End of the funnel: the acquisition
Once you get a customer through the funnel, you might think it’s time to put up a “Thank You” page and be done with it, but this is the most crucial part of the funnel. Just because they converted doesn’t mean you can keep them.
The problem: Leads are converting, but other post-conversion metrics like returning visitors, additional orders, and email click-through rates are down.
What should you do? This is where you should continue to fuel your sales funnel efforts by delivering relevant news, case studies, and suggestions that reinforce the great deal or decision the customer made.
It’s all too easy to let lead nurturing and relationship building fall by the wayside in favor of more leads and more traffic. But today’s customers crave personalization, support, and relationships with brands, and they actively seek them out to integrate into their lifestyles. Don’t discount their loyalty!
What is the Buyer Journey?
The buyer's journey, or Buyer Journey , as it is called in English, is used to define which stage of the purchase, TOFU, MOFU, BOFU, your potential client (your buyer persona ) is in. Based on what exactly this person is looking for, it is possible to fit them into a certain moment of the purchase. It seems magical, right? But it is not. It is actually the result of a very well-crafted Inbound Marketing strategy.
Likewise, the buyer's journey is the process your buyers go through to learn about, evaluate, and purchase a new product or service.
Awareness Stage: The buyer realizes they have a problem.
Consideration Stage: The buyer defines his or her problem and manufacturing email list researches options to solve it.
Decision Stage: The buyer chooses a solution.
The following graphic illustrates a buyer's journey, trying to make the simple decision to visit the doctor, because he or she is sick.
In the conscious stage, the person realizes that he or she has a sore throat, fever, and is in pain (he or she has a problem).
In the second stage (consideration) you already know that you are sick and you wonder what your options are to get better (you look for options to solve your problem).
In the last stage, you already know what your options are, visit your primary care physician or go to a clinic. You then compare the options and make the decision.
As you can see, this is a simple buyer journey example, but it graphically shows what a buyer can do at each stage. Now it's time to define yours.
How can you define your company's buyer journey?
If you don't have an intimate understanding of your buyers, conduct some interviews with customers, prospects, and other salespeople in your company, so you get a sense of the buying journey.