You’ve probably heard about the “Buyer Journey” and wondered why it’s so important in Inbound Marketing . Well, you’ve come to the right place, because in this post, we’ll reveal everything you need to know about this term.
The Buyer Journey is the path a user takes from the moment they identify a problem or need, research possible solutions and alternatives, and finally decide to purchase a product or service that addresses their situation. The buying cycle consists of three different stages, which we’ll analyze in detail later. It’s essential to know which stage the potential buyer is in to select the type of content , tone, messaging, and so on, and thus, ultimately, convert them into our customer.
What is the Buyer Journey and what are the stages?
1. Discovery phase
The potential customer realizes they have a problem and wants to define exactly what it is and look for possible solutions. They will do this by searching the internet. At this stage, the person is not yet ready to buy anything because they don’t yet know phone number library what the best possible solution will be for their specific need.
Our role : We should use a purely informative tone; we don’t try to sell you anything, but rather help you understand your situation so you can move on to the next phase. The content that works best is initial advice, posts, or articles related to the problem.
2. Consideration phase
Our potential client is now aware that they have a problem and understands its magnitude to a greater or lesser extent. They will begin to consider different options and compare their pros and cons in order to make a final decision. The person is getting closer to making a purchase, but they are not yet ready for a purely commercial contact.
Our role : At this stage, we must help our buyer personas , which are semi-fictional representations of our ideal customers, conduct their research and position ourselves as a leading company in the field. Our tone should remain informative, but more professional than in the previous phase. The content we provide will be high-quality ebooks, webinars, step-by-step guides, and videos.
3. Decision phase
This is the final stage of the process. Here, the this approach is even more powerful in times of economic person already knows what their needs are and has evaluated the different options and solutions. The potential customer has already decided to buy, so our pitch can be more commercial.
Our role: This is where we must convince the potential client that we are the best solution for their needs. What works best are “demo formats,” such as a free initial consultation or a product whatsapp phone number sample. We must communicate the advantages of our product or service, payment options, etc., and thus close the sale.
We could say that understanding the buyer’s journey is the most essential part of inbound marketing, as it’s the only way to strategically deliver the right information to the right person at the right time, with the goal of converting leads and visitors into customers. The goal of all this communication is to guide our buyers through the entire process, providing valuable content at each stage that positions us as a benchmark and, ultimately, as the best solution to their problem.