There are 6 primary stages that help in converting leads to a customer. These stages, if handled well can enhance the rate at which a business can get conversions. Every stage is crucial as they define the effectiveness of the next stage and the final end result. How a business works around these stages will define how the brand can capture the market and establish themselves as the lead players in the niche.
The numerous times that a business gets to interact with its customer are the actual high-end opportunities that can help them create an impression. The various stages of the marketing funnel allow a business to take advantage of the various customer touchpoints to enhance every experience.
Let us explore the various stages of the marketing funnel and see how it can be handled to maximize the end results.
Awareness:
An important and defining stage in marketing, Awareness help brands to reach out to the masses with the problem and the solution they offer. Usually achieved through engaging advertisements, emails, social media posts, content posts, webinars and direct connect with possible customer bases. This is the first customer touchpoint that you have as a business and you need to ensure that you are hitting the right note.
Interest:
Once the awareness has been created, the next crucial stage is the phase where people develop an interest in what you offer or on your brand. This here is a great opportunity to make a lasting impression and build a relationship. Through targeted emails, content generation, and direct communications you can help to build trust with the brand.
Consideration:
Once the prospective customers have good faith in your brand and you have piqued the interest in their minds it will take you to the next phase of marketing which is Consideration. This is where people start contemplating on exploring the products and services that you offer.
Evaluation:
If a prospective customer is considering purchasing a product he will start with the evaluation of the product and the brand. One of the most common platforms for evaluation now is the online platform where a customer would check on reviews, comments, and videos to understand how other customers of the product have found it and what their experiences were.
Social media presence is a must now for any marketing need. It gives customers looking for social validation easy access to information and reviews. Hence it is highly important that a brand makes interactive social media platforms for people to interact and leave opinions. Responding promptly often leaves a good impression on people giving them the feeling that their view is valued.
Intent:
This is where you can see your prospective customer inching on to the final stage of a purchase. The prospective customer now starts checking into his options within what you have to offer. This is a very sensitive stage too where you will have to ensure that you are meeting the customers’ expectations. He is already in your website and exploring what you have. This is where you need to ease his search and help him reach his decision. Having an interactive website can help in molding a prospective customer’s opinion. Many websites have live chat windows which ensure that a customer gets what he is looking for. A user-friendly website with easy navigation helps in giving the right experience.
Purchase:
This is the most awaited stage for any brand. It is the end result that you strive for when the prospective customer actually makes a purchase or signs up. But again this is one of the most crucial customer touchpoints that helps to define the success of a brand and its sustainability in the market. Having a positive memorable experience can help in forming a very positive outlook towards the brands ensuring brand loyalty.
Conclusion
Capturing a market is not that easy. You need to identify your strengths and weaknesses effectively. This is what will help you come up to the forefront and give the best experience you can to your customers. Every interaction that you have with your customer is an opportunity to build on your brand. You need to make the best out of these touchpoints to ensure that you will be always the point of consideration and purchase for the products or services that you offer.
