The Buyer’s Journey and Inbound Marketing are crucial for your business.
Very few people wake up and make an impulse decision to purchase a product. Beforehand they will go through various steps prior to purchasing. For example, product research and evaluation of customer needs. This is called the Buyer’s Journey.
Stages of the Buyer’s Journey
There are 3 stages in which a buyer will go through when purchasing a product/service.
- Awareness Stage: The buyer is aware of any problems they are facing. They may research to clearly understand, frame and give a name to their problem/s.
- Consideration Stage: The buyer defines their problem and looks at solutions. The buyer will define and name their problem. Subsequently are committed to researching and understanding all solutions and/or methods to solving the problem or opportunity.
- Decision Stage: The buyer evaluates and decides on the right provider to administer the solution. The buyer has decided on their solution, method or approach.
Why consider the journey
As a result, creating content that appeals to your buyers will be much easier when you have developed each of your business’s buyer’s journeys, which in turn will help your marketing funnel.
The marketing funnel establishes each stage in which a customer will consider their purchase.
There are also 3 stages:
- Attract: Looking at ways to interact and attract potential and existing customers, which can lead to creating meaningful relationships with the correct people. Content ideas may consist of blogging, search engine and social media marketing.
- Engage: Building long-lasting relationships with customers, providing insight and solutions to their problems but also their goals. Content ideas may consist of email marketing, remarketing and social media.
- Delight: Providing experience which adds value to help customers reach their goals and potentially promote your company. Content ideas may include email marketing, remarketing, live chat/chatbots for service and loyalty programs.
Now we’ve got to grips with the buyer’s journey. Let’s see how we can make it work with the power of inbound marketing.
How Inbound Marketing enhances the buyer’s journey
Inbound marketing is a business philosophy that is based on helping people. The inbound approach means creating a 1:1 relationship with strangers, prospects and/or customers. Inbound means meeting people on their own terms and interacting with them via different methods, i.e. sites, platforms and networks that they value the most. Consumers want to be educated not sold!
There are 5 principles when it comes to inbound marketing:
- Standardize for consistency: Consistency in messaging and information is core to building trust. Ensure to get the same answer multiple times. This helps build confidence in your brand whenever a question or challenge comes up.
- Contextualise for relevance: Using all information from all previous interactions with customers and prospects to give the most relevant information as quickly as possible.
- Optimise for clarity: Be aware of the strengths and weaknesses of each communication method. This can help you to determine the best types of marketing, sales and services interactions to deliver across each one.
- Personalise for impact: Use shared knowledge inside your contact database to personalise each conversation you have to the person you’re talking to
- Empathize for perspective: Inbound is about being human and having empathy and being adaptable. Acknowledge your prospects and customers are people with valid emotions and market to them accordingly.
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