4 Ways to Improve the Buyer Journey

Cory Michael Sanchez Examples, Latest News, Mojo Marketing Edge, Tips and Tricks Leave a Comment

There are a lot of sales and marketing tips and strategies bouncing around the internet, so it can be confusing to decide which ones are appropriate for your business needs.

A tip: Consider the needs of your potential customer first, then determine the best way to address them in your sales process.

One simple, but powerful way to understand your potential customer is to consider where they are in the ‘buyer journey’.

Read our breakdown of the ‘buyer journey’ concept below and you’ll immediately see opportunities to improve your sales and marketing process that can generate big results!

What Is the Buyer’s Journey?

The buyer’s journey refers to the process all buyers experience when they decide they’re in need of a product and seek it out for purchase. There are four stages:

  • Awareness Stage: A prospective buyer is aware of their need.
  • Consideration Stage: A prospective buyer evaluates all the solutions available to address that need.
  • Decision Stage: A prospective buyer narrows down options to only one solution.
  • Loyalty Stage: A previous buyer returns to a brand that satisfied their need in the past.

Each stage has its own unique challenges and each should be approached strategically to maximize results.

Goals During the Awareness Stage

Buyers may be unaware of your company when they begin their search, so your primary marketing goals during this stage involve showing them how your product can satisfy their need. Generally, the content should focus on pain points and solutions your business offers.

Content for this stage of the journey should include:

  • Blog posts.
  • Social posts.
  • Case studies.
  • White papers.
  • Educational materials.

Goals During the Consideration Stage

Once buyers have identified their need and are evaluating the options available, you have an opportunity to position your business ahead of competitors. At this point, the buyer isn’t necessarily ready to commit to a particular option, since they’re still weighing pros and cons.

Content for this stage should include:

  • Comparison articles.
  • Expert guides.
  • Case studies.
  • Videos.
  • Podcasts.

Goals During the Decision Stage

This is the stage in which buyers will decide on the product they’re choosing to purchase. They may be looking to support this decision with content, which is where you can present them with brand-specific materials.

Content at this stage should include:

  • Vendor and product comparisons.
  • Product demonstrations.
  • Testimonials.
  • Reviews.

Goals During the Loyalty Stage

After the buyer makes the purchase, the journey has ended, but your marketing efforts haven’t. Most buyers will be interested in learning how to get the most value and best practices out of the product.

This is also an opportunity to build relationships with your customers and keep them coming back to your business, as well as advocating for your brand. This is a powerful marketing resource, which is why your content should build customer trust and develop a sense of community.

Content at this stage should include:

  • Product updates.
  • User guides.
  • Newsletters.
  • Promotions.
  • Company news.
  • Surveys.

Optimize the Buyer’s Journey

Creating an engaging buyer’s journey is key to maximizing sales and revenue. While every business may have their own unique version of the buyer’s journey, the marketing is still focused on hitting the right customer at the right stage. If you’re looking for help with your marketing strategy, Mojo Global is here for you. Our Done for You Leads Program will get you in front of the right customers at the right time. Contact us today to see what we have to offer!

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