As a business, one of the most important aspects to generating more leads is to understand your customer and their buying process. While each customer's motivation may be different, they all go through a series of steps known as the buyer's journey.
Ensuring that you understand and are communicating with prospects at each stage of the journey will increase your chances of growing your business. For example, Calls to Action (CTAs) on your website like "Contact Us" or "Talk to Sales" are only suitable for prospects who are nearly ready to make a purchasing decision, and are at what we call the decision stage of the buyer's journey.
If you don't consider users who are researching, you drastically reduce your chance to convert your traffic into leads as 90% of people are online researching. On average B2B buyers complete 12 we searches prior to engaging on a specific brands website. Yet the most common CTA you will see on a website is the 'Contact Us' form, the opportunity to convert traffic of prospects both researching and comparing solutions online is significantly lower with just this CTA.
On average B2B buyers complete 12 we searches prior to engaging on a specific brands website
Another mistake we often see is to post ads and/or blog content without considering how aware the audience is of your solutions and the problem that they are solving. Keep prospects at each stage in mind when creating content for your website and make sure you give the 95% of traffic researching the opportunity to get in touch with your business.
The Buyer's Journey is comprised of three steps: awareness, consideration, and decision. If you're already familiar with the buyer's journey, check out our guide to writing content for different stages of the buyer's journey.
The Awareness Stage
The first step in the buyer's journey is the awareness stage. This is when a consumer realises that they have a need, a problem, or a desire. In this stage, they will identify that they have a problem or an opportunity for improvement that needs to be addressed, but they may not know exactly what it is just yet. According to HubSpot, they will begin to research their need in order to "more clearly understand, frame, and give a name to their problem".
Here you are selling the need for change
This is a step much overlooked in the marketing realm and can heavily beneficial, especially to a SaaS business, where a customer can't just walk by a storefront or see your product placed on a shelf.
Ask yourself some questions in order to understand a consumer that is in the awareness stage:
- What are the common problems that your customers face?
- How consumers identify and then educate themselves on their needs?
- What happens when the buyer does nothing to remedy this need?
The Consideration Stage
Once a customer has identified and defined their need or opportunity, they have reached the consideration stage. This is where the consumer is delving deep into their research on your products, services, solutions, & alternatives (including your competitors'). Ensuring that your value proposition & solution stands out is the key to success in the consideration stage.
Here you are selling your solutions.
Offer your potential buyers solutions to their problems and tell them why your products or services are better than anything else that is out there now. You should address alternatives to your solutions, helping you to maintain control of the research that the buyer will do. This is the stage where our buyers are comparing their options and deciding exactly what is the right solution for them. Have your product information easily accessible and if possible, offer comparison tools so that consumers can tell see the basics all on one page.
Think through the following questions:
- What types of solutions are available to solve your customer problems?
- Where can they find more information about the solutions available?
- How do consumers weigh the pros and cons of these solution types and use this to decide what best fits their needs?
The Decision Stage
When the buyer has identified what type of solution fits their needs, they have come to the decision stage. In this stage, they will be determining which brand or company is right to deliver this solution. In the consideration stage, it was important that your solution is better than the alternatives, in the decision stage ensuring that your company stands out from the rest is the key to success.
Here you are selling your company
What makes your product or service stand out? Make that clear to your buyers and make that easy for them to understand. You care about your customers, large and small, and ensure that is apparent to your buyers in your marketing plan.
Questions to ask yourself in the decision stage according to HubSpot:
- By what standards do buyers judge you and uour competitors?
- What stands out about your company against the competition and what does the competition do better?
- Who is making the purchasing decision and what is their perspective?
- Is there anything that the consumer needs to do in order to prepare for purchase?
Contact First Five Eight to discover how we can help your business customise your marketing strategy around your specific buyers' journey to create higher conversion/acquisition and ultimately higher revenue.