In recent years, many things have changed with the arrival of the digital universe, as well as with the migration of professions, services and businesses in the field. offline protocols for onlineIn this context, the consumer purchasing journey has also become part of the digital environment with e-commerce, social media, and virtual services. Thus, today, the purchasing journey is a set of research processes and systems that consumers, or prospects, they go from the beginning of the desire to buy something, with incessant searches on the internet, until the time when they make the decision and make the purchase on the websites of big brands.
Thinking about all customers and actions Inbound Marketing that professionals digital marketing industry create daily, without a doubt, the entire strategy designed to transform website visitors into leads, e leads in ROI revolves around the purchasing journey.
So, next, we need to think about the stages that comprise this journey.
Learning and discovery
Attention. This is the moment to pique your potential customer's interest! That's why we consider it the first stage of the process, and probably the most important. If the relationship between readers and companies doesn't develop from here on out, the other stages won't occur.
Therefore, it's important to understand that this is when the potential customer doesn't yet know they have a problem and need a solution. Therefore, whoever can capture their attention first will certainly win. So, act strategically, develop the best actions, and pique their interest.
This is also where content designed to engage you must present problems and solutions to common challenges. target of the brand. This way, the topics offered are lighter, more informative, interesting and generally resolve doubts, helping prospects day to day.
#KaizenTip: It's important for content producers to keep in mind that the content created for the first phase must be related to readers' problems. This way, they will search for solutions to their questions on Google. Therefore, it's crucial that your content appears on the first page of the search engine; otherwise, readers may click on the top rankings, leaving your brand out of the picture.
problem recognition
Stage Two: Things Start to Make Sense! Here, the lead comes into action and the professionals digital marketing industry They begin to recognize the symptoms of a problem, but without identifying the cause. We already know there's a certain need, hence the search, but it still needs to be understood before it can be solved.
Within the actions of Inbound Marketing, this is the time to feel the temperature and create content that is in line with customers' questions so that you can have some answers and use them as strategies in the sales funnel, as readers/customers need to be attracted to all of the brand's digital channels, be they a website, blog or social media.
Thus, they will be identified as leads and new top-of-funnel content can be assertive. With quality content that the customer has access to, it's time to deliver rich content in exchange for personal data. And this is done by delivering ebooks, for example. This tactic can be called "kitten".
Now how lead identified and the return of data from these customers, the brand can now think about the third stage of the purchasing journey.
Solution consideration
From now on, nothing is a secret anymore. Now, our client already has an idea of their problem, however, they are still not sure whether they want or need to take the necessary action. purchase decision. And that's where the importance of maintaining important information and good content lies to maintain the relationship with this potential buyer. This strategy is called lead nurturing. leads and must be part of the customer's purchasing journey.
So when the prospect enters the third stage, you need to choose the solution to your needs and problems, understanding that by investing, you will have great benefits. This is a delicate phase of the process. Inbound Marketing, is where the customer is practically making the decision to make the purchase from the customer's company.
This is also the time for the company to show signs of life with the email marketing tool. Once the lead If you already have a certain relationship with your brand and are considering investing in it, receiving new information or additional triggers is more than expected. It's vital!
Furthermore, take advantage and demonstrate authority in your market segment, proving that your company is better than the competition, gaining trust, credibility, and motivating the lead moving forward towards the final and decisive stage of the journey.
Buying decision
Congratulations. You did it! Your lead You've made it this far and are ready to invest in solving your needs. However, be aware that your competitors are chasing you, even though they already made the decision and chose you.
Now, hurry up and make your sale. Here, the #KaizenTip is to offer something extra, something no one else has—a technical visit, a test, a consultation, a joint purchase—something extra that will make them close their eyes, not look back, and buy your product regardless of what others may come along.
But if the sale still hasn't been made, now is the time to activate your sales team. With the information acquired in your leads, sellers must go in search of the prospect so that you become a customer.
So, with the sale made, #let's activate this again lead with furious after-sales and new #Inbound techniques?
After all, sales are CYCLES and they open and close ALL THE TIME!
#SEOAgency: Have you heard of one? Find out more, here!
