Hey 👋
In today’s Newsletter, I talk about the buyer’s journey.
The buyer’s journey is a conceptual framework used in marketing and sales to understand and guide the process that a potential customer goes through when making a purchasing decision.
It is typically divided into three main stages:
- Awareness
- Consideration
- Decision
Here is an example of how this works:
You have been working hard this year on a new project, and it’s been challenging and highly stressful.
This is the ‘Awareness Stage’, when you realise you’re stressed.
You say to yourself that you need to book a holiday to relieve this stress, and that’s when you enter the ‘Consideration Stage.’
Next, you typically question whether you should use a travel agent or something like Booking.com or Airbnb. This is the ‘Decision Stage.’
We all go through this same decision-making process, and it doesn’t matter whether we buy a car, a dog or a new computer.
So now you know about the buyer’s journey, here’s how you can help the buyer choose you instead of your competitor.
The Awareness Stage:
Put yourself in the buyer’s shoes.
What would they search for when they realise they’re feeling stressed?
Example:
• Stress Causes
• Stress Symptoms
• Am I Stressed
• How to Relieve Stress
• Ways to Relieve Stress
With this information, you start creating content that answers the questions they ask.
Example,
You could write a blog titled:
‘5 Causes of Stress and How to Relieve it.’
And what will one of those 5 ways to relieve stress be?
You guessed it, A HOLIDAY!
This process can be repeated for each stage of the buyer’s journey.
Example,
Some may search for stress-relieving locations, in which they find your blog post title:
‘Top 10 Holiday Destinations for Relieving Stress 2023’
Or,
‘7 Questions You Need to Ask a Travel Agent Before Booking Your Next Holiday’
Or,
‘The 5 Best 4-Star Hotels in [STRESS RELIEVING LOCATION]’
This is how you put the right message in front of the right person at precisely the right time.
Chat next week
Jon
