The purchase process for a user is the same at all times, but it can last months, years, or happen in seconds. This purchase process occurs daily, and we often don’t even see it happening; it occurs without us thinking about it.
What is the Purchase Process?
The purchase process is what the consumer does before, during, and at the time of acquiring a service or product, and the process can occur over a long period of time or in a very short period. Knowing this purchase process, identifying it, and aligning it with your sales funnel is essential to achieve a good purchasing experience and good objectives.
Consumer behavior is the understanding and analysis of the factors that influence the behavior of a market when buying a product or service. To better understand it, it’s how a person decides based on time, money, and effort factors to meet their consumption needs.
This stage of the purchase process begins when the user is not so sure that they have a problem, referring even to a need. At this point, they just begin to see which companies exist and which ones catch their attention more.
Problem Recognition
In the user’s purchase process, problem recognition is the basis for there being a need to buy. The recognition that there is a need to cover a need or a problem occurs at this moment, this need can be self-generated or induced by companies through marketing and that’s when the real search begins.
Solution Consideration
At this point in the purchase process, the user is reviewing and evaluating the possible brands or companies from which they can buy, starting to research and inquire more deeply into the benefits each one offers.
Purchase Decision
When the customer reaches this point, there is no turning back; the user has already decided to make the purchase of the desired product or service knowing exactly the benefit they expect to obtain.
If at the last point of the purchase process the consumer does not get what they expected, there is a great possibility of disappointment and as we know this causes us not only to lose a customer, but they spread the word, something that would be completely opposite if this customer receives more than what they expected.
It is important to highlight other instances that have to do with the purchase process or that help you speed up the same. For example, when a user wants to buy something, they look for the product they want to acquire to have validity, whether real or not, and that it really works for what they want, and to help them with this, a very good tool is to use comments or reviews.
Sell More with Comments and Reviews
Comments and reviews can help you sell many more products, thanks to the fact that even though your product looks impeccable, your site is perfect, and you promise everything, even though it is true, your word is all they see, so having comments is of utmost importance to allow users to validate if the information is true through the experience of other consumers.
Encouraging reviews is necessary and useful, to achieve it you can carry out various strategies:
Strategies to Encourage Reviews on Your Products
Discounts for Reviews
When you manage to sell a product, you can offer users discounts on their next purchases in exchange for a review on your website or in your restaurant, even if you sell through platforms like Mercado Libre or Amazon.
Unforgettable Experience
Ensure that the process of purchasing and obtaining the product provides the user with an excellent experience so that the user’s emotion is expressed in a good review.
Email Marketing for Reviews
You can directly request the review right after they have made the purchase by sending the email directly to the users and receiving the invitation to give a review.
Using comments in your purchase process is essential and understanding that this is directly related to the sales funnel and managing to link these two to understand and solve the real problems of the customers and convince them is something that will optimize your brand and your business.
Have you ever noticed these points from your purchases or do you overlook them? What do you think about these steps we live without realizing it?
Today, everyone wants to grab the public’s attention and be immediately recognized, which is why they constantly create strategies and changes. However, they often overlook one of the strongest tools for marketing: emotion.
Thanks to the study of neuromarketing, we have identified that most of our purchases are based on emotions and we do not rationalize them until later. As a brand, using emotions to our advantage will allow us to achieve unexpected results.
What is Emotional Branding?
Emotional branding, or emotional marketing, involves a series of actions that emotionally engage the consumer, thus creating a relationship between the product and the consumer. Emotional marketing aims to create content that appeals to and connects with the consumer’s mood.
The use of emotional marketing is employed for advertising campaigns and, as the name suggests, branding is a series of actions. It’s complicated to achieve with a single action since each advertisement, each campaign builds that link with the brand to later achieve conversion.
Emotional marketing is not new; it has been around for 20 years since it was first mentioned by Marc Gobe in the book Emotional Branding.
Emotional Branding and Maslow’s Pyramid
Maslow’s Pyramid shows how we behave and what the needs of human beings are. This pyramid indicates that we cannot climb the ladder until we have met the objectives of each step. Applied in marketing, Apple has been a brand that has managed to create emotional branding working from the same pyramid, not linearly, but every time it finds the opportunity, it appeals to one of the essential points of the pyramid.
Components of Emotional Marketing
Emotional marketing must fall into one of the following archetypes to really know that we have achieved the goal. These archetypes were identified with quantitative research by the marketing agency MVLM:
Improve. With the use of the product or brand, you will be able to improve, whether physically, emotionally, intellectually, or economically, no matter which, as long as you become better.
Satisfaction. The product or service meets expectations and not only that, it exceeds them, leading the user to an unforgettable experience.
Ritual. When the brand integrates into the user’s daily life to the extent that it becomes a ritual for the user.
Nostalgia.
When the brand connects with the user’s memories being associated with strong feelings, this is achieved with products with which a person grows up.
Identity. When the brand becomes part of the identity of a person or a culture is when it begins to resonate strongly with the market.
Emotional Branding Appeals to ETHOS, PATHOS, and LOGOS
When we manage to balance these three points is when a brand becomes emotional and strong. These techniques are characterized by these three rhetorical arguments:
Ethos
Appeals to Credibility Achieve credibility by assuring users that what you say and offer is true. Ethos in branding or emotional marketing can come in different forms, from expert quotes to testimonials, you can also use case studies or even give examples of how things have been achieved in the industry with your product or service.
Pathos
Appeals to Empathy Pathos motivates the consumer to take action with a sense of urgency, with the idea that they might miss the opportunity to obtain it or not belong to a group. You must be careful that the user does not feel that they are being manipulated.
Logos
Appeals to Logic and Reason The most persuasive pillar of the three and most dependent on the rest. Showing only facts, statistics, or product improvements is usually not what drives the user to buy, but showing them what your product can do for them and achieving empathetic communication to appeal to their logic is where you will find results.
By applying emotional branding, you will achieve results that you did not expect, from greater brand acceptance to an increase in your ROI, all thanks to emotional branding. If you manage to appeal to emotions and do good work with your clients, you will achieve a brand that endures over time.
Email marketing is a tool for mass emailing and creating marketing campaigns. It is used to send emails with relevant information to the recipient, resulting in excellent results for your business.
Email marketing works for all types of businesses, being one of the most important in B2B, although it is also relevant in B2C. In B2B, you can achieve greater results.
Email marketing is one of the most relevant and efficient tools, more so than social media. According to McKinsey, it is 40 times more effective than Twitter or Facebook and has a 59% impact on the purchasing decision, as we know thanks to a study conducted by Sale Cycle.
These numbers are no coincidence; the effectiveness of email marketing is due to a simple fact: it achieves great results. When we look at an email marketing message, we have all our attention focused on that alone, unlike social networks, where there are other ads and things happening around, thanks to the little distraction that we get these results.
Email marketing is used for multiple types of campaigns; here we leave you a few ideas to take advantage of:
Launching new products or services
Create email marketing for each new product you generate and show your previous and future buyers the new launches. Make sure to include a quick purchase button.
New prospects or leads
We can create a campaign to attract new prospects or leads by sending them a series of emails trying to contact them and achieve a conversation with them that allows us to have a good interaction and relationship.
Abandoned carts
If you have an online store, you can register all the people who have tried to buy in your online store and forgot something in the cart; they probably forgot what they were going to buy. With an email marketing strategy focused on abandoned carts, you can remind them that they forgot something so they complete the purchase.
Promotions
If you have special promotions for an event, you can invite your buyers and/or users through email marketing; this will keep them informed about what’s new in your store.
Newsletters
This one is fun and exciting because if your company is used to creating content or you have relevant news constantly, you can create a newsletter where you keep all your users informed about the latest in your business and relevant news.
These are some of the actions you can perform to achieve good results in email marketing. It is important to know how to apply them and identify the ideal moments. Another thing to consider is that we must have our database, and if it is an external database, we must request permission to send these emails because if you do not do it, you can have problems with the users.
It’s time for you to start sending your email marketing.
The Hot Sale is excellent because it benefits thousands of businesses, and this event occurs every year to encourage and boost online product sales. Having good strategies for the Hot Sale is crucial to increase your sales; the Hot Sale is designed for Mexico and Latin America.
What is the Hot Sale?
The Hot Sale is an event that promotes online product sales and is designed to boost e-commerce and benefit thousands of brands and businesses in Mexico and Latin America.
This event generates an economic impact of 29,949 million pesos, according to 2023 data. You can read the full AMVO report here.
This event is driven by the Mexican Association of Online Sellers (AMVO), which has over 600 registered brands.
Should I participate in the Hot Sale?
If you have online sales, it’s important to know that participating in the Hot Sale is necessary because it will bring you many benefits:
It allows you to increase your average ticket size.
It increases your potential customers.
It improves your community.
You achieve better visibility.
Here are some tips to start participating in the Hot Sale and make your participation effective:
Analyze your competitors
Identify all your competitors and what they have done for the Hot Sale, and see if there’s anything you can learn about what not to do or how to propose something better.
Pre-plan your Hot Sale
Plan your marketing strategy for your Hot Sale, thinking from the discounts you will offer to the marketing strategy itself.
Publish before the Hot Sale
Announce that you will be participating in the Hot Sale in advance and what they will be able to purchase so that your users are prepared to participate.
The Hot Sale is a great opportunity to push your brand to a new level and attract new customers who, if you do it right, could become regular customers. Are you already participating in the Hot Sale?
Thinking about having a website in recent years is no longer a luxury; today, it’s a basic necessity. No matter the size of your business, it is very important to have a well-functioning website with good interactions, and that is developed for different screen sizes, as most users browse on their mobile phones.
What is responsive design?
A responsive design is a website designed to adapt to all screen sizes, maintaining the browsing experience regardless of the device on which the website is being viewed.
Having a website is not only important because it allows us to have an excellent user experience, but it has also been a requirement from Google for years. Therefore, having a well-designed and functional website will allow you to achieve better positioning.
Not having a responsive website is problematic.
If your website is not responsive, you can face significant problems, among which the number one is a lack of trust. If you don’t have a good and secure website, it will not generate trust in your potential buyers.
Another problem you might encounter if your website does not adjust to screens is that some information may not appear on the screen or be hidden because it doesn’t fit on the screen, or images are resized to fit and cover up information.
It’s important to consider responsive design within your website, and if you do not consider it, many platforms help make it responsive automatically without you having to do it manually.
When working in marketing, one of the most important points is to achieve very good results within each strategy, and one of the best ways to obtain excellent results and know what is good for the company is to measure the ROI.
What is ROI?
ROI, which stands for Return on Investment, is a foolproof metric or tool to validate whether what you did has given you a return on investment. It is important not to confuse it with ROAS.
What is ROAS?
ROAS stands for Return on Advertising Spend. It is a metric that allows you to measure the return on investment of your advertising campaigns.
Difference between ROI and ROAS
Although they may seem similar, they have small differences. For example, ROI is not only a metric for marketing or advertising but applies to any area, unlike ROAS, which applies only to ads. Another big difference is that ROI already considers the payment of taxes unlike ROAS, which measures gross money.
Best Platforms for Your ROI or ROAS
First of all, if you’re reading this, it’s because you’re looking for shortcuts, and unfortunately, there aren’t any, but we’ll guide you on how to choose the best platform to get better ROI in your advertising campaigns.
First of all, we need to understand how our business works and know who we sell to. For this, you can read our blog about buyer persona or target market, or simply identify if your business is B2B (Business to Business) or B2C (Business to Consumer).
Knowing the above, it’s time to identify what each platform is useful for. Be aware that each platform has its focus and achieves different things, but we will land them in the B2B and B2C models.
Below you will find a list of networks and platforms you should use depending on your business:
Web = B2B, B2C LinkedIn = B2B Instagram = B2C Facebook = B2C Facebook Merchant = B2C Instagram = B2C TikTok = B2C TikTok Shop = B2C X (Twitter) = B2C Pinterest = B2C Mail = B2B, B2C Google = B2B, B2C Google Merchant = B2C
Once you identify which channel works for you, select the ones you can start using. It is very important that you consider the following factors: the budget you have for your campaign, the trained personnel to manage that account, and the tools your sales team has.
If you have defined the channel you are going to use, it is time to start creating your campaign and measuring. It is important to consider testing no longer than 3 months on each platform. The important thing here is that you measure each action you take and start seeing your ROI and ROAS at each step. Once you manage to measure it, it’s time to assess where or where you should invest all your budget.
Now that you know which platform works for you, your business, and your target market, it’s time to direct your budget to this platform. Always thinking that when you have more possibilities, you expand the channel to obtain more conversions in other channels, because it is necessary to be everywhere, all the time.
This strategy is a summarized form of a book called Bullseye Marketing written by Louis Gudeman. It’s an excellent book that I recommend for achieving effective marketing strategies that will allow you to achieve effective results.
It’s time to achieve your goals and obtain excellent ROI and ROAS. Start today and begin seeing results.
