In today’s episode we’re talking about your customer’s buyer journey, why it’s so important for you to understand it. There are steps that you can take to ensure that you attract the right customers. You want customers to know, like and trust you, so your marketing plan should take into consideration the various stages that a buyer goes through.
Links in this episode: Rethinking the Customer Journey: A Strategy for Marketers
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode we’re talking about your customer’s buyer journey and why it’s so important for you to understand it.
Bob: That’s right Donna. If you haven’t heard the term before, the customer, or the buyer’s journey is the series of steps that someone takes when they decide they may want to buy something from you. Think about your own behavior. Let’s say your TV broke. You think to yourself, should I get it repaired or replaced? You research features, where you might want to buy it from, and then you complete the purchase.
One of the key benefits to understanding your customer’s journey is that it helps to attract the right customer. The right customer is that person who needs your product or service and is ready to learn more about how to get it. They know they have a problem and they want to solve it, and they will research options to solve their problem.
Donna: True. And there are steps that you can take to ensure that you attract the right customers, and you want to get them to know, like and trust you because this is why they will try you and buy from you.
The first step is the customer has to “know” you. So your content here should speak to the customer’s problem and the pain points they have using the language that they would use. It’s really important that you don’t use your industry terminology, that you speak to the language that your customers use.
Bob: The “like” factor is where customers begin making snap judgments. Do I like this business? Do I like how they work? Do I like what they have to say? Do I like their website and do I like what they stand for? Do I like their values? This is where customers make the decision about whether they want to learn more about your business and the products and services you offer. The content appropriate for this stage should tell your story.
Donna: You need to build “trust” with them. Do they trust that you have the solution they’re looking for? Not only that, but they’re looking for proof that other customers trust you and you’ve made good on your promises in the past. That proof is in the way of social media engagement, customer reviews, testimonials, and your thought leadership.
Bob: When they know, like and trust you, they are more likely to try and buy from you. The better you can understand the challenges and problems your ideal client faces, the easier it is to position yourself as the answer to what they are trying to do or achieve.
Donna: The sales process has changed dramatically as technology has evolved. Buyers today are researchers. They want to know a lot more information before they ever even contact you. So your marketing plan should take into consideration the various stages that a buyer goes through and should include content that speaks to each stage of that journey.
Bob: That’s it for today’s episode. You can find a link to the Social Media Examiner article on this topic and a transcript of today’s podcast, at DelosInc.com/204.
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