As a marketer very there is such a thing as a purchasing cycle, not everyone who Google’s a product wants to buy. They may want to do a comparison between several products or they may just want to find out more about it.it is important to your success you understand where the customer is.
When is a customer ready to buy?
The core of Internet marketing is about conversions. That means converting a reader from a casual reader into a purchaser. To do this, you need to understand your customer, what their needs are, what their problems are. It’s also to know why they want to find an online solution. The better you understand your potential customer the easier you will find it to convert them into an actual customer. One of the factors you need to know is where your customer is in the purchasing cycle at this precise moment.
Understand where your customers are in the buying cycle!
Most people make this process far harder than it needs to be! A lot of it is common sense. For instance, if a customer types into Google under the counter fridges they are simply investigating what fridges are available. At this moment in time, they are looking for information and information alone. To convert this into a sale would take something quite monumental. As we mentioned yesterday it takes more than one contact to make a sale.
The Research Phase
The more expensive a product is, the less likely the consumer will make an impulsive buy. If you are on Amazon, and you see a book you fancy for less than $10 you may well just go ahead and click the buy button. However, some purchasing decisions affect more than one person. For instance buying a new television, different family members may require different things. So this a larger purchase it may involve paying it off in stages, and it may also require decisions from more than one person.
Therefore taking all of these factors into account someone is not likely to buy a television on impulse unless another factor comes into play. That factor would be something that would make the offer absolutely compelling so possibly a price reduction may tick all the boxes.
Everybody needs a psychological justification to validate their purchases, especially when it is an expensive purchase in the old day’s many people would have used the reference library. Today most people just Google it, the majority of people googling for information are still in the research stage.
There are two ways you can engage them at this stage probably the best and easiest is a mailing list. That way you can communicate with them again as they journey along the path to purchase.
Some people are brand conscious for instance if they are buying any electrical goods to do with water they want a Zanussi machine. Most people are not that product loyal, and they will want to compare several services and products before making a decision. There are exceptions to this and one of those exceptions is Apple products.
It may be that one company will have a better customer service department than another. It is here that you can send an email marketing relevant products to better inform them. Increasingly during the decisions phase your customers or potential customers will be asking friends on Facebook or using other forms of social media.
This is where retargeting ads are very useful because it piqued keeps popping up a repeat ad and keeps it in the customer’s eye as it were. When presenting information at this stage, a comparison of two products is quite good, however, never compare more than two because it gives the customer too many options and confuses them and they end up doing nothing. By comparing two products, it is possible to sway the potential customer’s mind.
The Purchasing Cyle end
Purchasing Cyle/Action Phase.
The final stage is your customer taking action by pressing the buy now button. It is only by converting them into a customer or buyer that the cycle is complete. They are more likely to Google specific terms such as buy “the product name”, or best price “the product name” or purchase “the product name”. So as you can imagine at this stage of the purchase cycle the purchaser is not likely to change their mind, and you’re not likely to catch them at this stage in their buying cycle.
They are at their most receptive in the decision stage. If you are using paid advertisements you definitely do not want to catch them in the research stage because you will be paying for clicks that will never convert to a sale.
Once you have begun to get your head round the purchasing cycle you can target your potential customer at just the right time. Understanding the purchase cycle will put you in front of the competition in your niche.
Every niche has a purchasing cycle which you need to use to your advantage.