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    The Buyer Journey

    The Buyer’s Journey is an essential tool to develop your marketing strategy, every interaction your buyer persona has with your company should be aligned to where they’re in the buyer’s journey, which describes the process your buyer persona goes through leading up to a purchase. Knowing the buyer’s journey for your persona will be key to deliver the right content, to the right persona at the right time.

AWARENESS STAGE:

Buyers are experiencing and expressing symptoms of a problem or need.
In the first stage of the Buyer's Journey, they are doing research in order to more clearly understand and give a name to their problem.

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Marketing Focus:

  • Capture potential customer’s attention by providing helpful answers to their problems
  • Build trust and thought leadership
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Tips:

  • Identify what keeps your prospects up at night
  • Create educational, remarkable content tailored to your Buyer Personas
  • Make your content easy to find - don’t push the products or services on customers
  • Provide personalized content

 

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Content Types:

  • Analysis Reports
  • eBooks
  • Editorial Content
  • White Papers
  • Blog Post

I have toothache and feel pain when bitting down on food. What's wrong with me?

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CONSIDERATION STAGE:

Your leads have conducted some research and have clearly defined and given a name to their problem or need. In the second Stage of the Buyer's Journey, they are researching potential solutions. Some of their questions are: What are my options for solving my problem? What are the possibilities? 

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Marketing Focus:

  • Helping prospects research the best solution to their problem and evaluate your particular offer.
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Tips:

  • Create solution-based content
  • Write persuasive and powerful content
  • Use keywords
  • Place Calls-To-Action to nurture the lead into a customer

 

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Content Types:

  • Comparison white papers
  • Expert Guides
  • Live Interactions
  • Podcast
  • Webinars
  • Free Sample

Aha! I may have a cracked tooth. What are my options for relieving or curing my symptoms? 

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DECISION STAGE:

Your leads have made a choice and decided what approach to take. In the third stage of the Buyer's Journey, they are now looking for the specific product and company that will solve their problem.

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Marketing Focus:

  • Convince leads that your business can provide the solution
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Tips:

  • Use language and vocabulary your customers would use
  • Get brand-specific
  • Nothing speaks louder than the experience of your current customers - Stimulate Customer Evangelists
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Content Types:

  • Case Studies
  • Vendor Comparisons
  • Trial Download
  • Live Demo
  • Customer testimonials

I should visit a dentist, but which one? The dentist1 costs ££ but they're widely-known and fast.

Are you looking for a marketing strategy based on your buyer's behaviour?

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