What is the Buyer Journey in Inbound Marketing?

Understanding The Buyers Journey

Surely you have ever heard of the “Buyer Journey” or in Spanish, “The purchase cycle” and you have wondered why it is so important in Inbound Marketing . Well, you are in the right place because in this post we reveal everything you need to know about this term.

The Buyer Journey is the path that a user travels from when he detects that he has a problem or need, investigates possible solutions and alternatives and finally decides to purchase a product or service that solves his situation. The purchase cycle is made up of three different stages that we will analyze in detail later, and it is essential to know which of them the potential buyer is in to select the type of content that will be sent to them, the tone, the messages, etc. And so, finally, to become our client.

What is the Buyer's Journey? - retailnewsmagazine.com

The different phases of the “Buyer Journey” are:

1. Discovery phase

The possible client perceives that he has a problem and tries to define exactly what it is and look for possible solutions. He will do it by searching the internet. At this stage, the person is not yet ready to buy anything since he does not yet know what will be the best possible solution to his specific need.

Our role : We must use a purely informative tone, we are not trying to sell you anything, but rather help you understand your situation to move on to the next phase. The content that works best are initial advice, posts or articles related to the problem.

2. Consideration phase

Our potential client is already aware that he has a problem and understands its magnitude to a greater or lesser degree. You will begin to consider different options and compare their pros and cons, in order to make a final decision. The person is getting closer to the purchase, but is not yet ready for a purely commercial contact.

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Our role : at this stage we must help our buyer personas , which is the semi-fictitious representation of our ideal clients,  to carry out their research and position ourselves as a leading company on the subject. Our tone should remain informative, but more professional than in the previous phase. The content that we will send you will be of high quality ebooks, webinars, step-by-step guides, videos .

3. Decision phase

It is the last stage of the process. Here, the person already knows what his need is and will have evaluated the different options and solutions. The potential client is already determined to buy, therefore, our tone may be more commercial.

Our role: it is now when we must convince the potential client that we are the best solution for their needs. What works best are “demo formats”, such as a free first consultation or a product sample. We must communicate the advantages of our product or service, payment facilities…etc. and in this way achieve the closing of the sale.

We could say that understanding the “Buyer Journey” is the most essential part of Inbound Marketing, as it is the only way to strategically offer the right information to the specific person at the right time with the aim of converting leads and visits into customers. The purpose of all this communication is to accompany our buyer throughout the process, providing valuable content in each phase that places us as a benchmark and, finally, as the best solution to their problem.

If you want to learn more about trends in Marketing strategy, check out this post . If you would like to know more about mbudo, talk to us .

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