On this episode of "Inbound & Down," Morey Publishing Creative Director Jon Sasala and Senior Inbound Strategist Danielle Esposito walk us through The Buyer’s Journey, the process every consumer advances through toward purchasing products or services.
Join us as they break down each stage and explain how we apply The Buyer’s Journey to create content for our clients!
Let’s think about the way we buy, for a second. If you have a problem you need to solve, what do you do? Chances are, you head over to Google (or your other favorite search engine) to figure out exactly the remedy is.
Well, you’re not alone. 81% of shoppers conduct online research before making big purchases, which means they go to the internet for helpful content to solve their issues. Once they identify their problem, they search for solutions, compare various options, and make a decision.
There’s a name for this process: It’s called "The Buyer’s Journey."
“This is a really important aspect of the HubSpot process or the inbound methodology," explains Sasala. "What this does is makes you produce content considering who your buyers are and what’s important to them at different stages. You don’t just assume that everyone is ready to request a consultation. If that’s the only thing you have on your website, then you’re missing the 90 percent of work that it should’ve taken them to get there.”
The Buyer’s Journey is a three-step process consumers experience to become aware of, evaluate, and purchase a new product or service. These three stages are: the Awareness Stage, the Consideration Stage, and the Decision Stage.
The Awareness Stage is when the buyer realizes they have a problem, but they don’t necessarily know the solution. During the Consideration Stage, a consumer defines their problem and researches various options to solve it. In the final stage, the Decision Stage, the buyer chooses a solution.
Since buyers in each stage have different needs, it's important that we, as marketers, create content specific to each step through this extraordinary journey.
Think about it: You don't want to only create content relating to the price of your product, or how to use it, because most people aren't ready to buy just yet! It's our job, therefore, to create engaging, valuable, and helpful content to guide people through The Buyer's Journey to ultimately make an educated purchase.
Key Takeaways From This Episode:
Every consumer goes through The Buyer’s Journey, regardless of what they’re buying.
You must create the right content for people in each stage, because if you’re only trying to sell people at the end, you’re missing out on a large group of potential customers.
Your job isn’t done after a customer buys your product or service; continue to nurture them with helpful content!