What is the Buyer Journey?

Written by

Carlos Miñana

INBOUND MARKETING · 28 / 11 / 2019

The Buyer Journey is a process by which we define our buyer person and build a Journey (roadmap) to offer the most relevant content in each of the stages, whether by paid media campaign or others. 

As you know, the Buyer person is the ideal client that we must define to achieve our objectives, likewise it is mandatory to take care of it to improve our conversions. 

The construction of the Buyer Persona, as the initial phase, together with the Buyer Journey as the second phase, will be two key pieces when configuring our Inbound Marketing strategy

We are going to explain these points below, to make it clear what we are talking about. 

Let’s get started!

What is the Buyer Journey?

It is the process by which a complete stranger ends up becoming a consumer of our products or services. From the moment they know us until they choose to buy our product and not that of the competition, users go through different decisive stages. 

Therefore, you should be clear about this process and address them taking into account the moment they are in. This will make you more likely to end up choosing you in front of your rivals. 

For this reason, you need to have some marketing actions and a certain content prepared for each stage. Accompanying the users throughout the trip offering just what they need will make them more aware of you, you will gain their confidence and this will facilitate the final conversion.

In short, it is to offer the appropriate content at all times of the phases in which our buyer person is. 

But, as you can imagine, this is not easy. 

What is the purpose of defining the Buyer Journey?

Again, as was the case with the buyer person, if we are clear about the process that our customers follow until the purchase, we will have a better idea of ​​how the customer thinks and we can impact him or her in a more effective way.  

What will we get with this? Improve the value proposition we offer to the client and increase our competitive advantage. At the same time, we will minimize our investment in time and money in the cost of customers.

What are the phases of the Buyer Journey and how should you act?

Etapas del Buyer Journey

Instead of talking about top, middle or bottom in the conversion funnel, the buyer journey is divided into three stages: Awareness, Consideration and Decision. 

Now, we have to keep in mind that this process does not mean that all users discover us from the beginning, some will find us in the consideration or decision stage.

  • Awareness (I have a necessity):

It is the initial stage of the process, which may be given by a forced or real need

On the one hand, the client may discover that he has a problem or a need to solve. However, there may also be an impact (announcement, email, content, etc.) that begins the purchase cycle. 

The user will begin to search for information through searches in Internet search engines, mainly on Google. Therefore, it is important to have a good SEO, PPC campaigns and educational content in our blog.

  • Consideration (What options do I have):

The client already has more information about his problem or need and begins to carry out more specific searches on possible solutions or offers. 

However, you still don’t have the decision made and any external impact can condition your next steps. Therefore, we must position ourselves the best option and start offering you higher quality content for free (ebook, video, podcasts, etc). 

It is interesting that this content is downloadable to leave us your data. That’s why, it is important that we also use conversion-oriented landing pages and effective calls to action (CTA).

  • Decision (I choose the one I consider the best option):

This is the most important stage of the process, the steps or actions we take will result in success or failure. 

What should we do? Give a customized solution to the potential client to generate trust and satisfaction. We can offer you a free consulting, a freemium version, demos, success stories, etc. 

In the event that we have been accompanying the client in the previous two stages, it will be much easier to convince him or her that our option is the best. 

Within this stage, we must use email marketing combined with CRM and use lead scoring and lead nurturing techniques to achieve the final conversion.

For these campaigns, we recommend powerful tools that meet all the necessary requirements to offer the best user experience.

  • Extra:

Today it could be said that there is a “Fourth Stage” of “sharing” or “exhibition.” Users will tell their experience, whether it is good or bad, through social networks. 

Therefore, it will be important to have a good social monitoring to share the good things and minimize or resolve negative comments to the brand.

It is what is called the Earned Media, which are the use of third-party media to promote our content based on the good experience you have had with our brand, this good experience does not mean that they have purchased, but they may be other variants. 

What else do we have to do to define the buyer journey?

We have to define the Customer Journey Map, map of the customer’s life cycle. It is a technique inherited from design thinking. A diagram in which visually and emotionally we will define the entire process. 

It will help us to mark the stages, interactions, channels and key points. It is not a cold and rational study, but we will have to put ourselves in the users’ shoes and think about their feelings. 

Within the map, we will define the touchpoints of each phase, that is, the key points of the relationship between the company and the client (which can be positive, negative or neutral). A CJM (Customer Journey Map) is not linear.

Conclusion on the Buyer Journey

As you have seen, the realization of a well-developed Buyer Journey (consumer trip) is essential for the realization of a good Inbound Marketing strategy to impact, with our content, in each phase our buyer person. 

I hope you have resolved the doubts you may have had and that this concept is clearer to you.

At Digital Menta, we draw Inbound Marketing strategies in which we develop the Buyer Journey so that you get the best results. Contact us if you need any help.

Did you know this concept? How do you implement the Buyer Journey in your company? We read you in the comments!

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