Before going into building and setting up your buyers journey, it is important to first of all create a buyer’s persona before looking at the journey process they make towards conversion.
How to Build a Buyers Journey
A buyer journey map is an illustrated representation of customer experience while going through the process of becoming aware of the problem and determining solution towards solving that problem.
Having a great customer experience are memorable because it makes us feel valued, supported and loved in such a way that we would want to spread the love around and in other hand.
In the other hand, when a customer experience poor service, it is even more memorable and customer will turn to their social media platforms to express their disgust and disapproval.
This buyers journey encompasses their needs, motivations, expectations and activities while on a journey to find solution to their problem and understanding how your business is position to meet their needs.
Your buyer’s journey process should be unique to your business, persona, demography of your audience, your industry, the channel you serve and the length of your sales cycle.
Today customer journey has become complex as there are increasing number of touchpoint a prospect has with a business before conversion and in addition to increasing number of channels
Importance of Buyers journey to businesses
- It helps businesses to understand what motivate their audience in each stage
- Businesses can optimize the communication touch point throughout the customers life cycle
- Identify opportunities to improve conversion, retention and customer life time value
A buyer journey has 3 stages which is called awareness, consideration and decision stages.
Let delve into them one by one
In this stage, persona is realizing and expressing symptoms of a problem. They are trying to understand what the problem is and are becoming aware that there is an issue that needs to be resolve even though they haven’t fully identified the problem.
Though they are trying to figure out what the problem is therefore a content that is geared towards educating and informing them more will suffice.
Content such as eBook download, guides, tutorials, template, research, opinion and insight will help inform and educate your persona at awareness stage more about the problem they are facing.
Here are examples of awareness stage contents
Someone with a low budget who needs a rug will find this content useful
Here is another awareness stage content from Maybelline Cosmetics teaching their audience on how to find the perfect highlighter for a skin tone.
Note that your audience value as a lead in awareness stage is low and therefore giving them access to valuable resources will help them understand more about the symptom of the problem they are experiencing and ways to minimize it.
These could lead them further down the road to consideration. Plus those resources will establish you as an authority in that field, a go to resource person for information related to that issue.
In this stage, the persona has clearly identify and given a new to their problem, issues or opportunity because your resources may have given them a clear understanding of the problem, issues or opportunity and possible solution.
They are committed to understanding the approaches available towards solving the problem; therefore they will be researching, asking questions, seeking for guides or workshops.
Contents like expert interview, expert guides, webinar, workshop, resource centre, live interaction, whitepaper etc. can be used to motivate them to move to decision stages.
Here are examples of content in consideration stage.
Prospect has decided to seek for professional solution to the identified problem, issues or opportunity and are mapping out list of available vendors with the best solution.
They will be narrowing down the list of vendors to choose one that is ideal to solve their problem.
Content in this stage should include best value pricing content, vendor comparison, live chat, case study, customer reviews, trial period, demo, explainer video, phone call and free consultation. Here are examples of content in decision stages.
In summary, all these buyer’s journey stages will not be built on assumption because you will use the research and data constructed through qualitative and quantitative research process to paint accurate picture of customers experience as told by data.