Though impulse buying is a thing, most people tend to research and compare their options before making a purchase. This is especially easy with the use of smartphones and the internet; with just a few clicks, people can read check prices and read reviews. Thus, the typical buyer’s journey begins with getting their interest piqued and ends with recommending what they bought to other people. As a marketer, your goal is to take them from that first step to the last one by following that journey.
Your goal is to make the buyer aware of a problem they didn’t know they have and of your brand they didn’t know exists. The buyer will realize they have a need that needs to be addressed. Focus more on their pain points and the corresponding solutions.
Your goal is to get in the buyer’s short list. The buyer will be looking up more information about their choices. Present content they’ll find relevant, like white papers and industry reports.
Your goal is to be chosen with finality. The buyer will expect customer service, after-sales support, and other stuff depending on what they purchased. See it through until the end to ensure your buyer is satisfied.
For a more detailed look into the buyer’s journey, check out this infographic from the great folks at Salesforce that breaks down the process.