The Buyer’s Journey

The Buyer’s Journey is a model inbound marketers use to ensure their content has context. The internet has changed the way people buy.

Now we research and educate ourselves online before we make a purchase. When you understand and utilize the Buyer’s Journey, people searching online for your services will find your business organically.

It’s the formula for getting found on Google.

Appearing in the top results of a Google search should be your priority if you want to succeed in today’s digital market. The Buyer’s Journey is so effective because it ensures you have great content available for each stage of a potential customer’s research process.

What is the Buyer’s Journey?

They Buyer’s Journey is the active research process a customer goes through leading up to purchase. It’s a model designed to keep the buyer’s behavior central to your marketing efforts.

When you create content that follows the Buyer’s Journey, you’re influencing their research process. Prospects become familiar with your brand and associate you with the services they need, so you’re at the top of their mind when they’re ready to act.

The 3 Stages of the Buyer’s Journey

1. Awareness

They are expressing symptoms of a problem. They can’t yet name their problem, but they are attempting to diagnose it through research.

2. Consideration

They have identified their problem and are now looking for solutions. They deepen their research to find and understand the best available solutions.

3. Decision

Now they are starting to look at possible vendors. They have a solution or strategy in mind, and they are narrowing their options through even deeper research and comparison until they ultimately make a final decision.

How Do You Use the Buyer’s Journey?

At TPM, we craft your content strategically so you meet the buyer at their points of need and interest.

Here are examples of content types appropriate for each stage:

Awareness – Framing & Educating

  • Analyst Reports
  • Research Reports
  • eGuides & eBooks
  • Editorial Content
  • Expert Content
  • White Papers
  • Educational Content

Consideration – Comparing & Evaluating

  • Comparison White Papers
  • Expert Guides
  • Live Interactions
  • Webcast/Podcast/Video

Decision – Testing & Interacting

  • Vendor Comparisons
  • Product Comparisons
  • Case Studies
  • Trial Download
  • Product Literature
  • Live Demo

57% of a prospect’s buying decision is complete before that prospect’s first contact with a supplier.

Total Product Marketing Speaks to Each Stage of the Buyer’s Journey

Here are some examples of how we reach potential customers with the content they’re searching for every step of the way:

By publishing content that addresses your potential customer’s questions at every phase of research, you can be found on Google quickly and organically.

This wealth of content is also a valuable tool for your sales team. The Buyer’s Journey helps you focus your content marketing efforts to reach your ideal customers and engage today’s educated buyer. Prospects are as far as 70% through the decision-making process before they reach out to vendors; if you’re not actively courting them with valuable content during their crucial early research stage, chances are they’re going to contact someone else.



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Talk a Buyer’s Journey Expert Today

If you’d like to create a marketing strategy that speaks to the entire Buyer’s Journey, start by taking inventory of all your content. Download a free Content Inventory Worksheet here.

And when you’re ready to take the next step toward nurturing leads and engaging buyers, our team is always here to help. Get in touch with us at Total Product Marketing today.

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