The Buyer’s Journey
August 13, 2020
Humans rarely behave in easy-to-understand, straightforward ways. We are passionate, complicated beings with flaws and contradictions. We are oddly expressive, emotionally-driven and undeniably unique in how we perceive the world around us.
From a business perspective, attempting to understand human behavior may seem impossible,but marketers have a responsibility to do just that. To dive deep into audience behavior in an empathetic way we can examine the buyer’s journey.
What is the Buyer’s Journey
The buyer’s journey is a marketing framework that maps out how a potential customer discovers your brand and makes the decision to purchase from you. In this framework, a buyer goes through three phases before clicking “buy now.”
Understanding the buyer’s journey for your brand (and even individual products) is crucial to building an empathetic marketing strategy. The content on your website, blogs, newsletters and social media should reflect the buyer’s journey—which will ultimately help more people discover and trust your brand.
A Real-Life Example
Let’s run through a real-life example to see how the buyer’s journey looks in action.
Margaret loves her new dog Benny—a rescue she adopted about a month ago. Benny is a gentle, fun-loving dog, but he doesn’t like his paws touched, which makes bath time a challenge.
One day while bathing Benny, Margaret thought, “I need something to distract Benny during bath time so that I can get his paws clean without stressing him out.” (Awareness) Becoming aware of a problem is the first step in the buyer’s journey. Recognizing the problem and resolving to find a solution, Margaret moves to the next phase.
She joins the 72% of buyers who look to Google for help. She searches “how to distract a dog while bathing,” and finds several plausible solutions. (Consideration) Margaret is now in the consideration stage. She has several ideas on how she can solve her problem.
After spending some time narrowing down the choices, Margaret enters the final step of the journey—the decision stage. (Decision) She makes her choice and purchases the product she likes the best. Margaret uses this product every time she bathes Benny. She is so happy with this solution that she writes a product review encouraging other customers to give it a try, too.
Remember, all marketing is identification of pain (awareness) and relief of said pain. So, another way to create awareness is to use the right marketing and SEO strategy to get your product in front of your audience before they even realize that they need it. This blends awareness of your brand as well as that of your audience’s pain while simultaneously offering a solution to it.
Walking with the Customer
For some buyers, the path from problem to purchase is quick and simple. Others take their time and choose with deliberate intent. This is why intimately knowing the various buyer’s journeys your customers traverse is crucial.
So, how do you learn what journey your buyers are taking? Discuss the value of analytics and tracking links to see what referral links are working to push buyers to your site. Use Google tracking links in campaigns for more information. Know how long a buyer was on each page, read a blog, etc. before they make their purchase.
Using what you know about your customers and the journey they take in discovering your brand, you can create inclusive, diversified content that engages your target market on an emotional level—driving deeper connections. It’s important to have SEO optimized content on your website and blog. This not only offers customers a place to land and to access resources along their journey—but Google loves a big website that has content added regularly. This is one way to organically boost your search results, draw more leads to your site and convert more leads to sales.
If you need help identifying or clarifying your brand’s unique buyer’s journey, our marketing coaches are here to help! At Branding Bear, we believe marketing tools can be a force for good in this crazy world. We will brand bridge the gap between offering awesome products, services and experiences and ensuring your tribe can find them.
Contact us today—together we can make a difference!
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