Every new customer you ever had started on a journey that led them to make a purchasing decision. Understanding your buyer’s journey and making sure that you nurture them and meet their expectations each step of the way will mean that so many more people make it to the end, where they decide to buy something from you, and this is essential for your business’s continued growth and success.
What is the Buyer’s Journey?
HubSpot provides a useful definition:
“The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.”
There are different stages to a buyer’s journey, and breaking them down can help businesses better understand how their actions can influence the person at each stage.
The stages are:
Awareness, Consideration, and Decision.
Awareness occurs when the buyer realizes that they have a problem or desire and out of that comes a need. At this stage, the buyer wants to find out more about the problem or attraction, and so begins to research around it – they are not looking for a solution necessarily, just trying to find out more about it.
Once the buyer fully understands the issue, they then begin to look at how they can solve their problem or satisfy their need. They are looking for solutions to help them and research accordingly.
Having become aware of the various options available, the buyer then makes their decision and will make a purchase.
The three stages of the buyer’s journey are all critical for businesses to get to grips with, because they each have opportunities to direct the customer to buy their products or use their services. If they don’t intervene and direct the customer to do so, they could end up diverted elsewhere, and the sale will be lost.
So how do you do this?
Influencing a buyer’s journey is all about making sure that you give them the right content, and the correct information, at the right time. Get this wrong, and you could make them feel pressured or confused or that you don’t have the answers. If you can provide them genuinely useful content, when they need it, your chances of them buying from you become significantly higher, and you’ll encourage them to move along in their journey to that point.
There are several things to think about:
Providing content that gives them answers when they begin to research.
Having someone available to communicate with them if they have questions or want to make an inquiry.
Providing the facts and figures and USPs that make them feel your products and services are superior.
Providing reviews and references and testimonials to help a buyer feel secure in their choice.
Creating a buyers journey isn’t always easy, and requires research, analytics, and experimentation to get right. You need to understand your customers and identify how they think and what they require. You may have to create several buyer journeys for different customers depending on their needs and actions. However, putting in the effort to be as helpful as possible to your customers and providing them with real value will ultimately lead more people to your website and increase your sales.
So now you know, why not try creating your own buyer’s journey’s today?
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