There are many potential customers out there on the internet. Between the problem they have, and the solution you have for it, there is a lot of information that they could get lost in.
In order to help you potential customer along their way to finding your solution, there are different stages in which you can help guide them.
- Awareness Stage: This is where the buyer discovers they have a problem that needs solving.
- Consideration Stage: The buyer defines what their problem is, and researches potential solutions.
- Decision Stage: The buyer makes an informed decision about which solution to choose.
How to define it.
Most importantly, you need to understand your target audience. You can do this by gathering information from existing customers, and sales people within your company who have experience of discussing your customer’s pain points.
Awareness
At the Awareness stage, a buyer identifies their problem/challenge that they need a solution of.
Some questions to ask:
How does a buyer explain their goals or challenges?
How does a buyer research their problems?
What happens if the buyer doesn’t resolve their problem?
How does a buyer prioritise their problem?
Consideration
During the Consideration stage, a buyer defines what their problem is, and commits to solving it. They will also review the potential solutions available.
Some questions to ask:
What types of solutions does a buyer look for?
How does a buyer research the solutions?
How does a buyer choose the type of solution that is right for them?
Decision
In the Decision stage, a buyer makes an informed decision about which solution to choose. Questions you should ask yourself to define the Decision stage are:
What are the criteria that a buyer uses to choose from the possible solutions?
What potential concerns does a buyer have with your solution?
Who makes the decision?
Answering these questions will give you the ability to understand your potential customers, and tailor any marketing activity around these 3 stages.
If you would like help to define your Buyer’s Journey, be more effective at targeting your market, feel free to get in touch with one of our consultants.