How to Define Your Company’s Buyer’s Journey
Njoroge Jonathan
Global Brand Strategist | I Help Brands dominate their industries through Robust Brand Strategy, Marketing Systems & Creative Communication | Founder & CEO of Artlink Agency Limited | Zoho Authorized Partner | Coach |
If you don’t have an intimate understanding of your buyers, conduct a few interviews with customers, prospects, and other salespeople at your company to get a sense of the buying journey. Here are some questions you should ask to put together the buyer’s journey for your company.
Awareness Stage
During the Awareness stage, buyers identify their challenge or an opportunity they want to pursue. They also decide whether or not the goal or challenge should be a priority. In order to fully understand the Awareness stage for your buyer, ask yourself:
- How do buyers describe their goals or challenges?
- How do buyers educate themselves on these goals or challenges?
- What are the consequences of inaction by the buyer?
- Are there common misconceptions buyers have about addressing the goal or challenge?
- How do buyers decide whether the goal or challenge should be prioritized?
Interest Stage
The buyer gets interests in finding solutions. They begin to discover trends, brands, products, etc. These are the question you ask at this stage?
- Where are they likely to be searching?
- What are they searching for?
- What time are they actively looking for a solution?
This is the stage where a website for your business would really play a great role. Look at our article on detailed benefits of having a website
Are you present on social media? and If you are are you active? Read this article on “the importance of being on social media for your business growth”
Consideration Stage
During the Consideration stage, buyers have clearly defined the goal or challenge and have committed to addressing it. They evaluate the different approaches or methods available to pursue the goal or solve their challenge. Ask yourself:
- What categories of solutions do buyers investigate?
- How do buyers educate themselves on the various categories?
- How do buyers perceive the pros and cons of each category?
- How do buyers decide which category is right for them?
Decision Stage
In the Decision stage, buyers have already decided on a solution category. For example, they could write a pro/con list of specific offerings and then decide on the one that best meets their needs. Questions you should ask yourself to define the Decision stage are:
- What criteria do buyers use to evaluate the available offerings?
- When buyers investigate your company’s offering, what do they like about it compared to alternatives?
- What concerns do they have with your offering?
- Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
- Do buyers have expectations around trying the offering before they purchase it?
- Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?
Advocacy Stage
In this stage, your customers become advocates for your brand. In simple terms, they refer other people to you. Power Digital Marketing explains and says, When a person has a great experience with a product, service, and company, they will want to spread the word and tell others about it. It’s human nature. Encourage this by asking them to tell their friends and let them know how much it will be appreciated by you and your business.
The answer is by nurturing them every step of the way through the previous stages with value, attentiveness, and respect. Also, you must have a great product or service that does exactly what you promise that it will. One of the most powerful ways that you can encourage brand advocacy is by simply asking your customers to spread the word. I think you’ll be surprised.
Re- Purchase
This stage shows that you don’t stop nurturing your clients after purchase. The customer may be interested to expand the use of your product or service. Stay in touch. This is where email marketing thrives at. You will keep sending inspirational messages, offers for upgrades and new products.
Be fast to respond to concerns and questions arising from the use of your services or products. We call it to CREATE A FAMILY in our agency.
The answers to these questions will provide a robust foundation for your buyer’s journey.