The Buyer’s Journey Doesn’t Stop After Sale
The idea of the buyer journey has evolved drastically over the past decade. Initially conceived of as a linear path from education to purchase, the journey has evolved into a fragmented, non-linear path. This is largely a result of the amount of content increasing online.
Now, marketers focus on relationship building between their brand and potential customers. Content plays a huge part in that process. 70 to 90 percent of the buyer’s journey now occurs before first contact with sales. Most buyers consume an average of 11.4 pieces of digital content before a purchase.
Lorraine Maurice, Senior Director of Global Indirect Channel Marketing at SAP, talks about the importance of altering your content strategy to accommodate the new buyer journey:
Altering your trajectory to match emerging buyer habits may seem difficult at first, but it is essential for ensuring business success in the long run. Learning how to join the new buyer’s journey creates value for your business by creating long-term relationships with invested customers.
The key to the new buyer journey is building out relationships digitally and continuing to create value after a sale. Post-purchase communications not only delight your customers, they position you to ask for reviews and case studies, and even to up-sell your customers.
Discover more about building digital relationships and how to alter your content strategy post-sale in Maurice’s complete article below.
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