Marketing is all about keeping the customer happy at every stage of the decision-making process, including postpurchase. It is normal for consumers to experience some postpurchase anxiety after any significant or nonroutine purchase.
This anxiety reflects a phenomenon called cognitive dissonance. According to this theory, people strive for consistency among their cognitions knowledge, attitudes, beliefs, and values. When there are inconsistencies, dissonance arises, which people try to eliminate.
In some cases, the consumer makes the decision to buy a particular brand already aware of dissonant elements or things that are inconsistent with their internal criteria.
A common example is price: a consumer falls in love with every aspect of a product, but it costs more money than he intended to spend.
His cognitive dissonance is whether to spend the extra money for a product he loves or else stick with a second-best product that fits the budget. In other cases, dissonance is aroused by information received after the purchase. For instance, a disturbing report about sweatshop labor comes out days after you purchase a pair of athletic shoes from the company involved. Marketers may take specific steps to reduce postpurchase dissonance. One obvious way is to help ensure delivery of a quality solution that will satisfy customers.
Another step is to develop advertising and new-customer communications that stress the many positive attributes or confirm the popularity of the product. Providing personal reinforcement has proven effective with big-ticket items such as automobiles and major appliances.
Salespeople in these areas may send cards or even make personal calls in order to reassure customers about their purchase. Answer the question s below to see how well you understand the topics covered in this outcome. This short quiz does not count toward your grade in the class, and you can retake it an unlimited number of times.
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Figure 1. Licenses and Attributions. CC licensed content, Original. The targeted approach to reaching your buyer personas in search and social. Make your brand stand out from your competitors to reach the right customers. An effective and engaging way to capture the attention of your buyer personas.
Defining the right audience and media to build brand recognition and grow your business. Jump-start the success of your sales, marketing, and client-facing teams. Optimize your content to drive traffic, build brand awareness, and boost leads through search. Build bridges and knock down silos with simple and painless CRM integrations and migrations. Ensure a smooth and successful transition from an alternative solution to HubSpot.
Queuing management expert advances sales enablement strategy with HubSpot. By Drew Cohen. It is the journey or buying process that consumers go through to become aware of, evaluate, and purchase a new product or service, and it consists of three stages that make up the inbound marketing framework : awareness, consideration, and decision.
The result? Of course, this means you need to have buyer personas in place to begin. They are most likely entering search terms in Google to understand more about what they are looking for. This is where an effective SEO strategy plays a key role in your marketing plan. Ask yourself about where your buyers go to educate themselves and what questions they typically ask.
Most potential buyers in the awareness stage are seeking information to answer questions or resolve pain points. Your job now is to persuade them to buy your solution. Success here depends more on earning trust with potential customers than educating them.
Let your product speak for itself—customer reviews, case studies, and benefits lists can help sway customers to give you, rather than someone else, their credit card number. Subscription analytics is one of the most valuable features we offer at ProfitWell, so it's something we highlight for potential customers. Each subscription-management provider gets a dedicated landing page, like this page for Zuora.
On the landing page, we explain how customers can integrate our analytics software with their existing system, and the benefits they'll experience by doing so.
We also include social proof, like testimonials and logos from existing customers, to boost trust even further.
Finally, the page has a clear CTA to sign up for a free trial, making it easy for potential customers to move to the next step: purchasing. Your customer is ready to commit to your solution. The last thing you need is for them to change their mind at the last minute. Make sure your pricing is accurate.
For SaaS companies, the only viable option is to base pricing on value. Always opt for value based-pricing to maximize your revenue. Customer churn can obliterate your business when left unchecked, but shifting your focus away from marketing in the final stage in favor of customer care and product advocacy can help keep renewal rates high.
As your happy customers become more experienced with your product, ask them for testimonials or case studies, or ask them to refer you to other potential customers. Trying to shortcut the buying cycle will only end in frustration and lost revenue. Instead, understanding how customers purchase your products—and how to optimize the purchasing cycle—will help you convert more customers with less effort.
Every business tracks different metrics to determine which marketing efforts are most effective. Anna Crowe, covers how specific content can slow your churn. Steli Efti describes exactly how he has optimized hundreds of sales processes through the power of simplicity. Revenue optimization with the help of pricing software can significantly improve your business performance and profits. Methods to consider include becoming a Google Trusted Store or by advertising partnerships and sponsors prominently on all web materials and collaterals.
Becoming a Google Trusted Store, like CJ Pony Parts — a leading dealer of Ford Mustang parts — allows you to increase search rankings and to provide a sense of customer security by displaying your status on your website. Increasing your credibility markets to the information search process by keeps you in front of the customer and ahead of the competition. Keep them on your site for the evaluation of alternatives stage. Leading insurance provider Geico allows customers to compare rates with other insurance providers all under their own website — even if the competition can offer a cheaper price.
This not only simplifies the process, it establishes a trusting customer relationship, especially during the evaluation of alternatives stage.
Somewhat surprisingly, the purchase decision falls near the middle of the six stages of the consumer buying process.
At this point, the customer has explored multiple options, they understand pricing and payment options and they are deciding whether to move forward with the purchase or not. At this stage, giving as much information relating to the need that was created in step one along with why your brand, is the best provider to fulfill this need is essential. If a customer walks away from the purchase, this is the time to bring them back.
Retargeting or simple email reminders that speak to the need for the product in question can enforce the purchase decision, even if the opportunity seems lost. Step four is by far the most important one in the consumer buying process. This is where profits are either made or lost. A need has been created, research has been completed and the customer has decided to make a purchase. All the stages that lead to a conversion have been finished. A consumer could still be lost.
Marketing is just as important during this stage as during the previous. Marketing to this stage is straightforward: keep it simple. Is it complicated?
Are there too many steps? Is the load time too slow?
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