Every salesperson and marketer understands that clients go through a purchasing process that determines whether the sale will be completed or not. Without an understanding of the customer purchasing behavior, it is, therefore, impossible to capture your customers’ attention.
For marketers viewing your product or service through the lens of your client’s eyes through the stages of the buying cycle could be the miracle your business needs to flourish. After you have understood the customer’s mindset during the buying cycle, you will need to develop a strategic marketing approach that focuses on informing and educating the clients about your offers. You need to create and communicate valuable and informative content that consistently engages your customers.
How Developing Content Capture Attention
Because today’s customers want to feel appreciated and cared for, and the world has become noisier and louder than before, as a marketer, you must understand that capturing their attention is ultimately the most valuable resource. Developing content means telling stories to people whose attention stretches to more places where you should put your content.
Because capturing attention is as important as dollar bills, your marketing efforts should be directed to offline, online, and hybrid platforms. By so doing, you will generate leads and prospects and influence their buying decision and then retain them as your customers. Let us discuss the various phases of the buying cycle and explain how we can develop content for each stage.
Importance of Developing Content in Each Phase of the Buying Cycle
As a marketer, you should keep in mind that every client follows some consideration, realization, and conversion cycle. The buying cycle phase where the customer is at will determine the success rate of your marketing approaches. In the first phase of the purchasing process, the clients become aware of their needs or recognize your product or service as a possibility to satisfy their needs.
At this stage, marketing efforts such as marketing research results and promotions are designed to reach a pool of targeted clients with brand messages to stimulate and trigger the reality of their needs. The next phase of the sales cycle is the consideration stage. In this phase, the marketer must be able to develop product content that informs the client of all the benefits of your products, explaining how they best solve the customer’s needs. Various sales efforts, public relations, and advertising contribute to the communication efforts that present you as the best available option available in the market.
The next phase of the sales cycle is the purchase stage. When your customers reach this stage, they are convinced that your offerings not only solve their problems but are also affordable. Your product mix, including features, benefits, price, and promotions, should capture the buyer’s attention during the consideration stage for them to get to the purchase phase. At this phase, don’t forget to record your customers’ contact information so that you can design marketing efforts to develop an ongoing relationship for future sales and engagements. The final phase of the buying cycle is repurchasing or after-sale. The repurchasing phase includes product use or service consumption, product and brand advocacy to other people or word of mouth, discussing other uses, and intentions to repeat purchase.
Developing content in this phase will collect customer feedback and responses to provide additional follow-up support services and genuine customer care services like happy birthday wishes. Creating marketing content at this phase will give your customers an experience that determines future repeat sales and word-of-mouth marketing.
What is the Importance of the Buying Cycle in Marketing?
Marketers and sales representatives must understand the buying cycle in strategic marketing. An understanding of the purchasing cycle helps you to tailor your content creation and to close sales. Understanding the customers’ behavior in all buying cycle phases enables a business to develop content.
Such content includes advertisement and after-sale content to engage customers and provide customer care information, thus developing positive relationships. Knowing the phase of the buying cycle your customer is at is an excellent indicator of how to engage and which content is best for that customer. As a marketer, you can close more sales when you connect to your customers with the right content at each buying cycle. Understanding the buying cycle will ultimately answer whether or not you will need to sell hard.
In marketing, knowing the various buying cycle phases is critical in developing content for each stage. We understand that every step needs customized messages and an appropriate communication channel that will connect to the customers and influence the purchase decisions of the targeted market segments. As noted in this article, developing content for each buying cycle engages customers and marketers through various communication channels. The results of engaging with the customers throughout the buying phases cycle will determine the success of your marketing efforts.
