The Buyer’s Journey or the buyer’s journey is when a user embarks when he needs a need until he finally buys a product or service to satisfy the said need. The Buyer’s Journey is built step by step by a company for its target audiences to pass through. It works as a framework for the Inbound Marketing Stages of the Buyer’s Journey
The Buyer’s Journey comprises three stages, Which can differ from one sector to another. The path that a user travels in B2B markets is different from B2C. The classic stages of this process are
Discovery. The user realizes that they have a problem and must solve it by purchasing a product.
Consideration. The user investigates his problem and the possible solutions that he can find in the marketplace.
G methodology. To better understand it, let’s see an example of the Buyer’s Journey’s stages applied to a cosmetics eCommerce and a girl named Lucía.
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1. Buyer’s Journey: Discovery
Lucia is 20 years old, and her face is full of acne marks. He has tried many creams that have made his situation worse. He also has red and hypersensitive skin. That will be your search on the Internet: “why does acne appear” or “why do I have hypersensitive skin” and on them, and those needs, brands will have to act.
2. Buyer’s Journey: Consideration
Lucia has been researching on the Internet, in cosmetic product blogs and beauty magazines, possible solutions. She is desperate in search of a cream that removes blemishes and does not irritate her delicate face, and she is evaluating which product is more suitable. Your search may be “how to treat acne on sensitive skin or “acne creams for sensitive skin”.
3. Buyer’s Journey: Decision
You already know that you should use natural cosmetic creams that are kind to your skin. You are concerned that your budget is barely 25 euros. After several hours of surfing the Internet, she finds the blog of a dermatology expert who recommends BBB cream for sensitive skin with acne marks. The article convinces her. Lucia makes a decision. Purchase in the online store of BBB. And in 48 hours, you will have the shipment in your hands. Lucia’s trip, whom we can consider as our buyer persona, is a hypothetical situation repeated in real life billions of times and every day. We all do more or less the same process to buy plane tickets, footwear, appliances, clothes. In this case, the cosmetics store has the role of providing the content on Lucía’s path that will convince her that they have the ideal products to solve her problem. So when Lucia does her research, she finds information on different sites and formats that points to BBB as a brand to trust. Something that must be done through an offer of acceptable content for each case can come through structures such as blog posts, ebooks, whitepapers, comparisons or product demonstrations.
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