B2C Post Purchase Sequences: How to Nurture Product Buyers
With a 2-second Google search, marketers and business owners will find a cornucopia of post purchase sequence guidelines. That is, as long as you run a B2B business. On the other hand, e-commerce and product-based businesses are left out.
Our professional copywriters have written quite a few B2C post purchase sequences, and it’s high time someone outlined what works and what doesn’t. With the Holidays swiftly approaching, shoppers scavenge the Internet in search of gifts, so it’s important to implement a B2C post purchase sequence soon.
Here’s an important question for B2C business owners?
When you sell a product (even a pair of socks) is that the end of the customer relationship?
To nurture customer relationships, and lock in repeat business, the best practice is to deliver fresh and relevant content based around new products that compliment existing purchases.
Before you engineer your B2C post purchase nurture sequence, it’s important to note one foundational element…
The Different Purchase Psychologies Between B2B and B2C
B2B marketing normally expresses itself as need-based, whereas B2C relies on impulse buys and discretionary products.
Therein lies the problem—products can and will improve the customers’ lives and solve major problems. A bottle of hairspray makes you feel more confident, a new shirt helps you get noticed at work, and so on.
This is not to say that it’s unwise to leverage impulse buys. After all, most consumers don’t stew over product purchases to the same degree as services. It’s more of a “hey, that looks cool” psychology instead of an “I need this, or things won’t change” buying behavior.
After you lock in that initial purchase, it’s time for you to flip that trend on its head. In your B2C post purchase sequence, the best practice is to leverage the existing purchase, and show the audience how it will improve their lives. After that, they’ll take you up on offers that compliment the first purchase.
The most effective way to do that…
Leverage Product Storytelling in Post Purchase Marketing
The aromatherapy market is a multi-billion dollar industry, and not because consumers really like Pumpkin Spice, Apple Cinnamon, and Basil Citrus. That’s part of their success equation, but that business is continuously booming for two reasons:
- Candles are gifts that most anyone who isn’t allergic to synthetic fragrances will like.
- Product storytelling allows prospects to envision themselves enjoying the candles alongside an activity. In other words Candle X is great for sprucing up the house, while Candle Y gets your spouse in the mood for a romantic evening.
Are you using product storytelling? Or are you telling your audience just how great your products are?
The former option will work wonders in your B2C post purchase sequences, but the ladder will result in shrugged shoulders.
Related: Copywriting Tips: Product Storytelling
Clicking the Buy Button is Only the First Step
That initial purchase is akin to the customer going on a date with you, and deciding they want to see you again. But without a strategic post purchase sequence at the ready, it’s like you never called back.
Clicking the buy button is the start of the relationship, and after the first purchase, it’s up to you to nurture your customers.
Related: Why Words Trump Images
When you show your customers how continuing their relationship with you makes life a little grander, then you’ll establish the brand loyalty that culminates with exponentially increasing conversion rates.
And the only way to establish that reality is to nurture, nurture, and then nurture some more with B2C Post Purchase Sequences.
Looking to up the ante after your product sells?