A customer’s journey to you is never an easy one.
If we trace back the success of every great campaign that resulted in sales, it was not because of the product itself. No one truly needs a soy wax candle in a bubble shape, right? Even if it is very beautiful. But how does the marketer convince you that you need it in your life? How do they make you feel like you are meant to have the product?
The answer lies in the customer’s buying decision process.
This process is not exactly a linear process. But this generic idea does give marketers insight into how to reach customers before they make their purchase. A marketer’s chance to influence a consumer lies in the process.
Want to differentiate yourself from thousands of candle sellers or thousands providing the best social marketing services Malaysia? Then start with understanding which stage of the journey you should meet your customer at. Take a step closer to understanding where your consumer is at right now. Take some additional steps to learn how to position yourself as a compelling brand at every phase of the customer’s buying decision process.
Every purchasing decision starts with a need for the product. Does the consumer feel the need to buy a laptop? If not, he or she is most likely not in the search of a new laptop. Maybe you are a social media marketer looking to upgrade from your student budget laptop to a business one that suits your branding and designing needs. This is a need that you are now willing to fulfill but you certainly don’t know what brand or what laptop that you are looking for. This is where a marketer steps in to help them recognize their need.
Information search is not only limited to one’s own research. A marketer can do a lot about the formation the consumer is exposed to. The customer is likely to be in the research phase once they recognize the need. Some might take months of research while others may take a matter of few days. You may be saving up for a new laptop for a year and may spend the entire year gathering your information. It is a marketer’s job to position themselves as a viable brand during one’s information search phase.
Of course, like everything we do, we like to narrow our choices down. We like a lot of things but depending on our purchasing power, availability, flexibility, and location we will definitely narrow down on some choices. This is where a customer is evaluating “what would it mean to me if I were to go with this brand”. Does it have any benefits? Any warranty? Life-long relationships? Again, it is the marketer’s job to show their customers why they are the ultimate choice.
So the customer has finally decided to purchase. But does that mean a marketer’s job is over? Not really. This is only the beginning of creating customer lifetime value that will generate revenues tenfold. A marketer makes the path of purchase easier by positively reinforcing the customer with the help of amazing reviews and perhaps even a trial run before the actual purchase.
Post Purchase Evaluation
So the purchase is done. But now the customer is experiencing your brand. They are feeling it and they have opinions about it. A marketer must be able to appeal to a customer with apparent remorse or satisfaction. They must be doing everything in their power to decrease any cognitive dissonance a customer may feel. Reassurance and validity of the purchase should continue long after the purchase decision.
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