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Smith House Design

Creative Agency, Design Services, Branding, Social Media Strategy, SEO | Phoenix, Scottsdale, Tempe, Arizona

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Understanding the Buyer’s Journey

February 25, 2016 By Smith House

Advertising is effective when people are making impulsive, low risk purchases (Anyone want a late afternoon iced coffee?).

But for considered, high-risk purchases, we take every opportunity to make a pragmatic purchasing decision.  The goal of Inbound Marketing is to support buyers at every stage of their journey.

Let’s back up a little bit. There’s an assumption that when people arrive on your website, they are ready to buy. This may be true of a small amount of people (see “one guy” below), but if all you offer on your website is a “contact us” form, you are turning away potential customers who are searching for more information.

There are three critical steps in a buyer’s journey: Awareness of a Problem, Consideration of a solution, and taking Action to solve the problem. Let’s look at this with the “sales funnel” and then look at how your company should respond.

Illustration of the Sales Funnel, Buyer's Journey

Now let’s consider a buyer’s online research, your company’s response, and the types of content you can offer. Finally, review the inbound marketing tools (software) that can make all the pieces come together.

Filed Under: Digital Marketing

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