Felice Media is a custom graphic design, SEO, and content marketing brand owned by Bri Ziganti. Felice Media is based in Cleveland, Ohio, but accepts clients from around the world. As a designer, Bri has worked with CEO's, small business owners, non-profits, and individuals looking for a better way to communicate and develop their brand.



Phone: 866.634.6587
Email: info@felicemedia.com


six stages of the buying cycle infographicWHAT IS THE BUYING CYCLE?

The buying cycle, sometimes referred to as the “lead marketing lifecycle,” is a series of stages consumers move through when considering a purchase.

Currently, most marketers agree there are six stages in the modern-day buying cycle that a brand strategist needs to optimize if they want to increase sales and achieve a good ROI value from the leads they acquire.  These stages– attract, capture, nurture, educate, convert, and expand– require different approaches, as potential customers are looking for different things in each stage.  Typically, a lead will have already completed over half of these stages (about 57%) before a sales person ever speaks with them.  With the internet providing instant access to competitors as well as an easily-researchable digital footprint on your brand, the average consumer has more options and information to consider than ever before.  To convince them that your product or service is the best choice for them, you need to keep their interest through every stage.

Creating content that moves leads through the buying process towards your end goal (committing to purchase) is one of the best ways to leverage all six stages of the buying cycle.  In all cases, the most successful marketers and sales people know that understanding their audience and addressing their specific needs at a specific time will result in a higher conversion rate.  Forging real relationships with leads and customers and personalizing your message will help build your brand more quickly and less expensively than traditional one-size-fits-all approaches.

the six stages of the buying cycle infographic by bri ziganti
the six stages of the buyer's cycle
  • attract-01


    • Understand the need that triggers your customer to buy.
    • Demonstrate your product can fulfill that need by creating or commissioning valuable, attractive content that increases your visibility and fosters conversation.
    • Most importantly, make sure you are speaking your target audience’s language and centering your marketing efforts on the platforms and venues your target audience resides.
  • capture-01


    • Entice leads to give you their contact information.
    • Convert prospects to active opportunities by offering better content in exchange for their info, time, participation, or anything that gets them involved or taking action.
    • Test your content and calls to action to see what types of messaging give you the best conversion rates.
  • nurture-01


    • Build relationships with your prospects by providing further information that directly addresses their needs.
    • Segment your prospects based on their buyer persona.
    • Qualify them based on their behavior- how valuable are they to you?
    • Open a personal dialogue to ensure you’re giving them relevant info and establishing trust.
  • educate-01


    • Elaborate on your product, providing in-depth details that teach them about what they’re purchasing and how it directly affects people like them.
    • Provide testimonials so they can relate their experience to others.
    • Prove ROI with case studies and industry reports that show a concrete value.
    • Give them access to how-to videos or other materials that establish you as a solid source of knowledge.
  • convert-01


    • Turn your opportunity into a customer by getting them to commit to a purchase.
    • Check in after you’ve provided educational info to make sure they understand your product and the benefits they’ll receive.
    • Follow up with them after purchase to ensure they’re still satisfied and thank them for their business.
  • expand-01


    • Continue marketing to your current clients to improve your relationship and open opportunities for new sales.
    • Ask happy customers to share their positive reviews so others can read about their experience.
    • Collect feedback from unhappy customers so you can understand how to improve your product and your buyer’s cycle.
    • Crosssell similar or complementary products to current customers to keep cost per lead low and improve marketing ROI.
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    Customers who are happy with your product will speak positively about your brand, influencing those within their sphere of influence to give you a try.

  • better ROI using the buyer's cycle


    According to the White House Office of Consumer Affairs, it is six to seven times more expensive to attract a new customer than it is to retain an existing customer.  Additionally, most business owners agree the old adage– that 80% of their revenue comes from about 20% of their customer base– remains true even in 2017.  If you focus on developing existing relationships and continue to market to current customers, your sales should increase and you will experience a better ROI per cost of lead acquisition.

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    Consumers are more likely to purchase from a brand that is endorsed by others, responsive to questions, and has educational content about their product available.  Why?  Providing information about you and how your product affects others makes it easier to trust that you know how to address their needs.


Did you enjoy the buying cycle infographic?  Want one of your own?  I can illustrate and even research a customized infographic for your brand or business.  Tell me about your project idea.  I’d also love it if you shared the buying cycle infographic with your friends and followers!