During this stage, the main focus of all marketing is to let the world know you actually exist. Impressions and visits are good KPIs for awareness. We cannot assume that anyone will jump straight into the buying stage from this point. This is merely an introduction, where your product or service comes out to say hello.
Once the audience knows you exist, you must give them more information to help them feel comfortable with your brand. Good KPIs here are website visits, content downloads, page likes, subscribes, newsletter signups, and phone calls for more information.
This is the assurance stage, people still may not be ready to buy, so expecting sales to hit the roof at this stage is still not something you should expect.
Now that they are showing a bit of interest, it is time to engage them in a two way conversation. Ask the audience to participate. Let them get closer to your brand. KPIs here are based around engagement. Comments, reactions, uploads, tags, retweets, favourites, and coupon redemptions are all ways to see if this phase of your marketing is working.
This aspect of the marketing phase makes sure that the leads that have been gathered and the audience that has been engaged does not lose interest. KPIs here are email opens, clickthroughs, time spent on the website, responses to followups, etc.
This is where a customer finally is ready to buy a service or a product. Here the obvious KPI is the sale. This aspect of marketing is the responsibility of the marketer. The right price point, a competitive edge, a personable sales person or a smooth online transaction will all make the difference between making or breaking a sale.
A one time buy is great, but a true customer is one who comes back. This phase makes sure that customers do come back. KPIs here are repeat purchases.
The best kind of customers are those you bring you even more customers. It’s extremely important to always keep them close to your brand and provide them with plenty of incentives to do your marketing for you. KPIs here are shares and referrals.