I am a firm believer that a website is your best salesperson - tirelessly working all hours of the day and night, delivering that critical first impression and continuously dr🌊i♓ving value for your potential buyers.

In doing this, your website carries a m𝓰egaton of responsibility.

Its single greatest objective, however, is to deliver prospects the information they need, when they need it, and provide clarity around next steps. That's why understanding the buyer's journey is so important. 

There are several buyer journey models, but for the purposes of this two-part article, we’re go♌ing to explore the model HubSpot (and IMPACT) d🍷efines as the inbound buyer’s journey.  

Rather than a cut-and-dry e𓆏xpla༺nation, in part one of the article below, we’ll try to bring it to life through story and examples.

What is the Inbound Buyer’s Journey?

The in🦂bound buyer’s journey is the active research process a potential buyer goes through leading up to their purchase. As we dive in, let’s first personify an example of a potential buyer (or prospect) and craft a story around their journey.

Also, let’s understand and review the stages of this journey and what each repre𝄹sents.

Keep in mind that the actual thought and research process may be different for your buyers which is why i⭕t is imperative to go through the .

Walking Through the Buyer’s Journey

Our Prospect:

Gary is a 34-year-old Data Analyst who is tired of ♊continuously addressing the same database errors over and over again.

Unfortunately, he isn’t equipped with the right tools to manage his data quality. He’s stuck using expensive, cumbersome on-premise softwౠare. In order to complete any reasonable fixes, hꦫe must consult with the internal IT team and HOPE that they respond before any critical business decisions need to be made based on his data.

Gary is constantly being pressured by his manager around the quality of his data as a🐭 result of these issues. He knows that there’s a better way and tomorr♓ow he has set aside a few hours to begin his research for a new option.

This is the start of his journey.

Stage 1: Awareness (Top-of-the-funnel)

The first stage of the buyer’s journey is truly about discovery. Gary is aware of his data problem and heads right to Google looking for some resolution. He’s anxious to find high-level, educational content that will help him to more clearly identify both his actual proble👍m as well as some initial requirements to add🍒ress it.

Below are some ൩“Awareness” search terms he would use:

• Improve data quality testing
• Prevent recurring data quality issues
• Optimize database integrations
• Troubleshoot problem data sets

The “Awareness” stage cꦜontent will typically appea𓆏r in the following formats (among others):

• Educational Blog Articles
• eBooks, Whitepapers, Checklists, or Guides
• Infographics
• Industry Reports
• Slideshares
• Explainer Videos

Afte𝐆r absorbing several pieces of content, Gary will begin framing his challenges as well as his opportunities to solve them. With this understanding, his next step will be to begin “considering” the different solutions available.

Stage 2: Consideration (Middle-of-the-funnel)

Entering the “Conside෴ration” Stage of the inbound buyer’s journey means Gary can clearly articulate his exact problem.

For the purposes of our story, Gary has identified that the reason he is consistently plagued with data errors is because he does not have any automation built into his data quality process. He must continuously rediscover the same issues every time he runs a manual query or check again𒅌st the database. No bueno!

Gary heads back to Google to continue his research by diving deeper into solution-oriented content. He needs to know more about and compare the available approaches he can useꦫ to solve this prob🌊lem, so he’ll be using the following terms or questions in his search:

• Best data quality automation software
• Data quality automation services
• How to run multiple data queries automatically
• Automatically compare data sets
• Setting data quality objectives

“Consideration” content will typically 🍨appear in the following formats (among others):

• More specific and technical blog articles
• Comparison Whitepapers or eBooks
• Live or recorded Webinars
• Product Feature Videos

Although Gary is still most likely not in a “buy-it-now” mindset just yet, he has educated himself enough to take the next step his buying journey where the big dౠecisi💟on will be made.   

Stage 3: Decision (Bottom-of-the-funnel)

All of this🐻 effort will have led Gary to several solution provider’s websites.

Based on the content he’s engaged with thus far, he’s been compiling a hot-list of vendors he believes wil♏l be the best fit, not onl🎶y from a solution perspective, but also from a company culture perspective.

He wants to work with a vendor that:

• Have a proven expertise in the space
• Is at the right price point
• Ha꧑s proven they’🌠ve solved similar challenges in the past
• “Gets him” - They know and 🐲understand his challenge even bette🔜r than he does
• Has a beer fridge, a dog listed as an employee in their office, and tons of group pho💦tos at local charitable events

In order to actually make a decision on a particular vendor, it means he’ll have to consume additional content that not only supports his working requirements mentioned above🅺, but also appeases the Selectors, and Approvers, ie. his boss, and boss’ boss….

These pieces of content usually come 𒆙in the followi🐻ng format:

• Documented Success Sto😼ries, Case Studies, 🔥or Testimonials
• Vendor, product, or pricing comparison documents
• Live demonstrations or consultations
• Free product trials
• “About” or “Our Story” Website Pages

As we come to꧙ the end of Gary’෴s Buyer’s Journey, he’ll have built up enough trust and confidence in a particular vendor to make his ultimate buying decision.

Key Takeaways

• There is a very ♉clear and defined process for which modern buyers come to make a purchasing decision
• The three stages of the Inbound Buyer’s Journey are Awareness, Considerati🧸on, and Decision.
• Awareness Stage: Through o♔nline research, the buyer is trying to identify their own problems in a more acute and specific way.
• Consideration Stage: Once the buyer has identified their problem, they b❀egin researching specific solutions for that problem, which leads them to potential solution providers, partners, or vendors.
• Decision Stage: After engaging with enough expert, trust building conten♛t, the buyer can filter their solution provider list down and make a confident decision in who they want to work with.

Each stage of the inbound buyer’s journey requires unique content types that range from site pages and blog articles to downloadable offers and live demonstra🅠tions. 

Your website is truly your beꦺst salesperson and as such, needs to cater to the specific buying journey of your persona.

Next week, 168极速赛车平台:in part 2 of this article, we'll look at specific elements of the buyer’s journey that help create a website experience that speaks to your buyer’s needs, problems, and behaviors and how to embrace them on your website. 168极速赛车平台:Check it out here!