5 pillars to improve your buying journey

Using marketing automation to improve the buying journey saves you time, saves money, and increases your conversion rate. However, for this purchase to be successful, you must respect these five pillars…

Set your goals

Before implementing your marketing campaign, always define and define your goals. It can consist for example of reducing the sales cycle, getting more customers or leads, increasing your site traffic, or increasing your sales volume, for example. By setting achievable and measurable goals in advance (SMART Objective), you will be able to integrate them into your marketing automation strategy in order to improve your purchasing funnel.

Track KPIs

KPIs or KPIs make it possible to determine the effectiveness of an action that has been implemented. Although it is necessary to consider the conversion rate, there are other indicators that are important to assess your progress in order to improve your strategy later:

  • Income generated by the potential client;
  • click rate
  • cost per potential customer;
  • Opening rate
  • the king ;
  • Unsubscribe rate, etc.

Submit relevant content

In fact, present your content at the right time for your goal so that your strategy is effective.

There are different content to choose from depending on your offer, the stage of the customer journey and your goal, the most popular of which are blog posts, landing pages, web pages and webinars. In order to determine what works, conduct regular content analysis.

Take an A/B . test

A/B testing consists of comparing two types of scenarios that you have created. Through the performance indicators, you will know which one is working and you can determine why you will not be able to achieve your goals in case of failure.

If one of your scenarios was successful, proceed in the same way, that is, outlining the steps taken and the reasons why the goals were achieved. By taking the time to analyze your strategies, you will be able to strengthen your relationship with clients and implement new actions to continue achieving your long-term goals.

Understand the purchase path

Optimizing the buying journey through marketing automation requires a prior understanding of this process. In addition to promoting better targeting, it allows you to find the right method for a successful conversion.

Often confused with the customer journey, the buying journey ends after the purchase process. As for the customer journey, it includes the purchase path with the different experiences the customer had before, during and after acquiring the chosen product or service. The purchase path is a process through which a customer goes to find, purchase, and use a well-defined service or product. This stage begins when the need arises until the moment of actual purchase. It is critical for any company that conducts its analysis in order to improve the customer experience and the marketing actions to be implemented.

Some companies sometimes use marketing automation to deliver messages in industrial quantities. However, due to the large amount of information and advertisements that it receives, the Internet user needs to seduce and persuade him to buy your service or product.

In the face of intense competition, you must be able to adapt and personalize your messages. Whether you address your target by email or on your own website, always provide the answer to their needs.

However, even though the content is necessary to convince him, don’t forget these three specific stages in the buying journey.

Awareness of the problem or need

also called consciousnessThis step determines when the potential customer realizes their need, problem, or pain point. At this point, he might still be wondering if he had the ability to move on with this pain or if he could just work it out. Once he decides to provide an answer to his need, he determines exactly what he is looking for and gains an idea of ​​his budget. In some cases, the challenge a potential customer wants to meet is related to improving personal, financial or operational performance.

However, your brand can also contribute to the birth of a need. In fact, the potential customer can be attracted by the services or products displayed on your website or in a store, showroom or concept store. In this case the need does not come from him, but provoked.

No matter how the need arises, your brand should be able to detect it and provide an appropriate response.

Looking at or comparing solutions

opposite or consideration It is the stage during which the potential customer will search for different solutions to implement to provide an answer to his need. By evaluating each product, he compares the brands in order to see which one is able to bring him complete satisfaction.

To determine the ideal brand in the market, he will take into account their accessibility, brand presentation and crush. In order to seduce and impress him, he must provide smooth and accessible information.

the decision

During this stage the decision or resolutionThe potential customer has chosen the option that he considers most suitable for his needs. Before purchasing the desired service or product, he will seek to validate his choice by the brand.

Although it comes at the end of the process, this is the most delicate step in the process. In fact, it is desire and intuition above all that drives the consumer to make his final decision to purchase the offered service or product. To prevent them from getting frustrated and abandoning their cart, be sure to simplify the purchase validation phase.

So make sure he provides the minimum information that interests him so as not to get discouraged. To make the buying phase short and smooth, be transparent. Prices in particular should be visible on your site.

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