Our Approach

a FOcus on the buyer’s journey

Align marketing efforts with how your prospects buy

Prospects are increasingly starting their buyer’s journeys online, and this is only going to get more pronounced as they get more accustomed to, and dependent on, using the internet to support the buying process.

As businesses and marketers, we must put online mechanisms in place to optimize our performance in each phase of today’s typical buying process.  Those organizations that do the best job of supporting the buyer’s online journey will increase their opportunities, have a healthier sales pipeline, and convert a higher percentage of prospects to customers.

TODAY’S BUYING PROCESS

search

Leads are the lifeblood of any business. “Job one” for online marketing activities should be to generate a steady flow of good quality inbound leads. 

Inbound leads are generated when prospects search online and find potential product or service providers. If they don’t  find you when they search online, it’s a missed opportunity. 

By definition, inbound leads are well qualified because prospect “put their hands up” when they are ready to move to a next step in the buying process.

search

Leads are the lifeblood of any business. “Job one” for online marketing activities should be to generate a steady flow of good quality inbound leads. 

Inbound leads are generated when prospects search online and find potential product or service providers. If they don’t  find you when they search online, it’s a missed opportunity. 

By definition, inbound leads are well qualified because prospect “put their hands up” when they are ready to move to a next step in the buying process.

investigate

Today’s prospects are going online to do their own research. They want decision-facilitating information that will help them make an informed decision. Nobody wants to suffer from buyer’s remorse.

It is incumbent upon a business to provide prospects with this information as they move through the digital phase of their buying journey. Providing value based, online content that  assists prospects, in formats such web pages, videos, emails, webinars, positions you as a credible option and significantly increases the probability of converting that prospect into a customer.

decision

The ultimate goal is to convert searchers into prospects and prospects into customers. Online tactics must therefore include well-thought out and timed conversion tactics.

Information that prospects require in each step of their buying journey must be made available online to move searchers and prospects to “yes” at each decision point.

Conversion is supported through calls to action on websites or social networks with offers such eBooks, white papers, consultations, case studies and time-based promotions.

decision

The ultimate goal is to convert searchers into prospects and prospects into customers. Online tactics must therefore include well-thought out and timed conversion tactics.

Information that prospects require in each step of their buying journey must be made available online to move searchers and prospects to “yes” at each decision point.

Conversion is supported through calls to action on websites or social networks with offers such eBooks, white papers, consultations, case studies and time-based promotions.

Post Sales support

A customer base is an extremely valuable asset that is often under-leveraged. Yet most businesses lose contact, and don’t continue to provide value, after the sale.

Online mechanisms can be used to maintain visibility, and a value-based relationship, with existing customers.

On-going communications can include e-surveys to solicit feedback, new product announcements, promotions, industry trends or regulatory issues, or availability of used equipment; whatever is perceived as valuable for the specific customer base.

Online Marketing FRAMEWORK

To support each phase of the buyer’s journey, a combination of content, technologies, and processes must be implemented, in an integrated way, so that online marketing activities work together seamlessly. By taking this holistic approach, friction (unmet expectations) during the prospect’s buying journey is eliminated. 

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