The buyer’s journey represents the different stages a prospect goes through when making a purchasing decision, If you sell something and don’t understand how and why people buy, you are doing it wrong!
Your prospects don’t want to hear another sale pitch; they want to hear about solutions to their problems. It is your job as a marketer to create content for every stage of the buyer’s journey.
Brian Clark @brianclark said, “These days, people want to learn before they buy, be educated instead of pitched.”
In today’s highly competitive sales landscape if you want to get a buyer’s attention then you need to produce content, offer solutions, nurture leads, listen and engage.
Breaking Down The Buyer’s Journey
Is your customer ready to buy or are they just starting to do research? Do you know?
The Three Stages Of The Buyer’s Journey Are:
- Awareness – Your potential customer identifies he has a need and begins to search for a solution.
- Consideration – Your potential customer is researching solutions to solve his problem.
- Decision – Your potential customer is ready to buy a solution that he or she believes will solve their problem.
Are they buying from you? Better yet have you given them a reason to buy from you?
No Two Buyers Are On The Same Journey
Think about how you buy? What information do you need to make an informed buying decision? Customers want relevant and timely information, based on their particular need.
A customer in the awareness stage is looking for information that will educate them while a customer in the decision stage is looking for information that will help support their decision.
If you want to catch a buyer in the awareness stage of the buyer’s journey, you need to produce the following types of content.
- White papers
- Blog posts
If you want to catch a buyer in the consideration stage of the buyer’s journey, you need to produce the following types of content.
If you want to catch a buyer in the decision stage of the buyer’s journey, you need to produce the following types of content.
- Product comparisons
- Case studies
- Free trials
- Product literature
Outbound Marketing vs. Inbound Marketing
- 44% of direct mail is never opened
- 86% of people skip through television commercials
- Traditional marketing provides very little value
- Very difficult to track success or conversion rate. (The rate at which a lead converts to revenue)
- Inbound leads cost about 62% less than outbound leads
- Inbound marketing not only provides value but also helps educate a potential customer
- 61% of consumers research a product or service online which means just by creating useful content you are helping customers find you.
- The success or failure of an inbound marketing campaign is easily tracked with reporting and analytical data.
If you want to understand marketing you need to understand the sales process and meet people where they are on the buyer’s journey. If you don’t understand the sales process, then you don’t understand marketing.
Remember Growth Driven Marketing is about having a two-way conversation, it’s time to stop being one way!
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