So your a business owner or your a marketing agency, the first step in the process is understanding your customer. As a business owner, the more you can find out about your customers the better. Understanding your customers can help you to generate leads for your business by knowing what they care about and how they find information about products they need. Every Inbound Marketing Agency follows the process of creating their buyer personas, which are profiles of their ideal customer. This profile focuses on the goals, motivations, and lifestyle of these people so that businesses can understand why they do what they do. This is all part of a strong inbound marketing campaign. If you are unfamiliar with inbound marketing, you will need to start doing your homework. Here is class 101 on Inbound Marketing and we will help you understand the buyer's journey.
Along with the first step your buyer persona profiles, understanding the buyer’s journey is equally important. What is the buyer's journey you ask? Hubspot defines it as “The active research process a buyer goes through leading up to a purchase.” With the buyer’s journey in mind, businesses can create content for their inbound marketing campaign specifically for people in each stage. You won’t close many sales by trying to push people through the buyer’s journey, or by trying to close the deal before a prospect is ready. Leads need to be nurtured. The last thing you want to do is scare people away from trying to sell them too soon. Every inbound marketing agency follows the buyer’s journey funnel in their campaign and creates content that is relevant for people at each stage of the journey.
Here are the 3 stages of the Buyer's Journey funnel:
1. Awareness Stage
The awareness stage is when a prospect is experiencing a problem or a need, but they don’t know exactly what it is yet. Most people resort to Google to answer their questions. To create content for the awareness stage, businesses should focus on answering the questions that people have about their problem or need. Great online content focused on educating people will go a lot further than an ‘in-your-face’ ad telling people to buy now. Those days have past. It’s important to not sell them on your product at this point because people are just looking to define their need.
2. Consideration Stage
Once a prospect has defined what their problem or need is, they will then move into the consideration stage. In this stage, buyers will
begin to do research and comparisons of the different
products or companies that can solve their problem. Through their research, buyers will narrow down their options and do even more research once they have a few potential options. To create good content for buyers in the consideration stage, keep the focus on educating buyers about the ways they can solve their problem. Keep the focus on them, and what their pain points are. This is a great opportunity to build trust by showing people that you understand their problem.
3. Decision Stage
The decision stage in the buyer's journey is when buyers have decided what their best solution is and the method of solving their problem. In this stage there is no need to hold back in the content you create. Buyers are looking for the details so you can get brand specific and talk about why your brand is the best option. Customer reviews and case studies tend to be the most powerful types of content in this stage. People will trust what other people say about your business more than they will trust what you say.
The buyer’s journey is a powerful tool that businesses can use to understand their buyer personas and ensure that they are communicating the right things at the right time to potential leads. You can use your knowledge of your buyer’s journey alongside with your buyer personas to help you create a great experience for people as they interact with your brand. These tools are pieces that every inbound marketing agency holds close to their chest, it can help you put together a great inbound marketing campaign for your business.