Stages of customer readiness to purchase
Posted: Sat Jan 25, 2025 4:04 am
The actions from the example are warming up - a chain of stimulating messages with which you lead the user to a purchase, and the cold audience becomes hot. This process automates part of the work of the marketing and sales departments, and works just as well.
It may seem that if your product is already popular, you don’t need warming up. This is not true. If you look at the actions of marketers who promote a new car model, you will notice: news about it gets into the media, bloggers get cars for review, and presentations of the functionality thunder around the world. Popular products also need warming up, it’s just different in scale and tools.
Points of contact with potential buyers resemble a funnel. Each level in it reflects the type of interaction with the audience, similar to sales stages, but with its own characteristics.
Initial stage (Acquaintance) . A potential buyer or "cold" user is not yet familiar with the product and does not realize the need for it. The task of content for such an audience is to make people think about the need and introduce the brand.
Tell about the product and show expertise to build trust. To do this, activate the user in the blog: : let them read analytical and expert articles on the topic.
Interest (Realization of Need) . The audience at this level is “warmer” because they begin to understand that they are facing a certain task or problem. At this stage, the content should help them uk email list realize the problem that your product can solve.
Show the audience training videos and examples of how other customers have solved similar problems — this will help to work through the user’s doubts.
Consideration (Search for a solution) . At this stage, the audience is looking for a solution and comparing options. The task of marketers is to use all available channels to demonstrate the benefits of the product.
Show the benefits: reviews from satisfied customers, gifts and privileges for those who register.
Purchase . When the audience is "warmed up" to the stage of readiness to buy, and the goal seems to be achieved, it is important not to stop working.
In a classic sales funnel, this is the final stage, but in warming up, it is also necessary to maintain interest and help the client. For example, offer useful additions to the main product.
Retention (Post-sales interaction) . At this stage, the client actively uses the product and evaluates its advantages. It is important to regularly collect feedback and offer additional goods and services that enhance the positive experience of using the product. For example, companies with a complex IT product can add training materials for new users of the service to the warm-up. This will help introduce the client to the product and increase loyalty to the company.
Commitment (Brand Ambassador) . This is the final stage where the customer turns into a brand fan. Not only does he or she remain loyal to the products or services, but he or she also starts recommending them. Customers become trusted brand advocates, expanding the brand’s influence and strengthening its reputation through personal authority and trust in social circles.
We described in detail how to work with each audience segment in the article about Ben Hunt's ladder .
It may seem that if your product is already popular, you don’t need warming up. This is not true. If you look at the actions of marketers who promote a new car model, you will notice: news about it gets into the media, bloggers get cars for review, and presentations of the functionality thunder around the world. Popular products also need warming up, it’s just different in scale and tools.
Points of contact with potential buyers resemble a funnel. Each level in it reflects the type of interaction with the audience, similar to sales stages, but with its own characteristics.
Initial stage (Acquaintance) . A potential buyer or "cold" user is not yet familiar with the product and does not realize the need for it. The task of content for such an audience is to make people think about the need and introduce the brand.
Tell about the product and show expertise to build trust. To do this, activate the user in the blog: : let them read analytical and expert articles on the topic.
Interest (Realization of Need) . The audience at this level is “warmer” because they begin to understand that they are facing a certain task or problem. At this stage, the content should help them uk email list realize the problem that your product can solve.
Show the audience training videos and examples of how other customers have solved similar problems — this will help to work through the user’s doubts.
Consideration (Search for a solution) . At this stage, the audience is looking for a solution and comparing options. The task of marketers is to use all available channels to demonstrate the benefits of the product.
Show the benefits: reviews from satisfied customers, gifts and privileges for those who register.
Purchase . When the audience is "warmed up" to the stage of readiness to buy, and the goal seems to be achieved, it is important not to stop working.
In a classic sales funnel, this is the final stage, but in warming up, it is also necessary to maintain interest and help the client. For example, offer useful additions to the main product.
Retention (Post-sales interaction) . At this stage, the client actively uses the product and evaluates its advantages. It is important to regularly collect feedback and offer additional goods and services that enhance the positive experience of using the product. For example, companies with a complex IT product can add training materials for new users of the service to the warm-up. This will help introduce the client to the product and increase loyalty to the company.
Commitment (Brand Ambassador) . This is the final stage where the customer turns into a brand fan. Not only does he or she remain loyal to the products or services, but he or she also starts recommending them. Customers become trusted brand advocates, expanding the brand’s influence and strengthening its reputation through personal authority and trust in social circles.
We described in detail how to work with each audience segment in the article about Ben Hunt's ladder .