Journey from the lead to the customer and further to the promoter of your brand.
How to make your leader turn into your supporter and promote your company?
Travel from lead to the client and further to the promoter of your brand.
The marketing department in a company must very clearly understand from which stages this journey is made.
Otherwise, it all comes down to two options:
1) marketing doesn't generate leads at all
2) marketing seems to generate them, but the sales department merges everything and says that they do not want to buy, they say the leads are bad, your tips are frail
')
Let's take a look at the steps of the stages of the journey:
1) need - need
At this stage we are dealing with a lead.
Lead is your potential customer (appropriate for your target audience)
It all starts with the fact that in the head of the lead, from the very beginning, it is necessary to ripen the need for a specific product / service.
He has to think about what is potentially necessary for him.
2) interest - interest
As soon as this need begins to ripen in the head of the lead, he begins to develop an interest in your product / service.
He starts thinking about it more and more.
His logical step at this stage is to start searching for information on the topic of interest to him.
The easiest and fastest way is to search the Internet.
The task of marketing at this stage: track - track.
Those. using all possible communication channels to attract the attention of the lead.
To form such an offer (offer) - from which it is not possible to refuse.
For example: a company needs to hire a sales manager. The task is assigned to the personnel department. First of all, the personnel manager will look for him at specialized portals like hh.ru.
On this portal, he can see a banner ad, which will attract his attention, with an offer of guaranteed manager hiring for a week, for example.
The personnel manager will want to click on the banner and get acquainted with this offer.
At this stage, marketing has completed its task: he tracked the lead.
Tracked - it means recorded his click on the banner and go to the site. For this there is specialized software that can do it.
3) visit - visit
For example: go to the site.
The task of marketing: capture - fix.
Fix, i.e. get lead contacts (his phone, e-mail).
Getting contacts is one of the very important steps.
Why?
Let's just take it.
In order to attract the attention of the lead, for example, you placed a banner on hh.ru.
For this banner you paid a certain amount of money.
Economically, you need to return these investments and preferably with a profit.
If you do not record the contacts of the leads, you will simply drive traffic to your site in the hope that the leads will call you.
The probability of returning your investment in this case is very, very low.
It is necessary to make attempts to increase this probability, and therefore attempts to get contacts of the lead.
No attempt - no result.
Here, as in hockey, for example: you do not throw at goal, it means you will never score.
And to score, it is necessary to start to start throwing at the gate.
4) learn - study
At this stage, your lead begins to study, i.e. collect as much information as possible about your product / service, your company, competitive offers, peers, etc.
The task of marketing: nurture - to grow
Growing up means keeping attention on yourself and developing an interest in your product, removing objections, risks, etc.
How can this be done?
For this you need to constantly be in sight.
This is also called touch. touch your lead.
Touch is any interaction:
a) sent an e-mail with a presentation of the company
b) invited to the product webinar
c) described the scheme of work with your company (in steps, so that everything was clear and transparent)
At this stage it is necessary to increase confidence:
a) to your product / service
b) to your company
For the organization of the system of such contacts, again, there is specialized software that allows you to automate the entire process.
4) return - return
Return means that at the previous stage of the study, your lead left your site and went to collect information and look for what else is on his subject.
And if you did everything right at the previous stages, then this lead should return to you.
Again, there are different tools for this.
One of these tools: retargeting.
This is when you clicked on a banner (ad) and then you see this ad on almost all other sites.
Marketing challenge: personalize - personalize you , i.e. define a specific lead and its needs in accordance with the criteria BANT (interest, budget, time, authority)
After BANT is defined, the sales team is connected whose task is to make a sale using all the personal information about the lead that the marketing has collected
5) buy - buy
With competent collaboration of marketing and sales, the lead becomes a customer by making the first purchase.
The task of marketing: thank - thank you.
Thank you for your purchase, leave a good impression, show that the client has made the right choice.
6) repeat - repeat
Replay means a second purchase.
Those. customer return and implementation of a new sale.
It is a well-known fact that selling an existing customer is much cheaper than attracting a new one.
Therefore, it is impossible to forget about our customers, of course, and you need to organize a process for making repeat purchases.
Marketing task: recommend - recommendations
Make the client advise his friends / colleagues / relatives / acquaintances to contact your company and purchase your product.
This is already a story about high-quality service, solving customer problems, and obtaining their stated benefits.
Only after the client has solved his problem with the help of your product / service and is satisfied, he will recommend you to others.
Here is a client's journey from the moment the need arises to the moment when your client conditionally becomes your promoter and recommends you to others.
The company must clearly understand this path and correctly build its processes in each control point of this path. Then the result will not take long.
Travel from lead to the client and further to the promoter of your brand.
The marketing department in a company must very clearly understand from which stages this journey is made.
Otherwise, it all comes down to two options:
1) marketing doesn't generate leads at all
2) marketing seems to generate them, but the sales department merges everything and says that they do not want to buy, they say the leads are bad, your tips are frail
')
Let's take a look at the steps of the stages of the journey:
1) need - need
At this stage we are dealing with a lead.
Lead is your potential customer (appropriate for your target audience)
It all starts with the fact that in the head of the lead, from the very beginning, it is necessary to ripen the need for a specific product / service.
He has to think about what is potentially necessary for him.
2) interest - interest
As soon as this need begins to ripen in the head of the lead, he begins to develop an interest in your product / service.
He starts thinking about it more and more.
His logical step at this stage is to start searching for information on the topic of interest to him.
The easiest and fastest way is to search the Internet.
The task of marketing at this stage: track - track.
Those. using all possible communication channels to attract the attention of the lead.
To form such an offer (offer) - from which it is not possible to refuse.
For example: a company needs to hire a sales manager. The task is assigned to the personnel department. First of all, the personnel manager will look for him at specialized portals like hh.ru.
On this portal, he can see a banner ad, which will attract his attention, with an offer of guaranteed manager hiring for a week, for example.
The personnel manager will want to click on the banner and get acquainted with this offer.
At this stage, marketing has completed its task: he tracked the lead.
Tracked - it means recorded his click on the banner and go to the site. For this there is specialized software that can do it.
3) visit - visit
For example: go to the site.
The task of marketing: capture - fix.
Fix, i.e. get lead contacts (his phone, e-mail).
Getting contacts is one of the very important steps.
Why?
Let's just take it.
In order to attract the attention of the lead, for example, you placed a banner on hh.ru.
For this banner you paid a certain amount of money.
Economically, you need to return these investments and preferably with a profit.
If you do not record the contacts of the leads, you will simply drive traffic to your site in the hope that the leads will call you.
The probability of returning your investment in this case is very, very low.
It is necessary to make attempts to increase this probability, and therefore attempts to get contacts of the lead.
No attempt - no result.
Here, as in hockey, for example: you do not throw at goal, it means you will never score.
And to score, it is necessary to start to start throwing at the gate.
4) learn - study
At this stage, your lead begins to study, i.e. collect as much information as possible about your product / service, your company, competitive offers, peers, etc.
The task of marketing: nurture - to grow
Growing up means keeping attention on yourself and developing an interest in your product, removing objections, risks, etc.
How can this be done?
For this you need to constantly be in sight.
This is also called touch. touch your lead.
Touch is any interaction:
a) sent an e-mail with a presentation of the company
b) invited to the product webinar
c) described the scheme of work with your company (in steps, so that everything was clear and transparent)
At this stage it is necessary to increase confidence:
a) to your product / service
b) to your company
For the organization of the system of such contacts, again, there is specialized software that allows you to automate the entire process.
4) return - return
Return means that at the previous stage of the study, your lead left your site and went to collect information and look for what else is on his subject.
And if you did everything right at the previous stages, then this lead should return to you.
Again, there are different tools for this.
One of these tools: retargeting.
This is when you clicked on a banner (ad) and then you see this ad on almost all other sites.
Marketing challenge: personalize - personalize you , i.e. define a specific lead and its needs in accordance with the criteria BANT (interest, budget, time, authority)
After BANT is defined, the sales team is connected whose task is to make a sale using all the personal information about the lead that the marketing has collected
5) buy - buy
With competent collaboration of marketing and sales, the lead becomes a customer by making the first purchase.
The task of marketing: thank - thank you.
Thank you for your purchase, leave a good impression, show that the client has made the right choice.
6) repeat - repeat
Replay means a second purchase.
Those. customer return and implementation of a new sale.
It is a well-known fact that selling an existing customer is much cheaper than attracting a new one.
Therefore, it is impossible to forget about our customers, of course, and you need to organize a process for making repeat purchases.
Marketing task: recommend - recommendations
Make the client advise his friends / colleagues / relatives / acquaintances to contact your company and purchase your product.
This is already a story about high-quality service, solving customer problems, and obtaining their stated benefits.
Only after the client has solved his problem with the help of your product / service and is satisfied, he will recommend you to others.
Here is a client's journey from the moment the need arises to the moment when your client conditionally becomes your promoter and recommends you to others.
The company must clearly understand this path and correctly build its processes in each control point of this path. Then the result will not take long.
Source: https://habr.com/ru/post/295858/
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