A digital marketing agency is the type of company that brings with it thousands of terms from the past, present, and, of course, will encompass others that will emerge in the future. Some of them are important for your online store.
Terminologies such as “lead”, “suspect”, “prospect”, “customer”, “customer”, which serve to identify the degree of relationship that a person has with your digital business is an excellent classification method.
By classifying people in groups like this, you capture desires and direct responses more appropriately to them, which will result in better use of your target audience and better performance of your e-commerce.
So now I will explain what each of these nomenclatures means:
– Lead
When a visitor makes initial contact (which could be signing up on your squeeze page , for example) with your digital business, they cease to be a visitor and become a lead.
– suspect
When a lead, after signing up on the squeeze page , passively receives your email marketing or other information without opting out, they cease to be a lead and become a suspect, that is, someone "suspected" of being a buyer.
– Prospect
The suspect, when he contacts a seller, when he searches for specific products in his virtual store, when he becomes an active seeker of information, he ceases to be a suspect and becomes a prospect.
- Client
The prospect, when he stops looking for information and makes a purchase decision, that is, when he inserts products in a cart and makes the payment, from that moment he becomes a customer.
– customer
When a customer is satisfied with their first purchase experience, when they receive excellent service from the after-sales team , and therefore return to make new purchases, they cease to be a customer and become a regular customer.
The success of your online store will depend on the number of customers you manage to capture. Remember: it's the customers and not the leads, suspects, prospects or customers that will drive your e-commerce.
Therefore, focus on building customer loyalty. Keep them with you, as it's cheaper to retain current customers than to acquire new ones. If possible, work with modern resources such as Lovemark's Theory , for example, which allows you to create what's called "loyalty beyond reason," the highest level of relationship a company can have with its target audience.
