ত্বিটরদা শেয়র তৌবিয়ু
Picture this. You are scrolling through your social media and seeing a sponsored ad about running shoes simply because you opened one ad on your email or any other channel. On one fine day, you enter a shopping mall, see the same brand outlet and decide to have a look at some running shoes. After several thoughts later, you decide to make a purchase. This buying decision is what we call in marketing terminology ‘trigger’.
As an entrepreneur, it is important to note that customers would not buy your product or service unless something causes them to buy. This is often overlooked, but trust us when we say that buying triggers are one of the most important pieces of information you can collect about your customer. Simply selling your product through different channels is not enough to attract and retain loyal customers. It requires a series of efforts to connect with your customers genuinely and build lasting relationships. Understanding this cycle within a digital landscape is extremely important if you want to avoid customer churn and wasted marketing investments. Read on to discover how.
Breaking Down the Customer Buying Cycle
The customer buying cycle can be divided into three parts: awareness, consideration and decision. Have a glance at the infographic below for more information.
Awareness
As the name denotes, awareness is the stage where your potential customer comes to know about the products or services you offer. They might not realise the urge to buy your product or service at this stage unless there is a trigger. As a business entrepreneur, you need to paint a picture of the problem for your customers and gently introduce them to the solution while deepening brand awareness and building trust and loyalty.
Consideration
At the consideration stage, your customer has realised that a problem needs to be addressed. The only challenge here is to ensure that your product or service is on top of your customer’s shopping list.
ৱারেপ
The last stage, which is the decision stage, is where your customer either decides to buy your product or you might lose your customer to a competitor. Providing you have nurtured your customers well about your product, they finally decide to make a purchase at this stage. The role of your brand communication at the decision stage is to streamline the buying process and make them feel secure along the way.
Guide to Trigger Marketing
From boosting revenue to improving customer relationships, trigger marketing, if done correctly, can completely transform your marketing strategy. Here’s how to do it right:
Know Your Buyers’ Persona
Firstly, you need to determine who your potential customers are you are trying to target. Once you know what kind of buyers you are trying to reach, you can think about the life cycle of those potential buyers. At the same time, you can gather insights into their problems and reasons.
Think About the Causes and Effects
Next, when strategising marketing triggers as part of your marketing strategy, your customers will either decide to buy your product or refuse to buy. At this stage, you need to determine what will happen and why. In other words, you need to chalk out why your customers either decided or declined your product and what made them make that decision.
Describe the Trigger Events
For valid reasons, you can not keep track of all your customers to check when they look at your social media channels. But you can keep track of other essential information, such as responses to emails, link-clicking, responses to campaigns, personal criteria and so on. You need to keep track of the things that can make your customers react. This way, you will be able to drive effective marketing campaigns for your brand.
Determine Automated Actions
Once you have noted down the triggers you want to respond to, you need to determine what course of action you will take. Analyse the list of triggers you made and then determine the plan of action you want to perform with respect to each trigger item.
Personalise Your Message
Several studies have shown that personalised messages are more effective than bland and boring brand messages. If your action is a marketing task, knowing how a particular contact differs from the rest in your CRM and the message that might trigger them to perform the desired action is important.
Focus on Customer Relationships
Customer relationship management, or CRM, is the best way to manage and improve your brand’s relationship with your customers. If you do not have a readily available system for managing things, your data will probably be all over the place. In this regard, you can make use of marketing automation software to take some burden off you and build effective customer relationships.
Parting Thoughts
Welcome messages, monthly newsletters, abandoned shopping cart emails, birthday or anniversary emails, etc.; today, every interaction with your potential customer is also a chance to build robust and more personal customer dialogues. Whether a customer is buying your product, booking an appointment or simply scrolling through your website, they want to be listened to. Hence, it is important to run thorough research on what triggers them to purchase your product or the reason behind choosing any other brand’s product. At first, it might seem quite overwhelming, but eventually, you will be able to create more lasting relationships with your customers and cater to their needs more effectively and closely.
