Your customer is your buyer. One who is well-informed, and aware. Buyers of today’s age are not the ones who can be lured by anything and everything. Because of the vast amount of information available on the internet, your buyers are updated. This change in buyers’ behaviour has also shifted the focus of marketing. Earlier marketing was based on the principle – ‘Any colour as long as it’s black. But now as the competition has increased, technology has developed, the businesses around the globe have shifted to the principle – ‘What colour you want.’
Let me just put it simply – earlier marketing was sales-driven, now it is customer-driven.
Since marketing is now buyer-driven, it is important for all businesses to understand the buyer’s journey. If you are unaware of what your buyer wants, you will never be able to conduct effective marketing. If marketing goes weak, there is no chance for you to generate leads, earn ROI, or get conversions.
So, keeping in mind that today’s buyers know more than you think they know, it is imperative for businesses to stay updated with the trends and offer their buyers exactly what they are looking for. To be able to offer your buyers the information or goodies they want/need, you ought to know their online behaviour. To understand that, you will have to go through the entire buyer’s journey.
In order to gain success in sales, you will have to adapt to the changing mindset which can only be done by learning about the buyer.
Who is the Buyer?
A buyer can be anyone from a potential lead, lead, visitor, or even your present customer. The one who makes a purchase is the buyer or your customer. Knowing about your buyer is the first and foremost step to lead generation. You must know everything about your customer – age, type of company, gender, location and so on. You will have to understand what they do online, what information, product or service they are looking for because later you will be the answer to what they find.
Once you learn about your buyer’s persona, you will be able to market your brand smoothly.
What is a Buyers Persona?
This is defined as a result-based profile that shows the target customer. Through the buyer’s persona, you get to know your customers, their behaviour, challenges they face, and how they make decisions.
By defining the above characteristics, you can build a Buyer Persona, a semi-fictional representation of your ideal customer.
The buyer persona is created based on the extensive market research on your existing customers. We call it semi-fictional because none of your customers will fit in one category.
For instance, if your product is a clothing brand for teenage girls. Customers of all ages will not fit in one category. So, you will have to tailor your marketing message and strategies as per your buyer persona.
What is a Buyer’s Journey?
A buyer’s journey is the path your potential customer goes through to become a lead or a customer. In simple words, buyers do not just buy things with a drop of a hat. They go through the process of buying which involves awareness, consideration, evaluation, and finally making a decision.
If businesses understand the buyer’s journey, they come across a lot of things like the pains, the problems, the buyer’s online behaviour, the factors that influence their thinking, etc. All these factors help businesses in positioning their products and services in a better place. The buyer’s journey does not end with the final purchase made by the customers. But it continues through nurturing and caring even about the purchase is done.
Stages of Buyers Journey
Now, let us learn about the stages through which a buyer goes:
The buyer’s journey involves three main stages through which you get to learn about how buyers advance along the buying process.
Let us see each stage in detail.
Awareness Stage: In this stage, the buyer becomes aware of your brand, products, or services. They also become aware of the problems they have.
Consideration Stage: In this stage, the buyer defines their issues and looks for solutions.
Decision Stage: This is the last stage in which the buyer evaluates all the solutions and decides on the right one to administer.
These are the three basic steps. Now let us look at these in more detail from the perspective of a buyer.
During the first stage, which is the awareness stage, the buyer is experiencing a problem. Here the buyer thinks of coming out of the issue and the goal is only to alleviate it. At this stage, they may be looking for resources to gain clarity, understanding, and define the issue.
In the next stage, which is the consideration stage, the buyer will have clearly defined the problem. Now they are committed to understanding and researching different approaches to solving the issues.
In the third stage, which is the decision stage, the buyer will have decided on the solution, approach, or method to get rid of the problem. The buyer’s goal is to decide the right vendor to finally make a purchase.
To be able to convert visitors into leads and customers, it is important to understand buyers else it will get difficult to map their buying journey. To reach a concrete solution, you can also conduct interviews, research, and find out what works for your business.
Actions You Must Take as a Digital Marketer
As a digital marketer, you will have to decide the action to be taken during each stage of the buyer’s journey.
Let us see what are the things a digital marketer should do on the behalf of businesses who aim to get insane traffic, endless leads, and generate high ROI.
Although we have discussed the stages above, let us take a quick recap and define these again. In this stage, buyers are identifying the challenges they want to look for solutions for. At this stage, you as a digital marketer can take the following actions:
- Provide information in detail
- Educate them along the path
- Provide them with the resources to help solve their problems
At this stage, buyers have clearly defined the goal and now are committed to addressing them. Now, they are evaluating varied approaches and methods to solve their issues.
At this stage, you as a digital marketer can take the following actions:
- Understand your product or service and know how it will solve the buyer’s issues
- Consider how direct and indirect competitors show up in the marketplace
- Provide buyers with resources to help them find a solution
In this stage, the buyers have already decided which solution is best for them. At this point, they evaluate the solution providers. For instance, the buyers may have made a list of writing pros and cons of different offerings they get. After measuring them, the buyers decide on the solution that meets their needs the best.
At this stage, you as a digital marketer can take the following actions:
- Learn about the objections your buyers might have later on
- Ensure that you have a unique selling proposition
Once you understand the process, you as a business will be able to create and refine the sales process. Moreover, you will be able to create and refine the sales process.
To get such services – earn leads, generate ROI, and take your business to new heights, contact The Big Unit, the best digital marketing agency in Australia.