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The Buyer’s Journey Through a Micro Lens
Manage episode 489048237 series 3527542
In this episode, host Molly Beyer addresses one more key step in the buyer’s journey by viewing it through a micro lens. She talked about the bigger picture last episode, but now is focusing on the smaller, daily decisions in a buyer’s process. When people set out to make a purchase, they go through a predictable information-gathering stage before taking action. So, how can you capture their interest amongst all the businesses in your industry? By guiding them through the decision steps.
There are three key stages that every buyer goes through before making a purchase. Molly lists them as 1) awareness, 2) consideration, and 3) decision. Capturing the buyer’s interest before the decision to purchase is vital for positioning your business as the clear choice. Aiding them through the decision-making process involves reminding them how your business understands their pain point and helps remove it. Molly explains specific ways to communicate that message.
Molly emphasizes that businesses' biggest mistake is stopping communication at the first touch point. It takes anywhere from 20 to 100 touchpoints before a buyer makes a purchase decision. Molly explores strategies such as retargeting ads, social proof and authority, and personal outreach as ways to continue communication with potential buyers and help them through their decision-making. When the next steps are clear and simple, buyers are more likely to act. Join Molly in examining the buyer’s journey through a micro lens.
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