Do you really know your buyer? Is your marketing communication providing the buyer with the correct informations during each stage of his decision making process?

The first step is to focus on the Buyer's Journey
 

Analyzes the behaviors in the phases of the purchasing process, when a person becomes aware of a problem and discovers an opportunity, evaluates a solution and finally... buys.

The 3 phases of the Buyer's Journey
 

At each of the stages, keep in mind that:

• the person has changing needs

• has different expectations and has specific questions

• expects to receive timely information and answers that can facilitate it

1#
AWARENESS STAGE

At this stage, the person acknowledges a problem and is trying to understand it. In relation to his needs, he is looking for an opportunity for improvement.

The buyer is not aware about your brand he is searching for a solution.

CONSIDERATION STAGE

At this stage, he is looking for different solutions. In relation to his expectations, he compares them and evaluates their value.

The buyer knows who you are and he wants to know the value of your offer.

3#
DECISION STAGE

At this stage, after choosing the right solution for him from the available options, he is looking for the best offer to buy.

The buyer wants to know the reasons why he should do business with you over your competitors.

Why analyze the Buyer's Journey

To develop an effective inbound marketing campaign, you need to learn first how to refer to the buyer's perspectives in the path of the buying process and keep their information needs and problems central to your marketing and sales.

If you know how your prospect behaves at each stage:

• you will know how to interact and communicate effectively with him, assisting him in a personalized way, because you will be aligned with his expectations and the needs he manifests in the phase in which he is (context)

• In addition to this, you will know how to respond consistently with information and content that is always relevant.
   

PRO TIP: Start by putting your Buyer Personas profiles in their Buyer's Journey under your lens. Analyzes the decisions made at each stage, paying particular attention to the behaviors, thought patterns and triggers / resources that trigger the decision to advance to the next stages of the sales funnel.

While developing your inbound marketing strategy, it's crucially important to understand what problems people think they will solve by using your product and what communication context interacts with the active research process your buyer goes through leading up to a purchase: what really matters is to understand the process from the buyer's perspective.