Consistency: People tend to live in accordance with their words, attitudes and actions. This tendency is stronger the more overt the action is and the more effort is required. In this phase it is important that you have overcome the identification phase. You have persuaded the target group to include the brand in their considerations. What matters now is that if you continue to communicate consistently, the target group is more likely to also comply with the second request, the action to purchase.
Social Proof: In this phase, people look at what other buyers think of the product or service. They write reviews that are read by others. Social proof is important to get people to become your brand ambassadors.
Authority: By having the target group achieve a certain status, they will gain more respect from others. They can then become an authority within the target group. Give this target group a stage and let them use their status. In this way, authority can pave the way for providing social proof.
4. Retention (bottom right)
There is an implicit and an explicit community present. This phase is about activating the target group. The target group itself is in a judging role. This phase is about cultivating loyalty among users. They must become brand ambassadors, so that they can spread their positive experiences with the brand to others.
Consistency: People have made the step from consideration to purchase. By continuing to communicate consistently, the target group can be asked to remain a customer on the one hand and on the other hand to communicate their brand preference more and thus feed new potential members.
Social Proof: It is important to look at the members of the target group who have the largest network around them at this stage. These members enjoy a certain status. Give them new information first, let them try certain products first. It is important to focus on these influencers at first. They will have to provide the social proof by increasing brand awareness and by persuading members who are considering the brand.
Scarcity: In this phase, it is not only important to get the target group moving by creating scarcity. The target group is involved and has now made the decision to purchase. Scarcity works best when you let the members of the target group compete with each other for what has been made scarce. This increases loyalty and they will communicate about this even more actively to others.
The transition between the different phases
But how can you really make the target group make the transition from online engagement to offline action? To achieve this, it is necessary to make them move from one phase to the next. Below I will describe the five steps you can take in the model.
Reciprocity-285x173Implicitly, there is no community present yet. It is therefore important to create an explicit community. By giving something to your target group based on reciprocity, you develop brand loyalty and brand preference. So make sure that the target group becomes a follower based on reciprocity, then it is only a small step for them. In addition to reciprocity, cultivating sympathy also consists of an associative component. As a brand, you are perceived as more sympathetic if your target group is. This ultimately forms an important basis for social proof.
From commitment to participation
In this phase, the step to offline action is taken: your target belgium phone data group actually becomes a customer. As described above, sympathy is an important factor here. People must have sympathy for you, to include you in the consideration.
In addition, if two different products differ relatively little from each other, the target group will sooner buy something from an organization they like than from an organization they like less. A second technique that is important now is creating scarcity. By creating scarcity in the right way and at the right time, the target group will decide more quickly to make a purchase. Using social proof is especially important in this phase when the target group is uncertain about the decision they have to make. Sympathy can then lead to trust.
From participation to retention
Authority and Responsibility 200x200The implicit community is present in this phase, but now it is time to make it explicit. From the social proof that you have built up during regular contact moments with your target group, it is easier to influence new members. Try to seduce the target group to become a brand ambassador. This will help you move them to participate in the explicit community and to express their brand preference.
Once in the community, it is important to reward loyal members. Make sure they can achieve a certain status, which allows them to develop themselves as an authority within the target group. Members who form an authority will be more inclined to actively propagate their brand preference.
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