January 12th, 2018

The Buyer’s Journey: Understanding the Different Points in the Buying Process and How to Meet your Consumer Halfway

by Katelynn Watkins

We do it every day: at grocery stores, online, even sometimes from our office computers. Everyone makes purchases, whether you’re shopping for a new television or for a favorite brand of orange juice at your local market. The question is, how often do you really take the time to think about how you get from the parking lot to the item in question, then from the checkout phase and into someone’s home?

If you haven’t, you could be missing a golden opportunity to get inside your consumers’ heads and up your business’s sales game. This is where the buyer’s journey, a three-part cycle through the purchasing process, comes into play.

Awareness

It’s during this first stage that a consumer assesses his or her needs and what takes priority. What is there to gain by taking the plunge and choosing one product over another? To lose? At this point in the purchasing process, it’s about catching a consumer’s eye and making your product stand above the rest, making it harder for someone to turn away without at least thinking about how much easier his or her daily routine would be if it ended up in the shopping cart.

Consideration

When in consideration over whether or not to make a purchase, buyers often already have an idea of what they want. At that point, it’s all about applying any research they’ve put into the general product to use and narrowing down their options to the cream of the crop. This is where we as a marketing agency have the chance to really show our stuff; with all of our work in preparing digital and traditional ads, pushing social media blasts, and making sure product pages on your website are up to date, we can ease the way to informed decision-making – and even make the researching more fun from the start!

Decision

By the time a consumer has reached the stage of decision-making, he or she basically knows exactly what to look for in a solution to whatever challenge or conundrum there is to address with a purchase. This part is essentially the last comparison, the last round of deliberation between one product over another in terms of features and usability. What do they like about your item versus another? What aspects make it the better buy rather than your competitor’s model?

At the end of this cycle, it’s all about what product made the lasting impression and eventually ended up going home with your consumer. A quality item combined with a stellar promotional campaign typically helps to meet this end, so if you and your marketing team did your jobs correctly, then your product probably came out on top! Even if that wasn’t the case, though, there are plenty of ways to tap into that consumer mindset and use the buyer’s journey to your advantage. For starters, consult with your marketing team and find out what strategies do and don’t seem to be working.

If you find that you need more input, contact us for a consultation and strategy session, and we can then lend a hand in implementing a marketing plan for you and your business. You can master the buyer’s journey, and Sage Island’s team can help!

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