awareness
Social + Search = Marketing (Part 3)
This is part 3 of the Marketing basics series. After discussing the 4 P’s of Marketing in part 1 and brand positioning in part 2, I will now discuss the customer sales cycle. It is very important to first understand what the sales cycle is and then to identify where you want to meet your potential customers. What online channels you use and how you engage with your potential customer will change depending on the sales cycle phase.
The sales cycle can be broadly broken down as:
- Phase 1 – Awareness
- Phase 2 – Search and Evaluation
- Phase 3 – Purchase
- Phase 4 – After-sales
Phase 1 – Awareness
Customers in the Awareness phase either do not know that your product exists or do not yet desire your product. The marketing objective when targeting customers is this phase is to make your product readily available so that when the customer is ready to find your product, they will be able to.
Sample online channels: Organic Search, PPC Search, PPC Display
Phase 2 – Search and Evaluation
Customers in the Search and Evaluation phase know they want your product or a competitor’s product, but must decide which product to buy and where to buy it. The marketing objective when targeting customers in this phase is to provide them with as much information as possible in a convenient and easy to use interface.
Sample online channels: Company website, Facebook Page, review sites (eg. Epinions.com)
Phase 3 – Purchase
Customers in the Purchase phase have finally decided to purchase your product and now need to physically make the purchase. The marketing objective when targeting customers in this phase is to facilitate the customers’ purchase, make it as easy as possible, make it stress free and make it a positive experience.
Sample online channels: Company website, mobile app, Facebook app
Phase 4 – After-sales
Customers in the After-sales phase have purchased and are using your product. The marketing objective when targeting customers in this phase is to create loyal customers by offering them value. It is an investment because a happy customer will be a returning customer. Selling to a returning customer is much easier and cheaper than trying to gain a new customer.
Sample online channels: Company website, Twitter, GetSatisfaction.com
Victor
eMarketing Strategist
Tags: after sales, awareness, basics, evaluation, loyal customers, online marketing, purchase, sales cycle, search marketing, social marketing, strategy
