Why entrepreneurs ought to cease neglecting the post-purchase part of the client funnel – Outbrain

I recently bought a new cell phone.

My customer journey was pretty normal. I researched different devices, watched some product videos for each model, read a ton of reviews, and compared prices. Throughout the funnel, of course, I was the target of some pretty aggressive remarketing from the various websites I visited. In most cases, I was constantly shown the phone models that I had previously clicked on.

After a while, I finally made up my mind and bought a phone. But as soon as I hit the “order” button, I realized something interesting was happening to me.

This is how customers feel after the conversion

At first I was filled with a strong sense of FOMO. Did I make the right decision? Did I buy at the best price?

Second, the type of ads I saw while remarketing hasn’t really changed. Some sites just stopped speaking to me, and worse, others kept offering me the phone I had already bought at an even more expensive price, or other phone models that were just irrelevant to me.

In the world of psychology, there is a name for this FOMO feeling, and it’s called “cognitive dissonance”. Everyone seeks ways to intellectualize their choices and find evidence that what they are doing is right. It’s a natural human tendency, and that’s how I got it when I started wondering if I had made the right decision after clicking “Buy” and completing the purchase.

Existing customers also need attention

Every marketer – even novice – knows that attracting a new customer costs 6 times more than retaining an existing one. And yet, the post-purchase phase of the marketing funnel is precisely the one that advertisers tend to ignore.

Marketers love to measure acquisition because it is relatively easy and can often produce quick results. But it’s expensive and won’t maximize your marketing ROI across different media channels. Properly managing the touchpoints with existing customers is the way to keep them satisfied and get them to keep returning as repeat customers. This comes in a lot of great revenue, and the good news: It costs next to nothing to achieve this.

This form of post conversion marketing has many names, but I like to refer to it as “Decision making in content marketing”.

Why content marketing is critical AFTER the conversion

The best time to communicate with the customer about their excellent choice and to strengthen the feeling of having made the right decision is right after the conversion / purchase / app installation. This is the time to allay the customer’s fears and tendency to question himself. With the help of decision-making content, you can give them the security they need, especially when it comes to an expensive or dedicated product.

For example, if a customer has planned a test drive with a particular car model, flood them with test results and reviews content that shows the amazing features and performance of the car before the big day. If a client has decided to invest in a particular investment house, offer to download annual financial statements of last quarter’s returns to address nagging concerns, and so on.

How to increase customer loyalty with content

Decision-making content is relevant to all types of touchpoints after the customer is converted. Suppose a prospect submitted their data as a lead? Provide them with content that they “warm up” before talking to the sales rep. In addition, you do not have to invest in expensive media space for this content: in most cases, when a customer has taken an action, they are displayed on a “thank you” page. This generic page can easily be customized as a platform to offer more content after purchase, deepen their knowledge, and bolster their choice of product or brand.

Using a decision-making marketing tactic will help reduce the client completion rates (i.e., from lead to scheduled meeting, sales pitch to sales, etc.). It’s not that difficult between you and me to measure success – just create a control group that will not receive any decision content after purchase and compare it to the stats of a group that is exposed to this type of content and you will be in the second group saw an increase in graduation rates. You will quickly find that this additional “touch” of content can be decisive for sales and customer satisfaction.

In summary, it can be said that the data of users who have made an action / conversion / purchase not only benefit EXCLUDE for retargeting or LOOKALIKE for new acquisitions, but are also used to promote positive customer relationships with existing customers, to strengthen yours Choice in your brand and make them regular customers for a long time.