Todd NesnickThe term ‘Buyer’s Journey’ describes the stages that customers go through before buying something. This is especially true when it’s an expensive product or service such as a car or house.
There are three different lifecycle stages when it comes to marketing exams:
- Awareness Stage;
- Consideration Stage;
- Decision Stage.
This article will offer an in-depth look at each stage and how marketers must approach them across all channels. This includes Digital/Social Media, SEO/SEM, Email Marketing, Content Marketing, Traditional Marketing (TV/Print), etc.
As with any exam, the best way to prepare is by studying and memorizing as much as possible. This can be hard when you have assignments that overlap with your test. Thankfully, you can get essay help by EssayHub so you can focus on preparing for your exam. The more information you can retain during your study process, the better chance you have of passing on the first try.
Here’s a cheat sheet for each stage of the buyer’s journey to help you remember what to focus on when taking your exam.
Awareness Stage
On average, it takes consumers about five or six interactions with a brand before brand recognition begins. This is why it’s important to create a solid foundation of content that can be repurposed across multiple channels and present at different points throughout the buying cycle.
Depending on your product/service, you should begin creating content that will educate consumers. This should focus on their pain points, concerns, and questions and provide them with solutions to help eliminate their dilemma.
The next step would be to build awareness around your brand. You can do this by establishing a digital footprint across:
- social media platforms (Facebook, Twitter, Instagram, etc.);
- search engines (SEO);
- viral distribution partners (Buzzfeed, StumbleUpon, etc.);
- organic rankings in terms of local business listings (Yelp, TripAdvisor).
At this point, give consumers a reason to engage with your brand and subscribe to your email list (through which you can push offers/discounts/newsletters alongside necessary sales collateral).
Some social media networks that will help establish awareness for your business include:
Consideration Stage
Once consumers have been introduced to your brand, they begin to recognize it as a legitimate source of information. And depending on the value it brings, they either convert into an advocate or remain passive users. For those who do participate actively, be sure you’re providing helpful content across all channels, including blogs, newsletters, social sharing, etc.
This is where search engine optimization comes into play and becomes a vital tool for content marketers. Google’s algorithm favors websites that provide engaging, helpful, and informative content, which is why it’s so important to establish yourself as an authority figure in your industry.
A general rule of thumb would be to produce at least one piece of content per day (that can be repurposed). Yet, do not forget about developing buyer persona profiles and updating landing pages with new offers/discounts that will entice users to convert.
Some SEO techniques that will help drive conversions include:
- Web Development
- Link Building
- Technical SEO
- Content Marketing
Decision Stage
At this point in the journey, consumers are ready to make a purchase decision. However, one last hurdle they must overcome is finding you on all of your designated channels (social media networks, search engine listings, etc.).
Based on the primary goal when it comes to content (drive sales or establish awareness), marketers will need to prepare different types of collateral that encourage users to convert at different stages in the path-to-purchase funnel.
An example would be an email template that provides an exclusive discount or time-limited offer if someone signs up for your newsletter list (which they can sign-up using Facebook Connect). If someone wants more specific information about your product/service, you should create downloadable resources such as eBooks, case studies, etc.
Lastly, make sure you continue distributing content to your social media channels while providing users with a place to ask their questions and receive customer support (social media networks such as Facebook, Twitter, Instagram, and LinkedIn).
Some traditional marketing strategies that will help drive conversions:
- TV Commercials
- Radio Ads
- Print Advertisements
Conclusion
The last thing you need in the middle of your exam is to be unprepared. Now, you have some structure for your thinking about how your customers make their way through the various steps of the buying cycle.
As a marketer, you might only get one shot with these particular campaigns. Once someone has decided they don’t want what you’re offering anymore, it can be difficult to get them back on board. So, before you pull the trigger, make sure you’ve done your research. Also, have a carefully considered plan to help keep customers coming back for more.