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A Buyer Journey is the path a person travels from the moment he discovers he has a problem or need until he finds what he needs and buys it.
This concept focuses on understanding the stages a potential customer goes through during their decision-making process and how they interact with a brand along the way.
In this article you can see some examples
Step-by-step guide to creating an effective buyer journey
Research your audience: Start by thoroughly researching your target audience. This includes understanding their needs, wants, problems and pain points.
Use surveys, interviews, data analysis and other tools to gather information about your target audience.
Identify the Stages of the Buyer’s Journey: Break the buying process into clearly defined stages that reflect the actions and decisions your customers make along the way.
Common stages include awareness, consideration and decision, but may vary depending on your industry and business model.
Define Touchpoints: Identify the touchpoints where your customers interact with your brand at each stage of the buyer journey. This can include your website, social media, emails, events, advertising, among others.
Create Buyer Personas: Based on your audience research, create detailed profiles of your ideal customers or buyer personas. Include demographic information, behaviors, goals and challenges specific to each persona.
Map Relevant Content: For each stage of the buyer journey and for each buyer persona, identify what type of content is most relevant and useful. This can include blogs, guides, videos, testimonials, case studies, demos.
Develop Persuasive Content: Create compelling and persuasive content. Be sure to address their needs, answer their questions and provide solutions to their problems.
Optimize User Experience: Make sure the user experience is smooth, intuitive and enjoyable. This includes optimizing your website for mobile devices, simplifying the checkout process and providing excellent customer service.
Implement a Tracking and Analytics System: Use analytics tools to monitor and analyze your customers’ behavior at each stage of the buyer journey. This will help you identify areas for improvement and optimize your strategy over time.
Phases a user goes through before making a purchase:
Awareness: in this phase, the potential customer is in the first contact with the brand or product. He may have been attracted by an advertisement, a recommendation from a friend, or may have conducted an online search to solve a problem or satisfy a need.
The goal at this stage is to capture the potential customer’s attention and generate interest in the brand or product.
Interest: Once the prospect is aware of the brand or product, they enter the interest phase. Here, he begins to investigate further, seeking additional information, comparing different options and evaluating whether the brand or product can effectively meet his needs or solve his problem.
Consideration: At this stage, the potential customer has shown more serious interest in the brand or product and is actively considering making a purchase.
They may be comparing features, prices and benefits, reading reviews from other customers and evaluating whether the offering meets their expectations and buying criteria.
Decision: In the decision stage, the potential customer is ready to make a purchase decision. He has evaluated all his options and is determined to make a purchase. At this stage, he may be looking for special offers, comparing final prices, consulting return or warranty policies, and finally, making the purchase decision.
Action: The last phase of the sales funnel is action, where the prospect makes the purchase and becomes a customer. This phase does not end with the purchase, but also includes post-sale follow-up to ensure customer satisfaction, foster loyalty and encourage future purchases.
Create assumptions about Customer Behavior
1. For each stage, make assumptions about how customers might behave.
Needs and motivations: What does the customer need at this stage?
Expected actions: What is the customer likely to do: seek more information, compare prices, ask for recommendations?
Influencing factors: What might influence their decisions (e.g., reviews, promotions, urgency).
Describe the assumptions in detail: Briefly write how you think customers will behave at each stage and why. Use information about their preferences, needs or the challenges they are looking to solve.
Review and adjust assumptions: As you gather more data, adjust your assumptions to better reflect your customers’ actual behavior.
2. Develop specific actions your company can take to address customer needs and behaviors at each stage of the buyer journey.
3. As you gather actual data on customer behavior, validate your assumptions and adjust your buyer journey.
By creating an effective buyer journey, you can better understand your customers’ needs and behaviors and provide them with the information and support they need at each stage of their journey.
