Understanding the Consumer Sales Cycle

Understanding the Consumer Sales Cycle

The "Attention, Interest, Desire, and Action" funnel could be key to your marketing success. Each potential customer enters onto a path from a different point of product awareness, such as a social media marketing channel or an online advertisement, and then continues along the path, intersecting with other paths of potential customers. Along the way, on each of these paths through the funnel, you create marketing actions for your customers to engage and drive them to the next step, such as signing up to receive a weekly email that offers entertaining information related to the product or signing up for a free white paper or brochure. This way, your product reaches far more potential customers than if you were simply posting from your business account page. Once potential customers click on any call-to-action (CTA) buttons or links you include in your posting, then the process of gaining and retaining their attention begins. Interest Once you have aware potential customers, your next step is to give them information that interests them enough to want to know more about your products. You can have them sign up for emails that focus on your product, or you can give them a free white paper. Your blog can add to the website’s value by talking about one of the product features or applications, a customer success story, or news about product improvements. After watching the video, potential customers can click on a CTA button or link to find out more about the product and buy it if they are ready at this point. Action Send out emails that include your CTA button, and if you consider giving a time limit to make the purchase before the product price goes up.

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The “Attention, Interest, Desire, and Action” funnel could be key to your marketing success. Find out how it works.

Understanding the Consumer Sales Cycle

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The following excerpt is from Robert W. Bly’s book The Digital Marketing Handbook. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound

Marketing funnels of consumer products are the various paths on which potential customers travel to reach their destination: the purchase of a product. Each potential customer enters onto a path from a different point of product awareness, such as a social media marketing channel or an online advertisement, and then continues along the path, intersecting with other paths of potential customers.

Along the way, on each of these paths through the funnel, you create marketing actions for your customers to engage and drive them to the next step, such as signing up to receive a weekly email that offers entertaining information related to the product or signing up for a free white paper or brochure. This is the first point of capturing leads that can be nurtured further with targeted messages.

As customers take the next step, they move down into the neck of the funnel toward the purchase of the product. Some will get to the goal sooner than others depending on the urgency of their needs. Regardless of whether the purchase happens at once or if customers continue to show interest but do not buy, continuing to tag customers in some way is an essential part of keeping them on the path through the funnel—no matter how slow the journey.

A classic funnel for persuasion is AIDA, which stands for Attention, Interest, Desire, and Action. Let’s take a closer look at each of those elements and dive into what they mean for you.

Attention

Your layout for a product-based marketing funnel starts with the awareness process, by which you get the…

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