According to Hubspot : “The Buyer Journey is the process in which the buyer becomes aware of, considers, evaluates and decides to purchase a new product or service.”
It consists of 3 stages:
Discovery: Our potential buyer has detected that they have a problem or need and is looking for all the information on the subject.
Consideration: Our prospective buyer is looking for solutions and alternatives, comparing the different advantages and disadvantages of each option.
Decision: You have finally decided to choose a particular product or service. This person is looking to contact you to make the purchase.
The Buyer Journey is represented by a funnel:
Inbound funnel 2-01
At the top of the funnel (TOFU) where the funnel is wide, there are people in the discovery stage who are looking for information. They don’t know exactly what they’re looking for, so they’re not qualified to buy your product or service… yet.
The middle of the funnel (MOFU) is for people who are still considering architect database their options. The funnel narrows down as people move through the buying process.
Only at the end of the funnel (BOFU – bottom of funnel) are the people closest to buying your product or service.
Content for each stage of the Buyer Journey
There are different content formats, more or less suited to each phase: you wouldn’t, for example, send a contact who is in the discovery stage an email to schedule a meeting with a salesperson. They are only building a consumer-focused business at the top of the funnel, discovering their problem and looking for information in general.
The Buyer Journey is crucial to determine what content to create, for whom, when and on which channels. You need to plan the stages of the Customer Journey and prepare a good Content Strategy.
Blog posts, effective for the discovery and consideration stages.
Ebooks, case studies and whitepapers, consideration and decision stages.
Videos and animation: for yeezys shoes all stages.
Webinars, stages of consideration and decision.
Email marketing, for any stage.
Surveys: ideally post-sale, to improve processes.
Infographics, stages of discovery and consideration.
Social media posts: ideal for attracting traffic to your website in the first stage of discovery.