The Buyers Journey is a metaphorical path that your customers take when considering a purchase of your product or service.
Here’s how to reach them at every stage!
People are just starting to become aware of a problem or issue that needs to be solved. Through searching for a solution, they may become aware of your brand.
Goal: You should simply aim to educate people here. Respond to their pain points and provide actionable solutions they can implement right away.
Example Content Types: Blog posts, infographics, podcasts, ebooks, cheatsheets, whitepapers.
People are aware they have a problem, and are now actively searching for a solution. They’re trying to work out if your product/service can help.
Goal: Turn these people into leads by building trust and establishing relationships. Don’t directly sell.
Example Content Types: Case studies, demo videos, quizzes, product webinars, whitepapers.
People are ready to make a purchase, but necessarily from your brand. You need to show why your brand is better than all the competitors.
Goal: The goal here is simple: Convert leads to paying customers.
Example Content Types: Free trials, live demos, consultations, coupons, testimonials, comparison sheets.
People have made a purchase from your brand, but aren’t repeat customers. You need to show customers why they should keep buying from your brand.
Goal: You should remind customers why they purchased from you, and encourage them to do so again.
Example Content Types: Ongoing support, online chat, coupons, loyalty rewards, email follow-ups.
Check out the full infographic below: