As a business owner, there are many hats to wear. From finances to product development to marketing your business, you are typically the point person for it all. As a business owner, this is all part of your journey – the path to success and finding what works for you and your company. But what about the journey that your customer is on?
As important as it is to know your current customers and to understand your target market, you need to consider the in-between stages on the path to consumption of your product or service. The Buyer’s Journey involves three major stages:
Each of these stages is critical in bringing a consumer purchase to fruition. Becoming aware of these three crucial components is only part of the process in bringing in your target consumers.
Consider the points of contact you have with your consumers and ask yourself
- How many points of contact do you have with your future customers?
- How many different tactics to funnel new leads are you implementing?
We live in an increasingly digital driven world, and with marketing practices continually evolving due to COVID-19 consumer behaviours, it is important to take note of what tactics you are using to gain brand exposure and potential new customers.
If you produce any kind of content for your business online, you need to pinpoint what area of the Buyer’s Journey these pieces of content are supporting, how you can further leverage this existing content and to consider where you are in need of more support. Let’s dive into the stages of the Buyer’s Journey and what you should be producing to guide your future customer right to purchasing a product or service from your business.
The First Stage: Awareness
A potential buyer is realizing that they have a need for something, whether that be to find a solution to a problem, resolving pain points or looking to explore a new product or service. This potential buyer is researching and exploring companies, people and brands that can solve these issues or satisfy these respective needs. In order to support this early part of the Buyer Journey, you need to create content that is going to educate this buyer on your brand and product or service.
Content such as videos, blogs, social media posts, infographics, quizzes, industry reports, e-books and more can be utilized to help your potential buyer understand and learn about what you are offering. Any type of educational content that is on social media or your website is used as a touchpoint for giving the buyer the information they are looking for, helping them remember your brand in the following two stages.
A proper SEO strategy and PPC ads can also help this potential buyer learn about your brand if you place yourself in the mindset of your target audience. By placing yourself in the consumer mindset of someone who will need your product or service and paying for those keywords in which you believe them to be using during this search, you are giving yourself a higher stage to be seen on. Organic social media marketing also works to generate new leads as it is used as a search engine, therefore your content can be an optimal tool to educate your existing and future customers when they stumble upon your profile.
The Second Stage: Consideration
During the Consideration Stage, your potential buyer now has a clearly defined problem or opportunity. The potential buyer wants to consider all possible options that can help them find a solution for this. How can you further heighten your brand in the eyes of your lead during this consideration period? You need to think like your buyer. What are they looking up to solve this problem or satisfy their need? Your brand needs to deliver the information to educate and qualify this lead to consider your product or service as their final stop. Content such as newsletters, events, free webinars, online resources, podcasts, live videos or expert guides are a few examples of content that can be used to further inform your lead and gain a vantage point to provide an offer.
The Third Stage: Decision
The third and final stage is the Decision Stage, a time where your lead is compiling and weighing out all options available to make their final call. This stage in the Buyer’s Journey is very much weighed by the other products and services available on the market in the decided upon category and why your offering is different. This is why it is very important to convey your points of difference during this time. These points of difference can be showcased in various digital content such as case studies, new client offers, pricing structures, free consultations or trials, product or service comparisons and demonstrations to further show why your brand is the one to select above all others.