In 2022, Internet users want to be sure of making the best possible purchase. For this, they will take the time to study all the options available to them before committing. This means that you will be faced with increased competition. However, this also offers you more possibilities to reach potential customers (Your Buyer Persona Ideal) at each stage of their decision -making process. Understand the buyer's journey (Buyer Journey) will give you An overview of the psychology of your prospectshow to meet their needs and, therefore, how to convert them into customers. In this article, we will go into the details of Buyer Journey and give you some tips.
What is Buyer Journey?
HubSpot has a clear and precise definition of Buyer Journey:
“The buyer's route (Buyer Journey) is the active research process by which a buyer comes before making a purchase. »»
In a word, that's all that someone does before deciding whether or not to buy at home. You start to understand why it is so important?
Why is Buyer Journey important?
Now that you have a definition of Buyer Journey, let's see precisely how it is essential:
The Buyer Journey gives value to customers
One of the main problems of traditional marketing is that it was not designed to help people. Outgoing marketing uses tactics that attract attention and tell people what they need. It does not bring added value by educating people, as doing incoming marketing.
The buyer's journey is an essential aspect of this form of marketing, because it allows companies to help their customers by providing them informative content which allows them to understand their problem And the possibilities of solving it.
It will help you sell your products/services
If you can create Content that helps your audience at each stage of the buyer's routeyou will have a good chance of encouraging him to take an interest in your website. You will then have the possibility “To maintain” this lead with a content quality and a customer service first -rate, until it becomes, if all goes well, A customer.
Your ideal customer wants The right content at the right timethat is to say when he needs it, and he wants it in the format he prefers. By creating a Contents aligned with the buyer's routeyou should always be able to provide him Useful and relevant contentwho will be really useful and will help him progress in his purchasing journey.
Some statistics to illustrate this
Another way to illustrate the importance of Buyer Journey is to highlight a few figures:
- 71 % of the B2B buyers start with Generic researchrather than looking for a particular brand.
- 65 % Buyers pass Over 16 minutes to compare offers before making a purchase decision.
- 61 % people interviewed as part of a request from Applicants have chosen suppliers offering Content adapted to each step of the sales process.
- 86 % Marketing officials believe that it is essential to create a coherent purchasing course.
- THE prospect nourished with targeted contents offer opportunities of sale increased by more than 20 %.
You have to create Quality content corresponding to each stage of the buyer's route. Your content must appear in the results of search engines for Relevant keywords that your audience is looking for. This is where the research and mapping of keywords come into play. List keywords at each stage Buyer Journey can help you create content that users and search engines will appreciate.
Keyword search, Keyword mappingContent design and creation, content promotion. The implementation of all this requires hard work and an intelligent strategyand this is often where the external consultants of a marketing agency can help you. You also have the possibility of putting all of this in place using your internal resources.
What are the three stages of the customer's decision -making process (buyer's route)?
THE decision -making of the customer consists of:
- The awareness phase
- A reflection phase
- And the decision phase
At each stage, the customer will want to obtain answers to a series of different questions, as they get closer to the final decision, the purchase. It is important to create content offers adapted to each stage of the buyer's route. Otherwise, this is likely to encourage the buyer to turn away from you if he feels put under pressure by inappropriate content or unrelevant information. However, if you match your content to their expectations, you can win their confidence and so Increase the life value of each customer.
The awareness phase
At the stadium of the awareness, A buyer will have a painful point on which he is doing research. However, he will not necessarily seek potential solutions at the moment. It may be only aware of having a problem, but that it does not know what types of questions to ask on this subject, and even less what is its extent. At this stage, They are looking for general information On the problem rather than solutions.
The reflection phase
During the reflection phase, the buyer is based on his previous research And begins to examine potential solutions to his problem. At this point, the buyer knows that he has a problem and he is ready to learn about the products or services offered by different companies to resolve it. However, it is not quite ready to be convinced by a particular product or service and seeks to know the advantages and disadvantages of each.
The decision phase
When the buyer reaches the decision phase, he explored All options available To solve your problem and wish to buy a particular product or service. He will start to research the product or service, and on the company, By consulting opinions, Reading testimonialsin watching videos, etc. Today, Buyers want to be informed before committingwhich gives you the opportunity to show You deserve their confidence.
