The Buyer’s Journey or buyer’s journey it is a process in which he embarks a user from when he has a need until he definitely buys a product or service to satisfy that need. The Buyer’s Journey is built step by step by a company so that its target audiences go through it. It works as a framework for the methodology of .
Stages of the Buyer’s Journey
The Buyer’s Journey is made up of three stages, which may vary from one sector to another. The path a user travels in B2B markets it is different from B2C. The classic stages of this process are:
- Discovery: The user realizes that he has a problem and that he must solve it by purchasing a product.
- Consideration: the user investigates his problem and the possible solutions that he can find in the market.
- Decision: You are already determined to invest in a solution that meets your need.
Ruben Cane He explains it in this video:
To understand it better, let’s see an example of the stages of the Buyer’s Journey applied to a cosmetic e-commerce and a girl named Lucia.
1. Buyer’s Journey: Discovery
Lucía is 20 years old and her face is full of acne marks. She has tried many creams that have made her situation worse. She also has hypersensitive skin with redness. That will be her search on the Internet for her: “why does acne appear” or “why do I have hypersensitive skin”, and on them, and those needs, the brands must act.
2. Buyer’s Journey: Consideration
Lucía has been researching possible solutions on the Internet, in cosmetic product blogs and beauty magazines. She is desperately looking for a cream that removes her spots and does not irritate her delicate face and she is assessing which product is more suitable. The search for her can be “how to treat acne on sensitive skin”, or “acne creams for sensitive skin”.
3. Buyer’s Journey: Decision
You already know that it is convenient for you to use natural cosmetic creams that are kind to your skin. He is concerned that his budget is only 25 euros. After several hours surfing the Internet, she finds andThe blog of a dermatology expert who recommends the BBB cream for sensitive and acne-prone skin. The article convinces her. Lucia makes a decision. She makes the purchase in the BBB online store. And in 48 hours she will have the shipment in her hands. Lucia’s journey, whom we can consider as our is a hypothetical situation that is repeated in real life billions of times, and every day. You and I, we all do more or less the same process to buy plane tickets, shoes, appliances, clothes… The cosmetics store -in this case- It has the role of putting in Lucía’s path the contents that convince her that they have the ideal products to solve her problem. So when Lucia does her research, she finds information in different sites and formats that point to BBB as a brand to trust. Something that must be done through a suitable content offer for each case, which can come through formats such as blog posts, ebooks, whitepapers, comparisons or product demonstrations. Everything you need for your client complete their Buyer’s Journey… with you.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus