Did you know that approximately 98% of Brazilian companies do not take full advantage of digital marketing? You data are from a study by the Boston Consulting Group and supported by Google.
Most companies seek quick results and end up ignoring important steps that must be considered when dealing with tools that seek to optimize business performance on digital platforms.
This is the case in the customer buying cycle! Do you know how important it is when making decisions about analyzing campaign results? So keep reading to find out!
How does the buying cycle work?
Digital marketing is directly linked to the idea of relationship, and that means that all communication established between an organization and potential customers must be mutual and natural – no longer one-sided as in the ads of yesteryear!
The purchase process takes time that varies according to the product/service offered by the company. It can be quick and take days/weeks, or be slower and take months.
Understanding what and how it is composed is necessary so that, in the final stage, the results are worked on in the most assertive way possible! For this, let's understand what the steps are:
Discovery
The discovery, or awareness, phase is when individuals don't even know they have the specific problem or need that your product or service can address.
Consideration
In consideration, the consumer already has more clarity about what he wants and also the desire to make the purchase, but he is still looking to know more about the subject so as not to make a mistake when investing his money.
Conversion
That's when the purchase finally occurs after all this relationship process.
After sales
In after-sales, the main mission is not only to make people buy from your store again, but also to prove that the choice to buy with you was assertive.
Why is the buying cycle important in digital marketing campaigns?
To invest in marketing campaigns, you need to be patient and, above all, understand your closing cycle clearly.
Customers from each market segment have their own time between their contact with a certain brand, their desire to purchase a product and the actual purchase.
To purchase an apartment, for example, consumers take, on average, nine months between the research phase and the actual purchase.
Thus, if we imagine a construction company that wants to invest in digital marketing, there is no point in having its investments made in just a few months.
On the contrary: in this case, it takes at least nine full months for the results of the first months to begin to be converted into sales and for a concrete analysis to be made of them.
On the other hand, simpler purchases, as in the case of books, which are made more quickly and without much need for prior research, promotional and even short-term actions — such as special discount coupons — are more efficient than actions more focused on discovery and relationship, such as content marketing campaigns.
Not only the area in which your company operates should be considered in this regard, but also the dissemination platform itself.
On Instagram, for example, when posting stories directed to your sales website, the reach can be much greater than in a post, for example, but this effectiveness is limited to just one day.
It is essential to know your consumers' purchasing cycle precisely to keep it aligned with each of these aspects, ensuring that the contracted channels, the frequency adopted and the standards chosen for your communication are as effective as possible.
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