You’ve gotten your potential customer’s attention, gave them the tools to consider your brand, and now: It’s decision time.
We’ve been talking a lot about the customer journey: the way your customers interact with your brand from start to finish. Everything your customer experiences from the moment they discover you to the day they become a loyal fan – that’s their customer journey.
In the Awareness Stage, a potential customer becomes aware of your brand. They discover your blog when they searched for something online, or they found you on social media.
Then they enter the Consideration Stage and think about whether or not they want to buy your product.
Now it’s time for your customer to make a decision.
You might be thinking at this point, your work is done. But that’s far from true! You still have a few opportunities to help them decide they know, love, want and need your product!
Tools to help guide your potential customers through the Decision Stage of the customer journey
Tool #1: Email
By now, you’ve likely captured your lead’s email address through a sign-up form on your site or an opt-in offer of some sort.
Email grants you continued dialogue with your potential customers.
With this tool, you can answer commonly asked questions (questions they might be wondering themselves at this point in their customer journey), remind them of the benefits and unique features of your product, and relate to them in a way that strengthens the relationship you’ve already continued to form.
Your email subscribers have chosen to receive your emails, and there are no algorithms getting in the way of your content reaching your email subscribers.
If you are still relying on only social media, like Facebook, your organic reach could be less than 2%. For these reasons, email has a higher conversion rate than social media.
Here are a couple of ways you can use email in the Decision Stage:
- Create an automatic email series targeted to your ideal customer that helps them answer the question, “Why should I choose this winery over every other?”
- Send out a monthly email newsletter to keep in touch with those who linger in the Decision Stage.
- Segment your list to create more targeted campaigns, so you can use language that resonates with customers and potential customers who are at different points in their customer journeys.
Tool #2: In-person experience
Even as a digital marketing fanatic, I can agree: Nothing beats real life interaction.
Anytime you have the opportunity to meet your potential customers in person, do everything you can to create a memorable experience for them.
Stay on brand by using the same language and aesthetics you use in your online and printed branding materials.
Measuring Decision Stage success
By following your potential customers through the customer journey, you can more easily pinpoint which areas are effective, and where you’re losing potential customers.
You measure Decision success by measuring actual sales: online and in-store sales.
Since it’s at the point-of-sale that customers move through the Decision Stage, you can observe your sales and see what elements are in place, and which are lacking, to help your leads decide to choose your product.
Guiding your prospective customers through the decision stage takes time and effort. Tools like email automation can take some of the workload for you, leaving you with more time and energy to focus on leads physically walking through your door.
Next up the final stage: Loyalty: The most valuable asset in your customer journey.
If email seems time-consuming or confusing to you, you’re not the only one.
Hop on a call with us. We’d love to brainstorm with you and strategize ways we can help successfully move your leads through the Decision Stage so that they become Loyal Customers.