settles in at this point. If the consumer is not satisfied, the chances of them becoming a repeat customer are very slim.