Just as companies have methodologies to generate links with their customers, in turn, they also go through systematic research processes before purchasing something. This journey is called the buyer‘s journey. It is called a “journey” because it consists of a series of moments and stages that people experience before purchasing a product or service.
It is a walk through different emotions and perspectives that change as companies become involved with their buyers. Thus, The buyer’s journey, as an element of study, is of great importance to understand how people behave when they want to buy something – What means intervene in that decision? – and what their motivations are for doing so.
Asking these questions allows companies to know which audience is trying to connect with their digital content. This is thanks to the fact that there is a wide variety of communities that have different tastes and interests that choose to use social networks and blogs to find content that relates to them.
For each stage of the buyer’s journey, Companies must build content to connect with buyers at specific moments in the buyer’s journey, guiding them toward a successful purchase.
This is where companies find the perfect opportunities to engage with their potential buyers and build great sales opportunities. In this sense, we invite you to know what the stages of the buyer’s journey are and what techniques you should carry out to intervene at the right moments.
Recognition stage (Awareness stage)
The recognition stage is the one where people have problems or concerns that they do not know how to solve. In fact, they still need to clarify much better what the symptoms of their problems are and detect the causes that generated them.
As they learn about their symptoms, investigate and document them, they recognize with greater emphasis the existence of their problem since they can understand the context in which it develops and thus finally give it a name.
The recognition stage represents the starting point of the buyer’s journey because it is the moment where there is the intention to learn something and, in contrast, companies must have the appropriate platforms to provide that content in an educational way. It is an important opportunity to create valuable content and direct it to that particular audience. Who can become your potential clients if you guide them in the buyer’s journey from this stage.
To illustrate in greater detail what the recognition stage is about, let’s think about a person who has bodily discomfort and does not know what is causing it. To delve deeper into her problem, she does an investigation. Ask questions like: What causes headaches? How do I know when I have a fever? What are the symptoms of the flu?, among others.
All this with the aim of finding content that educates and guides her in this regard. People like to find complete, easy-to-read information that provides them with immediate answers and solutions. That is why creating valuable content for people is extremely important at each stage of the buyer’s journey.
Consideration stage
The consideration stage is the one in which the buyer, already aware that he has a problem, begins to look for more concrete solutions. It is the moment where people have a wide range of possible solutions to their problem at their disposal.
As consumers progress in their research, they begin to detect content that truly relates to their needs, which motivates them to focus their searches on more detailed information. If we continue with the example of the person with body discomfort, after exhaustively searching for the reason for his concern, he will find that some medicines help relieve the headache. But what medicines? Where can you get them? Which is the best to buy?
In this sense, At this stage, people investigate, check prices, look for recommendations and evaluate which products or services are best for them to solve their problems. Remember that the buyer’s journey must end with a successful purchase.
Decision Stage
Finally, after creating a long list of alternatives, buyers need to decide which option is best for them and which solution truly meets their needs.This stage is decisive to know how effective your content is on social networks or blogs, to convert sales opportunities into new customers.
Here’s where you should create brand-building content. Make people know your vision, mission and values when they visit your social networks or websites. What do you offer? What are your value propositions? What variety do you offer to your clients? Point out the benefits of acquiring your product or service and disclose successful cases in which your business proposal has been the protagonist.
Why is the buyer’s journey essential in inbound marketing?
Inbound marketing is the art of guiding, like a GPS, a person’s purchasing process. In this sense, The buyer’s journey becomes an essential indicator for carrying out an inbound marketing strategy, because it allows companies to connect much better with the motivations of their potential customers at each of the stages of this journey.
It should be noted that a successful strategy is one in which you can transform a person who does not know you into a promoter of your products and services. That’s why it’s vital that you analyze your potential customers ‘ buyer journey as you build marketing strategies tailored to their needs, which should already be identified in the awareness stage.
Project each of your marketing decisions, taking into account where your consumers are in the Buyer’s Journey. This will guarantee you better results and will allow you to monetize your content production, in a short time.
It is important that you create content and establish keywords for each of the stages of the buyer’s journey since this will allow you to connect with your potential customers at every moment of their journey. Hubspot, a pioneer in inbound marketing, points out that “96% of people who visit a company’s website are not yet ready to buy.” Thus, The great challenge that companies have during the buyer’s journey is to positively guide consumers to their brand and generate enough trust and empathy to motivate a spontaneous purchase.
In summary, the buyer’s journey complements very well with the inbound methodology, because it provides the company with vital data about the behavior of Internet users who want to successfully satisfy their needs. Remember that the buyer’s journey is just a tool that is used in inbound marketing to understand in depth the mentality of the people who can relate to your value proposition, with the aim of addressing their interests, detecting their problems and provide them with solutions, through valuable and educational content.
