Recently, I bought a new mobile phone.
My customer journey was fairly standard. I researched different gadgets, watched some product movies for each model, read a lot of reviews, and compared prices. Throughout the funnel, I was naturally the target of some fairly aggressive remarketing from the numerous sites I visited. In most cases, I was constantly shown the mobile phone models I had previously clicked on.
Before long, I finally made our decision and bought a telephone. But as soon as I hit the “Order” button, I discovered something interesting started to happen to me.
How customers feel after they transform
First, I was filled with a strong sense associated with FOMO. Did I make the right decision? Did I actually buy at the best price?
Second, the kind of ads I saw when I was being remarketed didn’ t actually change. Some sites simply stopped targeting me completely, and worse, others ongoing to offer me the mobile phone I had already purchased, in a even more expensive price, or other mobile phone models that were simply irrelevant to me.
In the world of psychology, there’s a name for this FOMO feeling, and it’s called “ cognitive dissonance”. Every person looks for ways to intellectualize their decisions and find evidence that their particular action is right. This is a natural human tendency and that’s what I was feeling while i started to ask myself in the event that I’d made the right choice, after I’d already clicked “Buy” and the purchase was complete.
Current customers need attention too
Every online marketer – even beginners – know that acquiring a new client costs 6X more than retaining an existing one. And yet, the post-purchase phase of the advertising funnel is exactly the one that marketers tend to ignore.
Marketers love to measure acquire because it’s relatively easy to do and can often bring quick successes. But it’s costly, and it won’t maximize your own marketing ROI across different media channels. Properly controlling the touchpoints with current customers is the way to make them happy and get them to come back because repeat customers, again and again. That’s where a ton of great profits come from, and the good news – it costs almost nothing to achieve.
This form associated with post-conversion marketing has many titles, but I like to refer to is as “ Decision Making Content Marketing” .
Why content advertising is critical AFTER the conversion
The best time to communicate with the customer about their exceptional choice and to reinforce their sense of having made the appropriate decision is precisely following the conversion/purchase/app install. This is the time to calm the customer’s anxieties and their tendency in order to second-guess themselves. With the help of decision-making content, you can give them all the assurance they need, especially when it comes to a high-cost or high-engagement product.
For instance , if a customer has planned a test drive of a particular car model, flood associated with content about test results and reviews that show the car’s amazing functions and performance before the big day. If a customer has chosen to invest with a particular purchase house, then offer a download of a financial statement of the last quarter’ s results to ease any nagging concerns, and so on.
Learn how to boost customer retention with content
Decision-making content is relevant for all types of touchpoints after the customer converted. Say a potential customer posted their details as a guide? Provide them with content that will “ warm” them up before the phone call with the sales agent. What’s more, you don’t have to invest in expensive media space for this content material: in most cases, when a customer has taken an action, they are proven a “ thank you” page. This generic web page can easily be customized as a system to offer more content following the purchase, to deepen their particular knowledge, and to strengthen their own choice of the product or brand.
Using a decision-strengthening marketing tactic will help increase rates of closing (ie. from lead to scheduled meeting, from sales meeting in order to sale, etc . ), help with an increase in retention price, and ultimately to an increase in the LTV of the customer. Between you and me, it’s not that will hard to measure the success – simply create a control group that will not receive decision-making content material after the purchase, and match up against the stats from a team that is exposed to this kind of content, and you will see a lift in conclusion rates among the second group. You will soon discover that this extra “touch” of articles can be decisive in terms of sales and customer satisfaction rates.
So to sum up, ensure that data of users exactly who took an action/converted/purchased is not just for the benefit of EXCLUDE for retargeting or LOOKALIKE for brand spanking new acquisitions, but will also be used to foster positive customer human relationships with existing customers, strengthen their choice in your brand name, and turn them into repeat customers for a long time to come.
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