Leverage the Customer Buying Cycle for Message Optimization
‘Customers don’t just decide to buy; they do a PhD to buy.’
When it comes to customers buying a product, there are multiple stages, and every stage is essential. The real catch is when the buyer understands the tricks in each step and uses it optimally.
Here is a breakdown what happens in each stage:
Need Recognition (Awareness)
The first and essential stage in the process of buying needs awareness. It is because the sale only happens when a customer is fully aware that he or she needs the product. Once the customer feels the need, then he or she goes on to purchase that item.
Search for Information (Research)
Once the customers have felt the need, the next they want to do is proper research about the product they need. In this stage, they also look for alternatives to explore.
Evaluation of Alternatives (Consideration)
This is the stage where the customers compare all the other options and option he or she has. The primary purpose is to choose a product that delivers maximum features at the best price.
Purchasing Decision (Conversion)
This is the stage where the actual buying behavior turns into action behavior. It is where the customer buys the product.
Post-Purchase Evaluation (Re-Purchase)
The consumer does not stop his thinking process. When he or she is done with the purchase, next the customer does is to give a thought about ‘Worth of the Product.’ It also means that the customers think about whether they would recommend the same product to their friends or family and the kind of feedback they would want to give for the product.
There is an amalgamation between the customer mentioned above buying cycle for message optimization and the buying process. Here are some of the valuable tips to enhance the process:
Create Personalized Content for Each Stage
Once you have understood what the breakdown is, the next step is to answer some relevant questions about each stage. But the question is, how can you guess what your customer is looking for? The answer is very subtly hidden in your query itself, here are some examples:
32 Megapixel Smartphone: This is a very generic term that we hear from our customers. The customers use it in the ‘Awareness’ stage.
Compare the 23 Megapixel Smartphone: When the customer finds the desire to compare his products, it means that the customer is still in the buying cycle. Currently, the customer is in the consideration stage.
iPhone 11 Pro Max: This becomes a particular kind of product query, which indicates that the buyer is very much into the buying process. Currently, the buyer is trying to evaluate the prices.
The subsequent step is the creation of the content to bring the customers when step closer to purchasing the product. For example, you can always provide a detailed guide to buy the apt 32-megapixel smartphone.
For the next stages, the buyer can provide for speedy checks; customer testimonials will help the customer come more towards the stage of buying.