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25th September 2020

6 Stages of the Buying Process You Need Content For

6 Stages of the Consumer Buying Process You Need to Create Content For

When you buy something, you may not realise you are following certain steps when doing so. Some retailers are also unaware of this and they just think if someone wants a certain item, they will buy it. There is a science behind the buying process and the steps most consumers usually follow means you can effectively market to that audience. 

Step 1: Recognise the Problem

What problem does the customer need to solve? They believe the item they want to purchase will do so, and what’s the reason for this? Unbeknown to the customer, their perceived need for the item may just be desire rather than a necessity. This is the beginning of the buying process and it is started by the marketer using the perceived problem for the customer.

The best option to start the buying process is through content marketing. You can create a problem for the customer and make them feel like they need it solved. This is done by using testimonials, facts, and asking questions about the problem they face. Tell them about the product and how it’s their solution. Many content writing service companies will be able to do this for you, ensuring it’s done correctly to give you the best results.

Step 2: Searching for the Solution

The first part of the process has been achieved; the customer has a problem that needs to be fixed. Now, they will begin searching for the solution. They will look at cookers if it’s a cooker they need, or whatever they are wanting to buy. 

When marketing to this audience you need to make your brand stand out by establishing it as a leader in the industry. You need to let the customer see this brand has all the expertise and information they need to make an informed decision when it comes to purchasing. 

Help your brand gain a stellar reputation by using sponsors, partnering for advertising, and using whatever tools necessary to build your trust from customers. 

Step 3: What are the Alternatives?

You may have done everything you can to create the perfect experience and solution to the customer’s problem. But they still want to check out the competition and see what they can offer.

The best solution for this and to keep the customer on your site is to be completely transparent. Offer a comparison to other sites that will be selling the same product. This could show them the price comparison and any added extras. Although this may lose you a sale to a competitor if they are cheaper, the customer will appreciate the transparency and will build trust between your brand and them. 

Step 4: To Buy or Not to Buy

The customer may have followed all the previous steps up to this point, but that doesn’t guarantee a sale. Several things will be taken into consideration by the customer, including the price of the product, what your competitor is offering, payment methods, and perhaps starting to doubt if they do need it after all. 

This is the part of the process you will want to have used a copywriting agency to market the product as best as possible. The customer needs to remember why they wanted to make the purchase in the first place and the benefits of doing so. Here you need to go back to step 1 and reiterate the problem they need to solve. Why is your brand the best for them and this problem? Let them know.

If you have done all you can up to this point and the customer still walks away, all is not lost. You can get them to return by targeting them again and sending email reminders about how they need the product. If you aren’t too familiar with this type of marketing, you can invest in a copywriting service that will ensure your emails are written in a way to encourage the buyer to act.

This is a make or break point for businesses and the most important step in the process. This can mean the difference between profit and a loss.

Step 5: The Purchase 

Everything has gone to plan so far, the necessity for the product has been created, the customer has done their research, and now they have decided to buy. Great! Well, not just yet. They can still change their mind at this point and not make the purchase. 

Making sure the marketing is still on point at this stage is key. So far, the marketing has been plain sailing and relatively simple. You need to ask yourself a few things and make the changes where need be. Is the process to purchase the item is too complicated? Speed of the site? Is your site mobile compatible and desktop-friendly? 

The customer can still decide not to go ahead, so it’s important to make these amendments and reduce the chance of any lost revenue.

Step 6: It’s Not Over

The customer has bought the product but there is still one process left. Keeping the customer loyal and satisfied is an integral part of the process. They still have to decide if they have made the correct decision and if they want to keep the product.

Customers have the option to return the item. You want to make this process as simple and hassle-free as possible. If they decide to return it or keep it, you want to make sure they come back again. You can find out their thoughts on your brand and buying process by sending emails and surveys on their experience shopping with you. This is very important as you can implement the changes if needed and make their return custom a much better experience, along with new customers.

These steps are in place to allow you to boost your reputation with your customers and make your marketing strategy a low easier. This will in turn make your business more profitable.

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