Use different media to match the key stages of the sale cycle

In simple terms we buy products or services for ourselves or our businesses because we have come to a point where we need to make a purchase.

Some buying cycles are really short - water is coming through the roof so you need a roofer NOW

Some are a lot longer - Your laptop is working fine but it's 5 years old and you think you should replace it within 6 months.

Regardless of what business or organisation you're in,  your customers will have their own buying cycle and you need to have a range of media that engages with them in the context of where they are in the cycle.

Yes,  it's possible to move them along to the point of purchase with offers etc, but generally there are 3 stages of the buying cycle that you need to aware of:

1. Becoming aware of a need or aware of a new solution
2. Research and qualification
3. Decision time

Examples of awareness media include:

• Trade or consumer ads across all media
• Blogs
• PR articles and editorial
• Sales letters - Direct Mail
• Banners
• Newsletters

Examples of research media include:

• White papers
• Comparison sites and articles
• How to guides
• End user reviews and feedback
• You Tube guides

Examples of decision time media:

• Brochures, leaflets and flyers
• Vouchers and discount offers
• Case studies
• Invitations to special sales events
• Requests for specific information downloads

It's clear that different media have a role in the whole sales and buying cycle - the secret is to have something from each of the 3 sections available at all times.