Do you have a strategy for your different types of customers?
Understanding the types of questions, concerns, and content needs for your customers at different stages of the purchase wheel is essential for tailoring your communication and marketing strategies.
These stages include:
- leads
- new customers
- established/return customers
Each group has distinct characteristics and needs that SHOULD be addressed differently to maximize engagement, conversions and long-term loyalty.
Here’s a breakdown for each category:
1. Lead or Potential Customer
Characteristics:
- May have limited knowledge of your brand, products, or services.
- Are in the exploration or consideration phase of the buyer’s journey.
- Need convincing to move further down the sales funnel.
Common Questions and Concerns:
- What does your product/service do?
- How does it solve my problem?
- How much does it cost, and is it worth it?
- What are the key features and benefits?
- How do you compare to competitors?
- Can I trust your brand? (Reviews, testimonials, case studies)
- What is the purchasing process like?
- Are there any discounts or promotions for new customers?
Content Types for Leads:
- Educational content (blogs, articles, videos)
- Product demos and tutorials
- Comparison guides (your product vs. competitors)
- Customer testimonials and reviews
- Case studies showcasing success stories
- Free trials, samples, or demos
- Clear calls to action (CTAs) and lead magnets (e.g., eBooks, webinars)
- FAQs and customer support contact options
Best Mediums for Leads:
- Email Marketing
- Social Media
- Live Chat and Chatbots
- Webinars and Virtual Events
- Content Marketing (Blogs, Videos, Infographics)
2. New Customer
Characteristics:
- Recently made a purchase or committed to using your service.
- May still be familiarizing themselves with your product/service.
- Expect seamless onboarding and support.
Common Questions and Concerns:
- How do I get started with my new product/service?
- Are there any setup or installation instructions?
- What are the terms of service, warranty, or return policy?
- How do I contact customer support if I need help?
- How do I maximize the value of my purchase?
- Are there any tutorials or guides for advanced features?
Content Types for New Customers:
- Onboarding emails and welcome kits
- Quick-start guides and how-to videos
- Interactive tutorials or product tours
- Detailed product manuals and user guides
- Customer support resources (contact info, chatbots, help centers)
- Educational content about best practices
- Satisfaction surveys to gather feedback
Best Mediums for New Customers:
- Email Onboarding Series
- Interactive Tutorials and Videos
- Dedicated Customer Support (Phone, Email, Live Chat)
- User Manuals and Help Centers
- In-app Messaging and Notifications
3. Established or Return Customer
Characteristics:
- Have experience with your brand and have made previous purchases.
- Likely familiar with your products/services but may seek more value or new offerings.
- May be interested in loyalty programs, exclusive offers, or additional purchases.
Common Questions and Concerns:
- Are there any new products or services that I might be interested in?
- Are there any loyalty programs or rewards for repeat customers?
- How can I get more value from my current product/service?
- Can I get support for an issue or question about a past purchase?
- Are there any upgrades or add-ons available?
- How can I provide feedback or suggestions?
Content Types for Established/Return Customers:
- Personalized emails with recommendations based on past purchases
- Exclusive discounts, offers, and early access to new products
- Customer loyalty programs and rewards
- Cross-sell and upsell content (suggestions for complementary products)
- Advanced tutorials or usage tips for maximizing product value
- Customer appreciation messages and updates
- Invitations to webinars, events, or community forums
- Feedback requests and surveys to engage them further
Best Mediums for Returning Customers:
- Email Newsletters
- Loyalty Programs and Rewards
- SMS and Push Notifications
- Customer Surveys and Feedback Forms
- Community Forums and Social Media Groups
- Personalized Offers and Recommendations
By understanding and addressing the specific needs of each group, you can enhance customer satisfaction, foster loyalty, and drive conversions at every stage of the customer journey.
