Understanding The Buyer’s Journey In Digital Marketing
The buyer’s journey is the process a consumer goes through before purchasing a product or service. This process can look different depending on the industry or product you are related to but generally has 5 mains stages from awareness to retention.
When you target an audience, you have to consider wherein the buyer’s journey this audience sits. Do they already know your product? Have they tried it before? Have they ever purchased from your competitor’s brand? What do they think about your brand and product? What are the pain points that would prevent this audience from purchasing your product?
Understanding the context around your audience in digital marketing and the elements needed to move them down the funnel are critical for a successful digital marketing strategy. Their place in the buyer’s journey will influence the media you chose to communicate. Think about these questions and try to understand precise decision-making processes that influence the consumer. Each product category or service will have their own priority that customers focus on before making the purchase decision. The idea is to uncover these insights and use them in your content strategy in order to move your audience to the next stage.
You should aim to create your own buyer’s journey based on research, adding precision to the general model we are going to see in the next few slides. This is deeply rooted in the inbound methodology, i.e. how to attract a highly qualified audience by providing the necessary tools for their decision making process.
The five-stage of the Buyer’s journey…
The buyer’s journey generally is divided into 5 stages: awareness, interest, consideration, conversion and retention. There are many models out there that are also valid, some with fewer stages, but globally they all focus on the three main consumer touchpoints: being aware of your company, researching how your company fits in their life, making a purchase decision, etc. Each stage comes with its own challenges and goals that will drive a marketing strategy.
1.Awareness: Communicate a benefit, tell them about a brand, product, event or offer.
2.Interest: Increase emotional engagement.
3.Consideration: Bring your company to the forefront of the choice.
4.Conversion: Convert intent into action.
5.Retention: Make the consumer feel special and increase recommendations.
Positioning your consumers on any of these stages will also require the understanding of their needs and motivations, which is achievable through in-depth psychological and behavioural research. In the next few slides, we will see an example of a consumer going through each stage of the buyer’s journey, providing a better understanding of how each stage involves the consumers and the company.
In my subsequent article, I will talk more about each of the stages of the Buyer’s journey.
Now your take on this article…
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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