What Is Your Role During The Consideration Stage Of The Buyer’s Journey?
A thorough understanding of the buyer’s journey is an essential part of inbound marketing. You should, however, know the right content to create for your customers since the aim of inbound marketing is to draw potential customers to your digital channels.
A Buyer’s journey is the path taken by a potential customer on
his/her way to purchase a product.
The paths taken by your potential customer are somewhat similar to building a relationship. It certainly would look awkward if a guy brings a wedding ring to a first date right? He probably has to build some sort of friendship, spend some quality time with her better before proposing.
“It’s similar to building a relationship with your target market so you can know when they are ready to buy your stuff. You make them aware , trust and then see you as an authority”
To create quality content for your customers, you need to know who they are, what problem they have, what you can do, and how you can help. And that is where the concept of The Buyer’s Journey comes. Before a customer decides to purchase a product, he/ she would have gone through some thought processes . Remember your customer is not just buying for the sake of buying , rather to solve a problem.
At each of these stages, what your potential customer is searching the web for is different. But by understanding this path, you can position your product to them appropriately.
THE AWARENESS STAGE
Take, for instance, Stephanie loves to sew clothes but she does not seem to get it right. She’s not even sure of what name to describe the problem, but she sure knows she has some challenges.
“My clothes do not fit after sewing, I don’t even know what I am doing wrong “
At this stage, Stephanie knows she has a problem with her sewing but not sure of what it is, so at this stage, she is most likely doing research on sewing mistakes beginners make, why am I making mistakes in my sewing projects? e.t.c
This stage is the awareness stage, she is simply looking for informational resources to understand the challenge and possibly give a name to it. This is not the point to sell your fashion school to her or the sewing tools you sell. Rather, you make her understand what the problem is using different resources.
These resources might be in form of
- Blog posts
- Cheat sheets
- How to videos
THE CONSIDERATION STAGE
The customer has given a name to the problem and is looking for approaches to solve them. The knowledge from the awareness stage can help them narrow their search to specific keywords, products, and companies that can help solve their problems. This is where you leverage search engine optimization , digital ads ,a good product copy and most likely get their contact to exchange for the resources you are providing.
Stephanie for instance could search for ;
Online sewing techniques for the perfect finishing
Best Fashion School in Lagos .Here, she has identified the problem, the name, and the solution.
And you can provide them with;
- Case- Studies
- Frequently Asked Questions
THE DECISION STAGE
At this stage of the buyer’s journey, the customer research is narrowing down the list of possible products, vendors, comparing pricing, benefits, etc. Now Stephanie is aware of you, trusts you and then knows you have authority in the filed.
She is more informed and you can offer her;
- Free trials
- Free Consultations
- Or even an attractive discount.
And then she will see “Why your sewing class better and the benefits she will get”
Bottom line, you need to understand the exact stage your client is, otherwise, you will be trying to close a deal with a client that does not even know what problem she has. Never assume they know what they want, have an intimate understanding, and deliver the right value at the right time.
Enjoyed reading this article? Join Our Business Webinars every Thursday, @ 8pm WAT, live on Instagram where Professionals share fantastic tips and tricks to help your business grow.