People who are in the purchase stage, are moving toward a purchase decisions. They are settling on a solution to solve their pain point. At this stage they are trying to validate their final decision. They are seeking information confirm that they are making the right decision to meet their needs. 

While buyers at this stage may be looking other information to validate their choice, often what it comes down to is finding what they perceive to be the “best product”, or a product with benefits that sufficiently meet their needs at the best price – the “best value” product.  

In each of the stages we have covered so far, the content that you produce and the offers that you make will depend on the niche or industry you are in. And in the purchase and post purchase stage, it is no different. For example, in some niches it may be sufficient to only offer social media, blog and email content to convince buyers in the decision stage – but in others industries or niches you may like to consider product demos, webinars or product trials. Webinars can present case studies showing improvements in revenue, cost or time savings through use of your product, and product trials can allow your customer to experience ease of use and the value that your products brings too. 

Case studies are a great way to show ROI and to demonstrate the features, uses and benefits of a product, at the same time as establishing trust. Testimonials are another way to make a prospective buyer feel at ease.  

It’s most often your content that will give your buyer that final burst of confidence in your product or brand, so it’s vital to ensure that you have ample content at this stage of the funnel so that your buyers choose you over a competitor.  

The post purchase stage is a stage that is often overlooked by many online marketers, but for successful online marketers who build sustainable businesses, this stage is essential.  

After making a purchase, buyers will spend time reading up on support documentation and “getting started” guides to become familiar with your product. 

It’s essential at this stage that you have information available to ensure that you give your new customers the best possible experience. 

One way to approach this is to set up onboarding email drip campaigns to provide helpful or “quick-start” tips. These emails could include: 

• Welcome emails 

• Product “tours”, showing “beginners” how to use the product or service 
• Best practices 
• FAQ guides 
• Invitations to attend demos or webinars 
• Links to other support documentation and a support portal 
• Helpful blog posts 

Getting new customer is usually a far more expensive process than retaining existing ones. Providing a good onboarding experience for your new customers is essential for steady, sustainable business growth.