Disregarding the consumer’s purchase journey in your marketing and sales strategy can diminish your brand results. On the other hand, knowing about the subject allows more precise communication with the public.
Consumers are more attentive and tend to take a good look at every detail about a company before making the final decision on their purchases. However, few brands are prepared for this, which makes customers look for more prepared competitors.
Do you want to understand what the buying journey is and how you can use it in favour of sales? Read on.
What is the shopping journey?
The purchase journey is the path taken by the individual until the final decision to purchase a product or service. Although there are some differences, the journey is usually divided into 4 stages:
- Learning and discovery;
- Problem recognition;
By identifying which stage the consumer is going through, it is also possible to understand how he goes through each one of them. With this, the entrepreneur is able to create the strategy to encourage the lead to advance in the process, with the aim of taking him to the decision stage.
Most of the time, the potential customer doesn’t even realize they’re going through the stages, but you’ll guide them through each of them. It is also worth mentioning that the strategy should be applied in all the brand’s communication channels with the persona, such as blogs, social networks and newsletters.
What are the steps in the buying journey?
Learning and discovery
At this stage, the individual is still getting to know your company. Most of the time, you don’t even know you need your solution. Therefore, the company’s efforts must be aimed at attracting the attention of its target audience.
For example, in recent years, many players have been focused on showing the importance of companies being on the internet, which attracts a lot of people out of curiosity, but not because they think they need it.
Somehow, your lead already recognizes that they have a problem and starts looking for ways to solve it. Then you must urge him to find the ideal solution—that of your business.
Following the same example, it is the moment when people who follow the players in the digital market start to go even deeper, such as looking for rich materials or success stories.
You know when we’re going to make a purchase, but we’re still unsure if we really need it and we’ve started to do research to analyze the options and prices? This is the consideration phase.
Therefore, you need to show your solution as ideal for the lead. We recommend using mental triggers so that the person doesn’t look for other options and quickly move to the last stage of the journey.
In the last stage, the individual is already determined to invest in something to solve the problem he has recognized. However, it is still analyzing which is the best alternative for its reality.
Therefore, your approach must be aimed at showing the benefits and differentials of your company, as it is the final moment of the “conquest” of the customer.
How to communicate at each step?
Once you understand how the buying journey works, you need to know how to communicate with your audience at every step. Thus, you will be more likely to take the lead to the purchase decision stage and convert it into a customer.
Stage 1 —Learning and Discovery
Content produced for an audience that is still in the discovery stage should be of less specific themes and easy to language. That’s because the consumer probably doesn’t know about the subject you’re talking about. So, your intention is to get his attention and educate him in solving the problem.
Some examples of content are:
- How is my routine;
- What is [solution you offer];
- 5 benefits of [the solution you offer];
- 10 lessons I learned from [topic related to your business].
Stage 2 — Problem Recognition
At the previous stage, the audience has already learned the most basic things about the topic and is about to recognize that they really do have a problem or need. So the contents need to be a little deeper.
Your intention should be to focus on the problem so that he will recognize that he has it. Some content in this step can be:
- 3 ways to improve [problem you solve];
- Why does [problem you solve] happen to you?
- How to end [problem you solve];
- 7 reasons that lead you to [problem you solve].
Stage 3 — Solution Consideration
In the early stages, you don’t name your company or your products. The lead needs to see that his concern is not to sell, but to transmit free and quality knowledge. This ranges from content on social media to your newsletter.
But as he started looking for solutions, it’s time for you to sidestep any sales objections that may arise and come up with different options—in fact, show your competitors too. See some content that might be useful:
- 4 tools to eliminate [the problem you solve];
- How to choose the best [solution you offer];
- Checklist to solve [the problem you solve].
Stage 4 — Purchase decision
This is the time to show your company as the best possible solution, but try to do it without exaggeration or false advertising. We recommend using rich materials and more direct content such as:
- Customer case study;
- Customer testimonials;
- Reasons to hire your company.
There are countless ways to communicate at every step of the buying journey and strengthen your sales strategy. Therefore, it is worth knowing the topic well and creating exclusive content for the target audience. Thus, it will guide you more accurately and quickly to the purchase decision stage.