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<\/p>\nThe Buyer\u2019s Journey is the process a buyer goes through to make a purchase. Each stop on the buying journey identifies the intention of the searcher. Now leverage this intention. Highlight how your company provides the best solution for the searcher.<\/p>\n
The Journey starts with the identification of a need\/desire. Desire leads to curiosity. Curiosity creates questions. Questions cause the customer to grab their phone to look up the answer.<\/p>\n
Intent flows in a cycle:<\/p>\n
1. Research Intent \u2013 Customer has a question, need, or curiosity
\n2. Compare Intent \u2013 Point out what makes your solution the best option
\n3. Buy Intent \u2013 Closing the Sale
\n4. Succeed Intent \u2013 Keeping the Customer through after-sale support<\/p>\n
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Questions and answers have a funny way of moving a person from one place to another without ever noticing the scenery change.\u00a0 This is the natural motion that you need to copy in your website design and content.<\/p>\n
How?<\/b><\/p>\n
Solve the customer’s problem in each stage of the journey.<\/p>\n
Create a written asset like a how-to article or comparison page that educates the customer about their problem. Then offer the solution that highlights your product or service. Phrase the solution in terms of the intent of the question being asked.<\/p>\n
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These are typical questions a potential buyer will ask in each step of the buying journey.<\/p>\n
1. Research Intent \u2013 Do I need accounting software? How does accounting software work? Is Freshbooks easy to learn?
\n2. Compare Intent \u2013 Freshbooks vs Quickbooks, Which software works best for small businesses?
\n3. Buy Intent \u2013 How much does Freshbooks cost? Does Freshbooks offer a free trial?
\n4. Succeed Intent \u2013 How do I change vendor addresses? Does Freshbooks have only tutorials? Can I import my existing information from old software? Is there a tech support line?<\/p>\n
Zig Ziglar said, \u201cYou can get everything you want if you help enough people get what they want.\u201d<\/p><\/blockquote>\n
Leveraging the Buying Journey<\/h3>\n
Now write a web page that answers each question in each stage of the buying journey. Create (and maintain) pages to answer these questions and satisfy the intent. These pages include (but not limited to):<\/span><\/p>\n
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- Articles &\u00a0Blogs<\/li>\n
- Product pages<\/li>\n
- Comparison Pages (HINT:\u00a0 If you don’t have one, your competitor will. Goodness knows what they said about you.)<\/li>\n
- \u201cHow to\u201d style videos<\/li>\n
- Lead magnets<\/li>\n
- Landing pages<\/li>\n
- Sales pages<\/li>\n
- Customer support pages\/forums\/testimonials<\/li>\n<\/ul>\n
Make sure that you ALWAYS<\/b> include a way for the Buyer to move to the next phase on EVERY<\/b> page. Make it obvious!<\/p>\n
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Take-aways<\/h3>\n
Good content moves your customer through each phase of the Buying Journey. Great content does it without your customer leaving your website.<\/p>\n
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- Design everything you do to anticipate the needs, wants, and desires of your customer.<\/li>\n
- Satisfy their needs and solve their problems with your products\/services through each stage of the buying journey.<\/li>\n
- Use search engine optimized (SEO) content to transform the potential buyer into a life long customer.<\/li>\n<\/ul>\n
Want to leverage the buying journey to propel your business forward?<\/p>\n