UNDERSTANDING THE BUYER’S JOURNEY (PART ONE)
Are you interested in helping your target customers find you? Did you realize that you attract only one-time customers after the hard work? If your answers are yes then this post is for you.
By understanding the buyer’s journey, you can better understand the problems and pains in your potential customers’ decision-making path, sympathize with them, and position your product or service along that journey.
What is the buyer’s journey?
Buyer’s journey is the process buyers go through in their purchasing decision. It is how they become aware of, evaluate, and purchase a new product or service.
There are 3 main processes in the buyer’s journey;
Let’s get started
- Awareness: At the awareness stage, your potential customer is in need and might not recognize that exact need. He/she is looking for an explanation for his/her problem instead of the solution. For example, your prospect is looking for “Why does my teeth ache ?”
Sometimes, your communication either through adverts, social media posts, blog posts, or word of mouth from existing customers creates the need for your product or service and they begin the search for knowledge.
How to help at this point? Provide information that educates them, use infographics, use short videos. Don’t be salesy.
- Consideration: Here, the potential customer builds on the research done in the awareness stage to clearly define his/her problem or need and move to consider how best to meet the need or solve the problem. Now the problem is narrowed down.
An example of what your prospect is looking for at this stage is “how to treat gum inflammation”
How to help at this point? Provide ways by which they can choose the best solution for their problem. See what your competitors are doing and how you can improve so that your potential audience can be well served. Here you can use videos, how-to articles, blog posts, etc.
At this stage, your potential customer has weighed his/her options, committed to a specific solution, and is ready to decide on the provider he/she wants to patronize. Here he/she begins to check reviews, websites, reading testimonials, watching videos, etc.
How to help at this point? Here you have a unique proposition, you can also use a case study of how your product or service helped solve the problem your prospect is looking to solve. The use of customer reviews, and expert review videos are useful in this stage.
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