Do you want to perfect your inbound marketing and continuously attract potential customers to your website instead of seeing random visitors come and go? Then integrate the concept of the buyer's journey into your marketing strategy.
You could even go a step further and say: The buyer's journey and the associated buyer personas are the foundation of your success. You will find out why this is the case and what role both factors play in marketing automation below.
What you can expect:
What is the Buyer's Journey?
Buyer Personas and Marketing Automation
What role does the buyer's journey play in automated marketing?
Tips: Correctly aligning the buyer's journey and marketing automation
Conclusion
What is the Buyer's Journey?
Today's typical "hyper-empowered customer" (HEC) does not want to be aggressively recruited. Instead of over-the-top advertising campaigns, cold calling and purchased lists for email marketing, the path to a product or service for customers in the digital age is more likely to be through the story behind it. Potential buyers who have become aware of a problem or a need are increasingly embarking on a research journey before making a purchase decision or deciding to use a service.
The Buyer's Journey represents the customer's perspective on the way to purchase:
Buyers Journey - HubspotBuyer's Journey: What phases does a customer go through before making a purchase decision? |©Hubspot
These are the phases of the buyer's journey:
Awareness Stage - Customers realize that they have a problem or a need.
Consideration Stage - Customers can identify the problem or need and find out about possible solutions.
Decision Stage - Customers make a decision for a researched solution.
The challenge for you as a marketer is to provide the appropriate argentina phone number data information that meets the interests and needs of your potential customers. In order to develop the right content for your target group, which will ultimately generate trust in your brand, it is therefore important to have a clear idea of your buyer personas .
What are buyer personas?
If you don't want your marketing to miss out on your ideal customers, you should think of them as examples. First, you need to distinguish between two approaches in marketing: the target group and the buyer persona.
While a target audience describes a segmented subset of the overall market and includes all the people you want to reach with a marketing campaign, buyer personas are semi-fictional depictions of ideal customers. A buyer persona is a fictional person who represents your ideal customer. Based on their needs, challenges and actions, you can target your marketing strategy more precisely.
To illustrate a buyer persona as a fictitious customer, you need a comprehensive profile including example personal circumstances, needs, interests, problems, desires, goals and their media usage . Finally, you want to know which communication channel you are most likely to use to contact your ideal customers in order to first warm them up to your content and ultimately to your brand.