Stage 1: Awareness
In this stage, a buyer is searching for information regarding a need or a problem they are looking to solve. Your objective is to let these potential buyers know your business exists and build brand awareness.
To target customers at this stage, you should:
Produce informational content to share with prospective customers via blogs, social media and influencer partnerships. Many of these actions can be tracked using Trackable Links, but the best way to measure this will be through changes in site traffic. Our Content Calendar is an effective tool for scheduling social posts and is a great resource for content ideas.
Stage 2: Interest
Now the buyer is interested in your content, but wants more information about your company and its products. Now that you have the buyer’s interest, this is an opportunity for collecting new subscribers and share valuable and actionable content to demonstrate your expertise and build the buyer’s trust.
To target customers at this stage, you should:
Utilize Sign Up Forms and SMS Marketing to collect mobile numbers, email address and subscriber interests.
Turn on your Welcome Automation to make a good impression on your new subscriber and offer an incentive to encourage a purchase.
Collect product reviews and or customer testimonials on your website and social media profiles, so these prospectors can reference these.
If you are using Onsite Abandonment, ensure that you have an email designed and turned on to follow up with non-subscribers who visit the site to entice them back to your store.
Stage 3: Consideration
The potential customer has shown interest in your store’s products, has engaged with your content in some way and is now likely to become a customer in the near future. They might start to explore your competitors at this stage to ensure they choose the best product.
To target customers at this stage, you should:
This is also where your Email Campaigns and SMS Campaigns can really make the difference. Some options include:
Highlighting your unique product attributes, sharing user generated content or product reviews, and answering commonly asked questions is the best way to set yourself apart as the best choice.
Use Segmentation & Dynamic lists to reach subscribers who have never purchased with persuasive, clear, deadline-type messaging. Also guide them to your "top picks" or "most popular" items.
Stage 4: Intent
Here your prospective customer takes action that demonstrates their intent to buy your product, like adding products to their cart.
To target customers at this stage, you should:
Activate your Abandoned Cart Email and Abandoned Cart SMS Flow
You will want to have a series of emails if possible to give a couple of reminders and even look into segmentation based on whether they opened your previous emails or offer an incentive if they have never purchased from you before.
Stage 5: Evaluation
By stage 5, your customer is making their final decision about whether to buy your product or not. They evaluate the product, price, and policies and are looking for a hassle-free checkout experience.
To target customers at this stage, you should:
Utilize Click Level Reporting and other behavioral segmentation on your Email Campaigns as well as your Automation Flows. Tailoring any additional messages at this stage shows that you are a sophisticated marketer and helps builds trust with your customer.
Ensure your checkout process is easy to understand, easy to complete, and that important information about shipping costs, expected delivery windows, and returns/exchange policies are easy to find. Have family and friends place test orders if you are looking for feedback on the experience.
Look at larger brands too to see what works and what doesn't, and see how you can improve your process.
Stage 6: Sale & Nurture
This is the final stage of the marketing funnel. Your potential buyer has turned into a customer and you have made the sale. Congratulations!
Remember that a positive follow-up experience post sale leads to product reviews, testimonials, word-of-mouth organic customers, and increased traffic - all things that you needed at earlier stages to get your customer here now.
To target customers at this stage, you should:
Nurture customer relationships with your After Purchase and Winback Automations.
Send monthly SMS Campaigns about sales, new arrivals and other updates
Send recommendations for additional products they might like either via Product Recommendations in your Automations or Email Campaigns. Utilize Custom Segments built on product and purchase criteria as filters on your Subscriber lists.
If you sell a consumable item that needs to be re-ordered regularly, make sure you have a Replenishment Automation activated for specific products to proactively reach out reminders to re-order.