Navigate the Buyer's Journey and Drive Sales With a Strategic Sales Funnel
Today's buyers hold the reins, and 76% of them get frustrated when companies fail to personalize their experience. Rather than trying to push customers through a funnel, it's more effective to understand their journey and create a cadence of engagement that reflects where they are in their path.
To do that, you need to start with the right questions. These questions help you paint a picture of the buyer's journey, and then determine how you can help them navigate it with relevant content and support.
Unlike the sales funnel of the past, today's journey doesn't follow a clear path from awareness to consideration to purchase. Instead, buyers take detours that require a new approach from marketers. Fortunately, this is an opportunity to differentiate your business from the competition.
To do this, you need to be able to recognize each of these stages and know what content or support is needed at each point along the way. You can do this by mapping each stage of the journey to a specific marketing goal and creating a corresponding content strategy.
For example, in the awareness stage, buyers are looking for solutions to a problem or need. This could be something as simple as a faucet leak or as complex as remodeling their basement. They may find your website through search, recommendations from friends and family, or social media. They're not ready to buy, but they are beginning their journey and need help finding the
best route.
At the consideration stage, buyers are actively evaluating solutions and comparing options to choose which one is the best fit. This is where they look for content that showcases your product's value, features, and benefits. They may also look for testimonials or case studies from other satisfied customers, and they might even contact your team directly for a live demo.
Once you've captured their interest, it's important to keep the momentum going. Depending on your industry and the type of product you sell, this might mean offering free trials or providing discounts to encourage them to act now. It's also a good idea to offer post-purchase support, whether that's a phone number to call for assistance or an email address to send feedback and suggestions.
Regardless of where they are in their journey, all buyers want to feel like they're in safe hands. That means they need to have a clear path forward, and they need to have confidence that they're making the right choice. By defining your sales process and creating a streamlined content strategy, you can make sure that every lead is taken care of from start to finish.
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