Buyer’s Journey – What it is and how to apply it to increase sales!

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The Internet is the true land of opportunities. With it, the ease of obtaining information is increasingly accessible.

Today, customers are increasingly aware of what they want and when they want it. Companies and research institutes focused on understanding consumer habits, among others, point out that 57% of consumers arrive at the time of purchase with their decision already made; even before having direct contact with a salesperson. This happens when the person is in the 4th stage of the purchasing journey.

To achieve the ultimate goal of every business, that is, the sale, it is essential to know the 4 stages that your potential customer goes through.



Purchase Journey

Each of us has our own individual journey. We are talking whatsapp netherlands about people. Each person has a “team”. But one thing is certain: nowadays, searching for information before making any purchase is the most common practice among all the different consumer profiles that exist! Before making our purchasing decision, we certainly research the product or service before contacting the seller or company. Do you agree? Then let’s go!

Purchase Journey
The purchasing journey is a model used in Inbound Marketing strategies to establish and identify at what stage of interaction with your brand the customer, or potential customer, is.

That said, it’s worth taking a look back at how shopping used to happen before the internet. Influenced by TV and/or radio commercials, you would go to a physical store to look for a certain product or service. Or you would do so when you really had a latent need. Oh! I almost forgot the important detail. Research. Yes, research was done “by hand”, or rather, by wearing out the soles of your shoes…

Today, the logic of influence, need, research and decision is basically the same, but much more interactive, dynamic and fast. With the internet, digital media and social networks, companies' power of persuasion and influence has been enhanced.

Once the stage of the purchasing journey the customer is at has been defined, through digital marketing strategies, the definition of the communication plan comes into play. Content marketing, paid media, emails, etc.

How do we know what stage the consumer is in? One way is through tools like Google Analytics. Another way is by defining your persona and outlining a content plan .

Stages of the Purchase Journey
1. Discovery
At this point, the customer is still not sure whether they have a problem, a need or a desire. What used to be the role of TV to awaken them is now the role of the internet, since more than 50% of the world's population is connected to the internet. At this stage, the person searches for something broad and even subjective, and then finds relevant content on a social network, an advertisement in a video on YouTube, or even in a post by a friend who bought something, liked it and posted it. Here, a caveat is called “feedback to search engines”.

2. Recognition
This is the stage where the customer has already researched or seen content that has sparked their interest; they have even identified possible solutions. The main objective here is to “create” a need in your potential customer and subtly guide them towards your solution . However, this needs to be done carefully, subtly and honestly. The customer notices manipulation. This could be the end of a relationship that hasn’t even begun.

3. Consideration
Here, the person, while still browsing the web, has become interested in something, recognized that you may be the solution, but is still not convinced. So, they start looking for more specific answers to the problem. Look for differences. Find added value, authority on the subject, guarantees that they are on their way to making the best choice when the decision is made. See, here your business must stand out! Present the differences. Be more specific in your content, for example. Make your communication more direct.

4. Decision
Here the decision is practically made. The person wants it. They are going to buy it! They may not yet know who it is from. Which brand is the best… But at this stage they have already decided what they want! At this point, the options on the market are analyzed. This is the time to emphasize your differences. Perhaps offer a benefit, guarantees. And show without any doubt that your solution is the best on the market.

Many companies focus their communication and actions on steps 2 and 3.
shopping journey

Here's a side note. The Inbound Marketing strategy achieves medium- to long-term results. The big difference is that it tends to be a constant, upward trend. The steps must be taken strategically. Finding users who are in the first stage is a nurturing opportunity; so that you are remembered at the right time. The second and third stages are valid, of course. But in this case, you need to make an effort to get to know your competition, in addition to your persona.

Identifying the stage of the purchasing journey does not shorten the path, but it makes it assertive!

shopping journey

Practical example of a Purchase Journey
The marketing team of a sustainable products company prepared a series of articles, covering the entire journey of their persona .

Luana, 27, an engineer, was looking for information about environmental impact and new materials and came across one of the first texts in the discovery stage. “Microplastics in the oceans and what do you have to do with it?” The title caught her attention and when she clicked on it, she went to the company’s blog. In the content, she found a lot of information, data from reputable institutions, which generated credibility and, at the end of the text, the trigger “what do you have to do with it. How can you help change this when? Your choices…” . The content subtly sells the idea of ​​Luana buying an eco-friendly cup. However, it is worth remembering that, at this stage, she was not thinking about buying an eco-friendly cup when she accessed this material…