One task that all businesses have in common is guiding the potential consumers through their buying journey, from the moment that they first encounter the brand, to the point where they convert, and beyond that point.
Each interaction from the brand should be relevant to the customers at the different steps of their buying journey, to truly move them from simply browsing through the products or services, into making a purchase.
To do that effectively, companies should be creating a customer buying journey that will detail the entire process. These types of plans allow companies to create engaging paths for the consumers, regardless of the step in their buying journey.
Creating a Buying Journey for Consumers
There are plenty of available tools that companies can use to create a buying journey for their consumers, but some of the best ones have very simple and user-friendly interfaces. Additionally, the tools that many companies frequently use also allow for the automation of various processes, based on the actions that a consumer takes.
These automation features include anything from sending the consumer a personalized message that will motivate them to take the next step in their journey, to creating other types of connections with the consumers. Additionally, they can be especially helpful for remaining at the forefront of the consumers’ minds even during the company’s offline hours.
Customer Journey Steps
There are five big steps that should be detailed when creating a buying journey for the consumers.
The first step of the buying journey is the acquisition, where brands should work on establishing the company in the consumers’ eyes as a reliable resource. During this step, it’s best for brands to distribute meaningful content to go along with the welcome messages for the new potential consumers. That content should demonstrate the company’s expertise and position the brand as a trustworthy thought leader.
The second step of the buying journey is when the potential consumers are still browsing through different solutions for their problems. The key in this step is to keep them engaged and demonstrate that the company is the best choice for them, by directing them towards the next stage.
Once the potential consumer has narrowed down their list of potential products or services, it’s time for them to make a decision. To do that, they should receive encouragement and confirmation from the brand that they’re making the right decision. During this step, it’s important that companies provide all the information that the consumer might need. If they need any additional encouragement, it’s best to utilize a promotional offer just for that consumer that they can use in a limited time period.
The next step in growing a business is to keep the consumers coming back for future purchases. This is done with a product follow-up journey, which will ask for their feedback, as well as make potential recommendations for their future purchases.
The last step in the buying journey is to re-engage the consumers that haven’t made a purchase in a long time. This can be achieved with a re-engagement series of emails that will be periodically distributed to their email inbox with new offers, or other content that will be relevant to their interests.