The Buyer Journey is the path that a user follows from the moment they detect that they have a problem or need, investigate possible solutions and alternatives, and finally decide to purchase a product or service that solves their situation. The purchase cycle is made up of three different stages that we will analyze in detail later, and it is essential to know which of them the potential buyer is in in order to select the type of content that will be sent to them, the tone, the messages…etc. And thus, finally, to manage to convert them into our client.
Discovery phase
The potential customer perceives that he has a problem and wants to define exactly what it is and look for possible solutions. He will do this by searching on the Internet. At this stage, the person is not yet ready to buy anything because he engineer database does not yet know what the best possible solution will be for his specific need.
Our role : we should use a purely informative tone, we are not trying to sell you anything, but to help you understand your situation in order to move on to the next phase. The content that works best is initial advice, posts or articles related to the problem.
Discovery Phase in the Buyer Journey
2. Consideration phase
Our potential client is already aware that he has a problem and understands to a greater or lesser degree its magnitude. He will begin to consider different options and compare their pros and cons, in order to make a final decision. The local targeting is a set of on-site person is getting closer to making a purchase, but is not yet ready for a purely commercial contact.
Our role : at this stage we must help our buyer personas , which is the semi-fictional representation of our ideal clients, to carry out their research and position ourselves as a leading company in the field. Our tone must remain informative, but more professional than in the previous phase. The content we will send you will be of high quality: ebooks, webinars, step-by-step guides, videos.
3. Decision phase
This is the last stage of the process. Here, the person already knows alb directory what their need is and will have evaluated the different options and solutions. The potential client has already decided to buy, therefore, our tone can be more commercial.
Our role: Now is the time to convince the potential client that we are the best solution for their needs. What works best are “demo formats”, such as a free initial consultation or a sample of the product. We must communicate the advantages of our product or service, the payment facilities, etc., and in this way achieve a sale.