How to focus on the buyer's journey.
People (your customers) buy because they want to improve something about their lives or their business. They identify a problem and search a solution.
If this investment becomes a priority, here begins the decision process that drives some buyers to address the pain and you need to know how they think about that.
Inbound marketing methodology is an effective strategy to ATTRACT new leads, ENGAGE and CONVERT them into customers.
This involves delivering tailored quality content to prospective customers WHEN and HOW they want to be reached.
Identifying your buying cycle plays a critical role in every stage of the inbound marketing process.
But the types of content you should provide to your prospects to achieve each of those goals are often very different from each over, wich means you need to ensure that you're creating content for every stage of the buying cycle.
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.
While developing an 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.
The Buyer's Journey can be broken into 3 key stages:
1 - AWARENESS STAGE: the buyer is not aware about your brand
he is searching for a solution.
2 - CONSIDERATION STAGE: the buyer knows who you are and
he wants to know the value of your offer.
3 - DECISION STAGE: the buyer wants to know the reasons why he should do business with you over your competitors.
In this (free download) white paper "Focus on your Buyer's Jouney" you find a scheme useful to interact with your buyer providing him with the expected informations during each stage of his decision making process: as the buyer moves from being a complete stranger to become a customer of your brand or service due to your effective inbound marketing campaign.
Our tip is: put your "Buyer Persona" into this scheme of the Buyer's Journey!
Research your Buyer Persona's decision during each stage, focusing his behaviors to learn the thought process in the decision to proceed to the next step and the resources each consults to find answers to his questions.