Feel like your marketing efforts are the equivalent of shooting in the dark?
By learning more about the customer buying cycle, you’ll be better equipped to market to them along the way. Hi everybody! My name is Matt and I’m an Online Communications Specialist here at Volusion. Welcome to Two Minute Tuesdays, where we give you two minutes of ecommerce advice to bolster your online success. Today we’re going to go through a two part series and part one is going to be about the customer buying cycle. There are a lot of marketing activities that you are probably doing whether it’s search engine marketing, social media or email, but if you’re not doing it at the right time towards the right customers, you’re really losing out on some efficiencies. To get started, we’re going to go over what the customer buying cycle is and then talk about different tactics you can use to address each of these stages. There are a lot of models of the buying cycle out there but this is the most common one and the easiest to follow. First and foremost, you have awareness. The awareness stage is when your customer does two things. First, the customer realizes that he or she has a need that needs to be fulfilled. Two, they realize that your business exists and that your online business might be able to fulfill the need they are looking to have. Next, is consideration. Now that the customer knows who you are and that you’re out there; they’re going to consider you. Consideration really means that they are evaluating your offering, evaluating your products, your services and seeing if you can fill their need. Now keep in mind too that during the consideration phase you’re not the only person that’s being considered. They are also likely considering other ecommerce sites, so separating yourself from the competition is key in this stage. Next up is the preference/intent stage of the buying cycle. This is more emotional and logical. So, logically, if your product and your services fulfill their needs, that’s great, but at the same time, if your branding pulls at emotional heart strings and they’re really tied to your brand, they’ll prefer you which will lead them to intend to buy. Stage four is our favorite stage and that is the purchasing stage. It is, quite simply, when the customer purchases from you site. Once the customer has purchased, they go into the repurchasing stage and from here, that’s when they consider you and if you are going to be able to fill their need. If they’re satisfied, they’ll go into any of the aforementioned three stages with their preference and their intent to buy. They’ll repurchase again as long as you keep your customer satisfied and fulfill their need right the first time. Hopefully this provides you with a good overview of what your customers go through when they’re purchasing form you or anyone else. Join us next week when we discuss each of these stages through your marketing. If you have any questions, we’re always happy to help. From me to you, happy selling!
If you’ve never considered the customer buying cycle, you might feel a bit lost. In a nutshell, the customer buying cycle is the process that shoppers go through before making a purchase. By delivering relevant information at each stage of this process, you’ve got a better chance of moving them closer to purchase.
In today’s episode, we’ll walk you through the most common model of the customer buying cycle. And if you have any further questions,
our support experts are here to help!