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digetry Blog - Customer Focused Marketing

Build Trust Online and Close More Sales

Posted by Greg Schraff

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Every day, people form impressions of brands from touch points such as advertisements, articles, conversations with family and friends, and product experiences. Unless consumers are actively shopping, much of this exposure may appear wasted, but it is not. Build trust online or risk losing it

What happens when something triggers the impulse to buy?

These accumulated impressions then become crucial because they shape the initial-consideration set: the small number of brands consumers regard at the outset as potential purchasing options.

The accumulated experiences are part of a journey the customer takes when interacting with your brand. This customer journey is referred to as the Decision Journey or Customer Buying Cycle. We’ve defined the Customer Buying Cycle in previous posts, and today we are going to provide an example it in action – what does this look like in practice, and how can it lead serve to build trust online with your prospects and customers, and ultimately close more sales.

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For our example, I’m going to paraphrase a scenario originally described in a McKinsey article on this subject:

Diane is on a business trip from New York to Chicago. Once she lands in Chicago, Diane grabs a cab to her appointment. As she approaches the downtown area, she spots something and asks the driver to slow down – it’s a commercial building that is leasing office space (Diane’s company is thinking of opening an office in Chicago and this building looks interesting).

The signage that grabs Diane’s attention promotes a web address for more information. Diane uses her phone to go to the web site, which is optimized for mobile and which is focused solely on this particular listing. The leasing company’s site provides relevant details about the property—price, layout, amenities—and a direct link to the broker. From within the site, Diane can submit her contact information to connect with the broker and for access to details about the area’s real-estate trends, such as recent sales and rentals and mortgage.

Because the leasing company now has Diane’s contact info, the broker sends Diane an e-mail message asking if she would like to schedule an appointment to talk about the office space. When they connect by phone later that afternoon, Diane has already been sent a link to the details about the space for her reference during the discussion.

Let’s break down this example and examine how it fits into the four stages of the Customer Buying Cycle.
 
build trust online and close more sales
 

 

Attract

Diane was already familiar with the brokerage through posts she had read on LinkedIn and blogs on topics she had researched. In fact, her familiarity with the logo is what initially caught Diane’s eye in the cab – she wasn’t actively looking for property options at that point in time but because the brokerage was top of mind she took note and considered the signage.

 

Convert

The signage prompted her to “Get Property Details”, followed by a web address. The brokerage came through on its promise by delivering Diane a mobile optimized site that focused exclusively on the property in question, providing just enough information for Diane to determine if the property initially made sense and next steps – contact the broker and receive more details about the property.

 

Close

Diane certainly is not going to conduct a deal over the phone, but her initial experiences helped to build trust toward the brokerage. She has now had multiple, professional exchanges, and as we all know, unless and until there is a certain level of trust, a deal won’t happen.

 

Delight

Every experience along the customer journey is an opportunity to build trust online, or erode it. (Tweet This!) Diane’s experiences result in a satisfied client. In fact, Diane is so satisfied that next time she reads a blog post by the brokerage firm she shares it on her social media network.

 

Today’s empowered consumer is driving the marketing equation. You need to not only align all elements of marketing— internet strategy, spending, channel management, and message—with the journey that consumers undertake when they make purchasing decisions, but also of integrating these elements across your organization to achieve closed loop marketing.

When you understand this journey and direct your digital marketing spend and messages to the moments of maximum influence, you stand a much greater chance of reaching consumers in the right place at the right time with the right message. And this, after all, is the goal of marketing.


To learn how to optimize every component of your businesses' marketing to increase your lead conversion, download our free guide: 

lead generation blueprint

 What happens when something triggers the impulse to buy?

These accumulated impressions then become crucial because they shape the initial-consideration set: the small number of brands consumers regard at the outset as potential purchasing options.

The accumulated experiences are part of a journey the customer takes when interacting with your brand. This customer journey is referred to as the Decision Journey or Customer Buying Cycle. We’ve defined the Customer Buying Cycle in previous posts, and today we are going to provide an example it in action – what does this look like in practice, and how can it lead serve to build trust online with your prospects and customers, and ultimately close more sales.

Topics: Customer Decision Journey

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