What Is The Buyer’s Journey?

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Learn about the buyer’s journey, and how you can apply this simple marketing principle to your small business.

If you’re a small business owner, I hope you already know that your customers, clients, readers, and website viewers, they’re the ones who are the real heroes in your story.

I mean, let’s face it, without your customers, you really wouldn’t have much of a business, would you?

person holding smartphone beside tablet computer

Therefore, whenever it comes to advertising, marketing, or selling your products or services, you need to keep your focus on your customers at all times. After all, it’s your customers and potential customers that you’re trying to communicate to in the first place.

The best way to do this is to understand the buyer’s journey, which, in turn, will help you learn how to better serve your audience.

What is the buyer’s journey?

According to SmartBugMedia, the buyer’s journey to is that process that a consumer goes through while becoming aware of their problems and needs, evaluating potential solutions, and finally, making an end purchase of a product or service.

This “journey” consists of three main stages: awareness, consideration, and decision.

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The Awareness Stage

At the beginning of the buyer’s journey, consumers aren’t yet fully aware of their problems or needs, or even the potential solutions offered by your products or services.

Therefore, when you’re creating content and materials for your customers at the awareness stage, you need to try and offer information, which your audience can use to answer their questions or to resolve some of their pain points.

At this point, consumers are typically entering questions into Google to find more information about their problems or needs. With that said, keyword research and SEO should play an important role in planning content at this stage of the buyer’s journey.

In the end, awareness stage materials should always remain fairly neutral, and should typically avoid any type of salesmanship.

two people shaking hands

The Consideration Stage

At the next stage of the journey, consumers are already fully aware of their problems or needs, which means that now, they’re looking for potential solutions to their problems.

Therefore, creating content such as product comparison guides, expert reviews/guides are great ideas, which should introduce the solutions offered by your products or services, but should still remain fairly neutral without too many sales jargon.

Essentially, you want to be explaining to your potential buyers all of the solutions available to their problems.

Not only necessarily only the solutions that you’re offering, but you should always keep the focus on how these prospects can solve their problem, which even if they don’t buy from you, will still place your brand as an expert that provided the best solution to a consumer problem.

two men facing each other while shake hands and smiling

As an example of consideration stage material, right now, I want you to know that you can hire me for SEO copywriting.

However, my main focus is that you should hire a professional copywriter for your small business needs. Not because I want myself or other copywriters to make money, but because hiring a copywriter can help make managing your business easier, and at the same time, can help boost your rankings in the search engines.

Then, once your potential buyers are aware of all potential solutions, you’ll want to move them through to the final decision stage of the buyer’s journey.

The Decision Stage

At this point, your potential buyers are aware of their issues, and they’re aware of their problems. Therefore, the final stage consists of telling them just exactly what your business has to offer and why they should trust you.

A few examples of good decision stage content would be case studies, free trials, reviews and testimonials of your products/services, etc.

This type of content needs to put the final solution in your potential buyers’ hands.

person using laptop computer holding card

Need Help Learning About Your Buyer’s Journey?

Whether you’re a new business or an established business, understanding your buyer’s journey is crucial in being able to successfully create content that resonates with your audience.

And in the end, the more you know about your audience, the better you’ll be able to align your business to meet their needs.

Interested in learning about your buyer’s journey? Contact Hobo Marketing Co. Today.

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