The Buyer’s Journey

The Buyer's Journey - Inbound MarketingTypically less than 5% of the traffic that finds your website actually converts into leads through web forms and phone calls.

What happens to the other 95%?

Let’s face it, Social Media and SEO aren’t enough anymore to satisfy search engines and get you qualified leads. It’s these services that have primarily focused on only one stage of the Buyer’s Journey…The Decision Stage. At Lure Creative, we have found that by focusing on all 3 stages…Awareness, Consideration, and Decision stages, you capture 5% to 15% more leads depending on your industry and demand for your services.

Definition: “The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.”

Stage 1. Awareness

We like to describe the Awareness Stage is the event that occurs at the time that your persona first realizes there “is” or “may be” an issue/problem. Today’s consumer, usually goes right to their phone, tablet, notebook or desktop to search what the symptoms of the problem mean. The example above, is that the air conditioner is not keeping up. The person knew this because it was warm and humid in the house.

Before someone spends money or makes a knee-jerk reaction, they will self-diagnose to educate themselves about where the problem might originate from. In this Awareness phase, they will search much differently and for other keywords or phrases than they would if they were ready to find a solution of company to help them with their problem. Is your website loaded with keywords and phrases that the persona may be asking or searching about?

Stage 2. Consideration

Next, they still don’t look for your company’s services. Instead, they research all the options to solve their problem without you involved. They want to know plenty before they call you so they are prepared to make smart decisions. They want to be in control and not get taken advantage of. Does your website speak to the different options available for products or services in your industry?

In either of these first two stages, in order to appear unbiased and helpful, you don’t pitch or sell your company and your products. Just educate them and the options and which is right for different applications or situations. It’s your chance to take the high road and lend a helping hand. Be a true consultant, not a salesperson.

Stage 3. Decision

The prospect is now confident after researching and is ready to decide “Who” they will call. Since you were being helpful and not salesy, your company makes the cut.

In either of these first two stages, in order to appear unbiased and helpful, you don’t pitch or sell your company and your products. Just educate them and the options and which is right for different applications or situations. It’s your chance to take the high road and lend a helping hand. Be a true consultant, not a salesperson.

Lure Creative knows what compelling content to create for each stage of the Buyer’s Journey. The chart below gives you some ideas of typical content we would build, then promote on social media, your blog and other media channels to drive traffic to your website.

The Buyer's Journey

 

Learn more about Inbound Marketing by scheduling a call with one of our certified Inbound Marketing Consultants.