Meet Your Consumer Where They Are.
Do you enjoy going to the mall? The crowds, the long lines, kids crying, etc. Me neither.
Luckily, now more than ever – there are a million ways to learn about a product that you’re interested in without ever having to set foot in an actual store front. Just hop on your phone.
For example, I was recently “forced” to buy a dress for a ‘Black Tie Wedding’ that I’m attending. If you don’t know what the dress code is for this type of event, just know that you’ll have to drop some hard-earned dollars. But getting back to the point – it took me a few months to find a reasonably priced dress that aligns with the dress code. Surprisingly, I found the dress I eventually purchased – online.
Because of this, my entire journey from start to finish – was digitally tracked by the stores whose websites I perused.
From the moment I started looking for the product I needed, to the point of purchase – there were clear phases I went through as a consumer in search of the right product. These phases are not to be ignored – in fact, they’re indications of how likely any consumer is to make a purchase.
If you’re reading this, then you’re likely a marketer, or business owner, and your perspective is naturally oriented that way. But you’re also a consumer. Everyone is. So you’ve experienced the buying phases that all of us experience – sometimes on a daily basis. You know these phases well – whether you consciously know it or not.
Meet your consumer where they are in their buyer’s journey. The more insight you have surrounding how ready (or not ready) a potential customer is to make a purchase, the greater chance you have to make a meaningful connection with them – and ultimately convert them into a loyal customer.
So, what are the phases of a buyer’s journey?
- Awareness: At this point, a lead somehow is attracted to the company. This could be through meeting someone at Delap, word of mouth, or through a Google search. At this point we’ve achieved our goal to attract strangers to become visitors or unknown leads to our website or the firm in general.
- Consideration: Now the lead is engaging with you in some way. This could be that our brand resonates with them, or they clearly understand our value proposition and see how they could benefit from it. At this stage we’ve achieved our goal of converting unknown visitors to actual leads who are considering making a purchase.
- Decision: The decision stage is when a lead is ready to buy. At this point we’re proposing on the work, and delivering a clean document to continue to communicate our brand values. At this point we have closed or are closing a lead and converting them into a client.
- Promotion: Once a lead converts to a client, we take steps to make them feel appreciated, and valued. At this stage, our goal is to delight the client so they become a promoter of Delap.
Start making digital marketing work for you by using these 4 primary stages every consumer experiences. Although every sales and marketing funnel looks a little different depending on the business model – the buyer’s journey applies to every business.