- The buying journey in digital marketing
- And how to adopt the buying journey?
- What to consider at each stage of the buying journey
- Learning and Discovery
- problem recognition
- Solution consideration
- Buying decision
One of the main steps of Inbound Marketing, the Buying Journey was created to try to predict the steps and needs of potential customers until the moment of purchase. Find out how to adapt in your company!
The buying journey is the answer to the question: what drives a consumer to decide for a product or service? This is a conundrum of the consumer society that some scholars of management and marketing began to answer in 1968 and that we will see better from now on, in this article.
In the past, it was just the entrepreneur’s feeling to identify opportunities and the salesperson’s “exhibit” responsible for bringing the customer and making the sale.
The aim of scholars such as James F. Engel, Roger D. Blackwell, and Paul W. Miniard, authors of the pioneering “Consumer Behavior,” whose first edition arrived 48 years ago.
When everything was based on guesswork, the chances of error were enormous. However, the customer prospecting process has evolved and basically, everything a customer does is measured.
Therefore, understanding what the buying journey is and how companies can generate value during it is essential to sell more and better.
In this article, we will cover not only the concept but also the aspects to take into account and, of course, how to adopt it in your business.
Let’s check it out?
The buying journey in digital marketing
Information is the foundation of digital marketing – and it’s important that this is clear from the start.
The constant search for results soon understood the importance of being present at all times of the purchase journey.
The key to doing this in a less invasive way was precisely the information, the content.
Even those who sell cars already think differently. A good example is how Mazda makes massive use of digital media to connect with consumers at various points in the shopping journey.
For the launch of the Mazda3 and Mazda6 sedan models in Canada, the Japanese automaker drew up a complete job of digital marketing. The objective was to keep the brand as the first choice in the purchase and influence a qualified target audience.
After all, since the ideal customer profile for their cars are people with good purchasing power.
With a good budget and the savings from reduced investment in traditional media, the company’s focus was on a segmented presence on YouTube.
Resources were used at the time, such as TrueView, those 5 second videos that start before normal playback.
In addition, Masthead, a giant interactive banner available on YouTube’s home page, was also used.
According to the automaker, it was the “always-on” concept. In other words, always being present in the consumer’s online and offline life (including when making a purchase decision).
And this is done using the affinity targeting of Google Adwords channels.
As a result, they achieved a 10-fold increase in the number of shoppers and had 11.1 million people impacted by the ads.
And how to adopt the buying journey?
Of course, speaking of a company like Mazda, it gives the impression that filling the shopping journey with content is something for a big fish. No, it’s not.
There are ways to answer questions and arouse the desires of potential consumers at a lower cost.
This happens using text, rich materials, webinars, podcasts, simpler videos (well done, of course).
Yes, offering and propagating — through social media and SEO — good content is a way to get your business found by potential customers.
In this way, it is possible to work the evolution of a visitor in the purchase journey according to the step in the sales funnel.
That is, the path he takes from the moment he finds your website until the purchase is made.
What to consider at each stage of the buying journey
Each step of the buying journey considers specific moments of the potential customer.
They denote the transition from your curiosity and immediate need to the opportunity that makes contact with your company and then decides to buy.
So consider the following steps at this time:
Learning and Discovery
This is the time to “hook” the persona of your business. The idea here is to offer an immediate solution for him or something that captivates him and enhances his curiosity.
Remember that when someone goes to Google they are usually looking for something. You can – and should – offer what he needs.
We can think of the example of a company that offers a text and an eBook talking about lead generation for IT companies.
So, when someone is looking for materials on the subject, they have a good chance of coming across material from our fictitious company.
To download the eBook, the potential buyer had to leave an email, thus becoming a lead. And he was also informed that he would continue to receive materials from the fictitious company.
If he continued, chances are good that he will be interested in what you have to say.
At this stage, the focus is on making the buyer realize the need to seek suppliers.
This is because most likely your initial problem has not yet been resolved – the one that motivated the search until you found the company’s website.
Now it’s time to offer more in-depth materials and text about the products that led the potential buyer to your site.
It’s time to introduce the product/company of our fictional business.
The presentation continues at the same pace as the materials from the previous stages, with a light approach, without that “promotional” tone, selling at any cost.
Has focused on the customer, the success. Yes, we know you want to sell. But you cannot do this “at all costs”.
Remember: your client is probably already considering hiring solutions and has discovered this for your company.
Your chances are greater than competitors. The prospect already knows you.
At this stage, more incisive materials that can help you see the company’s benefits are ideal.
Therefore, opt for an approach with greater persuasiveness. Using some mental triggers that generate urgency can have a positive effect.
It’s the long-awaited moment for any entrepreneur! The potential buyer is about to become a customer.
At this stage, one of the most assertive practices to make you choose the company is to make direct contact and offer a product demonstration or a free diagnosis.
The company’s contact with the customer is crucial to reinforce the moment of purchase decision. Therefore, always focus on seeking excellence in service.
It is worth remembering that, although it is not an exact science and it is not mandatory for the client to go through all the steps mentioned above.
Therefore, it is normal for these doubts to come into his head, especially in periods of crisis.
But now it’s time to practice building the shopping journey into your own sales pipeline!
So, how can we help you?
If you have questions about the article or want to better understand how to impact more customers on their journeys, talk to a consultant whenever you want.
Enjoy and read two articles that will help you attract the right customers to your business.
The first talks about the importance of following some marketing tips in your daily business.
The second addresses the importance of relationship marketing to attract and delight buyers.