What is the Buyer’s Journey?

The Buyer’s Journey is the series of steps that a customer takes through your marketing process. It consists of the Awareness, Consideration and Decision stage that form the ACD model.

Awareness, Consideration and Decision Stage

The three steps define how customers become aware of, evaluate and then purchase your product or service. As Buyers move through their journey, they should be provided with the required information for each stage.

The Awareness Stage

When consumers are not currently aware of the product and are interacting with your brand for the first time.

The customer’s goal of this stage is to either solve a problem that they have already realised exists or to become aware that a problem even exists.

This can mean that buyers are usually seeking answers to their questions through search engines. Thus, it is important to rank highly for the relevant search terms through effective SEO on your website and marketing channels.

If buyers are not yet aware that their problem exists, you will need to adopt a more disruptive marketing strategy. This strategy can take a few forms, but it is important to use contrast and emotion to spark response from potential buyers.

Marketing methods to consider:

  • Informative blog posts
  • E-books
  • White papers
  • PPC ads
  • Search and Display ads
  • Awareness videos

The Consideration Stage

With an awareness of their problem and your potential solution, buyers are evaluating the alternative options. The alternatives could be close substitute products or services or broader market options.

To best meet your buyer’s needs in this stage, it is important to be aware of the following pain points:

  • Risks: potential outcomes that are undesired and can cause negative consequences (ie. the loss of credibility or damage from a potential outcome)
  • Obstacles: factors that prevent customers from completing or even starting a task (ie. lacking the time or money to start)
  • Undesired outcomes, problems and characteristics: Can be functional (ie. solution doesn’t work, isn’t effective or causes negative effects), emotional (ie. how someone feels undertaking the task) or ancillary (ie. the annoyance of an action)

Alongside solving these pain points, try to understand how buyers typically educate themselves on your subject matter.

Marketing methods to consider:

  • Live interactions through podcast or video
  • Product comparison
  • Testimonials from previous buyers
  • Demos or test products or services
  • Key feature videos

The Decision Stage

When consumers have mentally decided to purchase the product or service, but want to ensure that the product specifications are correct. It’s common for most people to have the ‘This feels too good to be true’ moment.

The buyers will have chosen a specific strategy for solving their main pain point, but will be evaluating other potential effects.

In this stage, it is important to meet the buyer’s reverse requirements that could cause dissatisfaction and prevent them from purchasing. These could include:

  • Switching costs
  • Installation costs
  • Delivery time
  • Customer service

Marketing methods to consider:

  • FAQ page
  • Reverse requirement video
  • Installation guide
  • Delivery timeline

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