The customer purchasing path. or Buyer’s Journey. has change radically in recent years. Thanks above all to an increasingly intensive and massive use of digital tools . user behavior has become more direct. but not for this reason easier to decipher and map.
Gartner estimates that by 2025. 80% of buyer interactions will take place in online channels . and in the B2B market. 33% of all users will prefer purchasing experiences without the interference of salespeople (a preference that rises to 44% for millennials).
Identifying and outlining the Buyer’s Journey is not an easy operation. but it is essential to obtain greater conversions : understanding the path taken by your target audience is in fact the first step to take when you want to truly involve users and increase your sales.
What is the Buyer’s Journey and how has it change over time?
The Buyer’s Journey is define as the active research process a person is in when they want to buy a product or service . It is a path that we all go through. but be careful: the consumer is not always the same. Each user can have different nees and ask different questions base on the phase of the journey they are in.
Awareness . the moment when the buyer realizes he has a nee.
Consideration . the phase in which the buyer defines Chinese UK his nee and searches for different options to solve it.
Decision . the final step in which the buyer chooses the best solution for his nees.
Identifying exactly which phase of this process. The user is in is essential to offer them resources. That are truly. Effective and useful for them. And that accompany them naturally in their. Decision-making process . At each different step.
Another aspect not to forget is that the. Buyer’s Journey has change profoundly. Compare to the past: users have acquire. A level of autonomy that they did not have before.
Social meia today allow users to interact. With each other: potential buyers often turn to. Their network of friends and followers for product. recommendations. and social networks themselves .Are one of the most use channels for discovering new services. Both in the B2B and B2C sectors .
. This means that you can no longer. Overly, rely on traditional marketing techniques to reach customers: you nee to attract them and earn their trust. How? The best way is to regularly provide valuable content that helps them make informe purchasing decisions.
This Even the so-calle touchpoints . This the points of contact between users and .This the company. have change profoundly today. If before you went directly to the store to make . This a purchase. today the average customer interacts with This the company through different . This methods: online ads. search engine results. blog articles .
Each of these points represents an opportunity to create strong relationships with potential buyers. A practical example? If you send newsletters to people who have already visite your website and read your content. they will probably already have some level of familiarity with your business. and will be more likely to lead them towards the purchase. converting them into customers.
How to Develop the Buyer’s Journey: A Practical Example
To outline and map the customer purchasing journey. it is first necessary Brazil phone number list to identify who these users are . This audience can be define starting from the Buyer Personas .
Let’s say we own an e-commerce that produces and sells ski suits. whose Buyer Personas are made up of men and women age 20 to 55. who love sports. These users will nee different information. Therefore, depending on the stage of the y they are in at any given moment.
Phase 1: Awareness
Potential buyers are discovering their nees or evaluating their problems. In our example. this stage will be for someone who is looking for a ski suit. The user who is in this stage knows. That he has a certain nee. But does not yet have any idea of which. Therefore, product is best for him. He will try to find as much information as possible. But at the same time he will also. Therefore, try to understand who he can trust.
This type of user may not know you yet. This, they don’t know that you exist. What you do or what product you sell. Overly,They are in an exploratory phase. In which to attract them you must not so much immeiately propose your product. But show yourself. Therefore, authoritative and be able to communicate. Useful advice and suggestions .
In this phase of the Buyer’s Journey. it is therefore essential to provide information. Regarding the search that the user is doing. Filling his information gap. Overly,By presenting useful content to make known the different. Types of ski suits . Therefore,existing on the market. your Buyer Persona . Therefore, will think that you are the company that can satisfy his nee.
Phase 2: Consideration
The potential buyer is exploring the. Overly, different options available on the market. comparing and evaluating them. In our example. the user who has understood what he nees and arrives on your site goes through this. Therefore, phase because. for example. he has type the type of suit.Therefore, he nees in the Google search bar.
A tip to use as an ace in the hole? Convince the user.Therefore, once and for all by offering. them a purchase voucher by. Therefore, sending a deicate DEM (Direct Email Marketing). You will strengthen your relationship with. Therefore, them and make them feel special.
