How to Optimize the Buyer Journey for Quality Leads
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How to Optimize the Buyer Journey for Quality Leads
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Black Pearl Matrix
The Importance of the Consumer Journey for Any Type of Business:
- Optimizing the Consumer's Journey is essential for generating new qualified leads, for developing more assertive Inbound Marketing strategies and, consequently, for increasing your business' revenue. This is because identifying which stage of the buying journey the prospect is in makes the communication process clearer and more assertive to direct conversion strategies.
Learn How to Define the Customer Journey in Your Digital Business
People looking in from the outside might think that the moment of making a purchase decision is the most important part of Marketing. However, the process involved before and after the purchase is even more fundamental. Therefore, it is necessary for companies to understand and follow the customer journey.
It must be borne in mind that people do not suddenly decide to buy something or become loyal to the brand out of the blue. These decisions are constructed throughout the purchase process and the company’s relationship with the consumer.
In this sense, we will explain in depth what this customer journey is and how important it is for the development of companies and consumer loyalty. So check it out! and happy reading!
1- What is the Customer Journey?
In short, the customer journey is the entire path taken by the consumer during their relationship with the brand. That is, it ranges from the first moment he comes into contact with your brand to the relationship he maintains after the purchase.
In this journey, each point of contact that the public has with the brand is important when it comes to developing the relationship between the parties and taking the consumer to the next step. In general, the customer journey is the experience your target audience will have with your business.
2- What are the Customer Journey Stages?
An important point in the customer journey is that the company can follow all stages of a potential customer in the decision-making process. Therefore, it is necessary to know the stages of the customer journey and know what to do in each of them.
The four main steps are:
2.1 Learning and Discovery
First, this is the initial stage of the customer’s journey, where they are still a long way from making any purchases. Here, the consumer does not understand his problem very well and the company’s role is to help him find out.
The marketing challenge is to develop content that begins to teach and dialogue with potential customers about relevant subjects related to their area of expertise, but without adopting a commercial approach.
As the name of this phase already says, this is a moment of discovery – of the need, the opportunity and the company – and not the sale itself.
2.2 Consideration of the Solution
So, your potential customers are already aware of the problem and start looking for solutions and delving into the subject. Therefore, the company starts to work more focused on the pain of the consumer, presenting possible solutions for the problem.
By offering this content, the company builds an image of authority and paves the way for the potential customer to become a business opportunity, getting closer to the purchase.
At this point, the stage can have an emphasis on urgency so that the opportunity to close the sale is not lost. One can think of webinars or tutorials explaining the characteristics of a particular product or service, making a subtle offer and introducing the brand to the consumer.
2.3 Purchase Decision
Here, the customer is already inclined to close the purchase. Thus, he has to decide on the options he has to decide which solution to purchase. In this case, the company’s effort is to present the advantages of the product or service it offers.
It is also important to highlight the differentials in relation to the main competitors. In this way, sharing cases and demonstrations is a great idea to prove in practice the result generated by your company’s product or service.
2.4 Loyalty
In the latter, the focus is on maintaining a relationship with the customer in order to build brand loyalty. So use their contact information to nurture your relationship, leverage the choices they made along the journey to define the best post-purchase content. And finally, encourage them to buy more through the trust you’ve already earned.
About Black Pearl Matrix
We are a passionate team of experts that have helped businesses large and small from all around the world to capitalize on the Internet.
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3- What is the Relationship Between the Sales Funnel and the Customer's Journey?
To understand the relationship between sales funnel and customer journey, it is necessary to know what a sales funnel is. In short, it is a visual strategic model that shows the journey of the potential client, from the first contact with the company to the closing of the deal.
One of the requirements to start a sales funnel is to combine the areas of Marketing and Sales. Thus, it forms a combination of marketing tactics used to properly encourage users of digital platforms to become customers of your company.
The process is to move someone from the top of the funnel to the bottom, that is, moving a potential customer, who does not know your company, through steps that will make him a real and loyal customer. In addition, the stages of the sales funnel are directly linked to the phases of the customer’s buying journey.
The steps illustrated in the two models are equivalent. However, in the customer journey, the process is analyzed from the consumer’s point of view and, in the sales funnel, we have the company’s vision, that is, the organization’s objectives at each stage.
In this sense, the objectives of the sales funnel are:
• Attract: bring potential customers to your website or blog;
• Convert: transform your visitors into new business opportunities for your company;
• Sell: nurture and convert potential customers into customers;
• Enchant: investing in relationship and after-sales actions to build customer loyalty.
4- What is the Importance of the Customer Journey for a Company?
The customer’s journey is important because, from there, the company has the possibility of developing specific actions for each of the stages that lead the consumer to purchase. Thus, a relationship of trust and a sense of authority is created with the customer, factors that can be decisive at the time of the consumer’s purchase.
This brings practical benefits to the company. Among them we can mention:
• It helps to understand which are the customer’s points of contact and interaction with the brand;
• Segments the customer base by stage of the purchase journey;
• It helps to detect what would be the ideal experience and what your company is delivering to the consumer;
• The company is able to understand what are the priorities of its business to meet the demands and desires of consumers;
• Focuses the business on the real needs of customers at different stages of the sales funnel;
• Maps the passing criteria of the stages of the buying journey and how to reach these criteria;
• It also identifies the points on which the company must concentrate efforts and investments to make customers more profitable.
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5- Learn to Map the Customer Journey
The customer journey map is created from your choices among the different channels and interactions available – website, virtual store, social network, physical store – so that the consumer can proceed until making the final decision to buy from you.
We separate a list of the main steps that must be followed to create the customer journey:
• Know the customer;
• Define your goals;
• Do research;
• Identify points of contact;
• List your client’s actions;
• Know your client’s motivations;
• Identify obstacles in your customer’s way;
• Analyze the results;
• Create clear stages;
• Develop clear criteria;
• Create the points of contact;
• Make the necessary changes.
6- Where to Find Information to Map the Customer's Journey?
In order to map the customer journey, it is essential to know where to collect the information.
Don’t make the mistake of creating your strategies using untrue information and assumptions.
Below, we list some ways to obtain this information:
6.1 Analyze Your Business's Best Customers
Make an analysis of the entire path that your best customers have taken, those customers who have been with your company for the longest time and also those who generate the most revenue for your business.
These are customers who should serve as an example of what to do and what not to do.
After all, they are the ones who explore the product or service the most, and this must be closely monitored so that the journey can be improved over time.
6.2 Keep in Touch Before, During and After Purchase
How your prospects come into contact with the company is also part of the customer journey.
For example, whether they email or call before purchasing, contact support after purchase, etc. These are everyday steps in the relationship between customers and the company, so they need to be on the journey map.
6.3 Keep an Eye on the Performance of Acquisition Strategies
Evaluate the results of your customer acquisition strategies to find out how most of your prospects come to your product or service.
You can do this through ads, social media and apps.
Another way is landing page forms and newsletters, where you can get relevant information about users, including how they discovered your company.
6.4 Use Emails to Engage Leads
See how your prospects interact with your messages, be they emails or in-app messages.
Some metrics you can analyze are open rate, clicks and shares.
Also evaluate whether your nutrition and newsletter emails are influencing the customer’s decision.
See if your transactional email strategy is playing a part in the buying process. If so, all of this needs to go into the customer journey map.
6.5 Always Conduct Satisfaction Surveys and Ask for Feedback
One of the most obvious ways to get this information is by contacting the customer directly.
So, you can request their feedback via in-app message or via emails, using methodologies such as NPS or CSAT.
This type of research can generate important information about product evaluation and customer motivations.
6.6 Follow the Steps and Analyze the User
To make the journey map even more specific, you need to find out which pages on your site your users are visiting before, during and after the purchase.
So tracking and evaluating this data can answer many of your journey questions.
6.7 Content Marketing Results
Educational materials such as checklists, e-Books, infographics and webinars can be key in your customer’s journey.
If your company does content marketing, know that this content also helps you get data. Realize if they are in the habit of seeing these materials before contacting your sales team and if they are part of the user story.
6.8 Product Reviews and Mentions
Reviews and opinions about the product made in specialized communities and websites are very useful in the customer journey map. This requires a thorough follow-up on these channels, but it’s worth it, as these comments are very valuable to your business.
7- What is Buyer Persona?
Buyer persona – or just persona – which is a fictional character with common characteristics in the population of your ideal customers, mapping personality, preferences, age, education, position, activities, skills and everything else that is necessary for us to know how to communicate properly with this public.
In the case of SMEs, it is easier, as small and medium-sized companies tend to be very similar. The overwhelming majority lack managerial characteristics.
They usually have one of the following profiles:
• Seller: That successful seller who, out of necessity or opportunity, created a company.
• Technician: A successful technician who also, out of necessity or opportunity, set up his own business.
8- Sell to the Right Profile
Before selling, you need to identify which profile your customer fits the most (seller or technician). Knowing this, your sale needs to adhere to your client’s profile.
Depending on the situation, you will need to highlight the secondary benefits of your solution so that it is more aligned with your customer profile. For example, if you were selling business management software to a “salesperson” customer profile, you would have to praise the benefit your solution will bring in increasing sales.
FAQ – Frequently Asked Questions About Customer Journey Optimization
1. What is the importance of after-sales marketing?
Post-sales marketing is a key step in the customer service journey. This is an opportunity to build brand advocates and enable future business opportunities.
2. Why analyze metrics in the Buyer's Journey?
One of the reasons for having metrics is to help in understanding the actions that need to be taken, in addition to promoting continuous improvement based on facts and data. The truth is, when you use statically relevant data, you can understand the direction your team is taking.
3. Why is it important to focus on generating qualified leads?
Leads are customers close to a sale. It's impossible to sell your product to someone who has no interest in it. That's why it's so important to know how to generate leads: they are already a few steps away from converting into a business. Each lead generated is a sales opportunity.
4. What is the importance of communication within the Buyer's Journey?
With assertive communication, you or your company can convey information clearly, dynamically and respectfully. With it, any institution can obtain faster returns. Finally, learning to communicate correctly will make it easier to retain current customers and win new ones.
Conclusion
As you’ve seen, the customer journey serves to describe how your audience perceives their problems, needs and desires, and looks for and evaluates solutions until they make a purchase. It is essential that your company understands the entire path between the first contact, the purchase – and even after it.
Thus, you will be able to understand where your prospects are, how they behave and what you can do to make their journey more pleasant and efficient.
But this is not an easy job: to map the journey, it is necessary to research, create your buyer personas, find points of contact and, from there, define the customer’s path.
Remember that no matter how you view the map, you need to be clear about the entry points, routes and any objections that exist, as you need to base it on facts, not assumptions.
What the consumer feels, the time it takes, their actions, and any details help specify that path.
Remember that the ultimate goal of mapping the customer journey is to highlight what can be improved in the customer experience, improve your target audience’s opinion of your brand, decrease friction points and ultimately generate more results for your company.
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