Travel from lead to customer and further to your brand promoter

How to make your leader turn into your supporter and promote your company?
Travel from lead to customer and further to the promoter of your brand.

The marketing department in the company must very clearly understand what stages this trip is made up of.

Otherwise, it comes down to two options:
1) marketing does not know how to generate leads
2) marketing seems to generate them, but the sales department merges everything and says that they don’t want to buy, they say bad leads, you have weak tips.

Let's take a look at the steps what stages the journey consists of:



1) need - need
At this stage, we are dealing with a lead.
lead is your potential client (corresponding to your target audience)
It all starts with the fact that in the head of a lead, the need for a specific product / service should initially mature.
He should think about what he potentially needs.

2) interest - interest
As soon as a given need has begun to mature in a lead, interest in your product / service begins to develop.
He begins to think more and more about this.
His logical step at this stage is to start looking for information on a topic of interest to him.
The easiest and fastest way is to search the Internet.

The marketing objective at this stage: track - track.

Those. using all possible communication channels to attract the attention of the lead.
To form such an offer (offer) - which is not possible to refuse.

For instance:The 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 on specialized portals such as hh.ru.
On this portal, he can see an advertising banner that will attract his attention, with an offer of a guaranteed hiring manager for a week, for example.

The personnel manager will want to click on the banner and get acquainted with this offer in more detail.
At this stage, marketing has completed its task: it has tracked the lead.
Tracked - it means he recorded his click on the banner and the transition to the site. For this, there is specialized software that can do this.

3) visit - visit

For example: go to the site.

Marketing task: capture - capture.

Commit, i.e. get contacts of the lead (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 a lead, for example, you placed a banner on hh.ru.
You paid a certain amount of money for this banner.
Economically, you need to return this investment and preferably with a profit.
If you don’t record contacts of leads, you’ll simply drive traffic to your site idle in the hope that the leads themselves will call you.

The probability of a return on your investment is then very, very low.
Attempts should be made to increase this probability, which means attempts to get lead contacts.
No attempts - no result.

Here, like in hockey, for example: you don’t throw on goal, so you will never score.
And to score, you must first start to throw on goal.

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, analogues, etc.

Marketing objective: nurture - nurture

Nurture - means to keep attention on yourself and develop interest in your product, remove objections, risks, etc.

How can this be done?

To do this, you must constantly be in sight.
This is also called - touch, i.e. touch your lead.

A touch is any interaction:
a) they sent an e-mail with a presentation of the company
b) invited to a product webinar
c) described the scheme of working with your company (

step by step so that everything is clear and transparent) At this stage, you need to increase confidence:
a) to your product / service
b) to your company

To organize a 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 its topic.
And if you did everything right at the previous stages, then this lead should come back to you.
For this, again, there are different tools.
One such tool is retargeting.
This is when you clicked on a banner (ad) and this advertisement you then see on almost all other sites.

H Adachi marketing: personalize - personalize your , ie determine the specific lead and its needs in accordance with the BANT criteria (interest, budget, terms, powers)
After the BANT is determined, the sales team connects whose task is to complete the sale using all the personal information about the lead that marketing collected

5) buy - purchase
With competent collaboration of marketing and sales, the lead becomes a client by making the first purchase.

Marketing objective: thank - thanks.
Thank you for your purchase, leave a good impression, show that the customer made the right choice.

6) repeat - repeat
Repeat - means repeat purchase.
Those. customer return and new sales.
Everyone knows the fact that selling to an existing customer is much cheaper than attracting a new one.
Therefore, we certainly must not forget about our customers and we need to organize a process for making repeat purchases.

Marketing objective: recommend - recommendations.

Make the client give recommendations to his friends / colleagues / relatives / acquaintances to contact your company and purchase your product.
This is a story about quality service, solving client problems, receiving the declared benefits.
Only after the client has solved his problem with the help of your product / service and was satisfied, he will recommend you to others.
Here is such a journey of the client 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 at each control point of this path. Then the result will not be long in coming.

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