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Like sand through an hourglass

Aug 17, 2017 1:46:00 PM

The marketing hourglass is almost empty – we’ve moved from knowlike, and trust to try, and if you did try right, you’re sliding down into buy, repeat, and refer.

Buy means ... exactly what it sounds like – a prospective customer purchases your product or service. Make it a positive experience with an intuitive buying process, a customer orientation process, open lines of communication, etc. (Here’s where you ‘wow’ them!)

Repeat means repeat purchases from the same customer. This is not a passive phase – don’t wait around for them to love your product so much they come back. Follow up with surveys about their experience and send them (with their permission), content about new products and coupons/other perks.

Refer means turning happy customers into customers who bring other customers. Give customers a noteworthy experience and have a process that makes it easy for them to refer you and they’ll happily extol your virtues!

A functional marketing hourglass is a beautiful thing, but don’t get cocky – it’s never finished. You should continually seek improvement; for example, monitor the places where people get stuck between steps and change your approach to make the journey smoother.

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Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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