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Introduction to The Buyer’s Journey

This step dives deeper into this process and helps you understand the context around your audience, regardless of the industry.
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After looking at the number of marketing channels available to you, how do you construct a plan utilizing the SMART goals methodology? And how do you conduct to research? Now, it’s time to examine the buyer’s journey. The buyer’s journey is the process a consumer goes through before purchasing a product or service. This process can look different depending on the industry or product you are associated with, but generally has five main stages from awareness to retention, and is commonly visualized as a funnel. When you target an audience, you have to consider where in the buyer’s journey this audience sits. Do they already know your product? Have they tried it before? Have they ever purchased from your competitors brand?
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What do they think about your brand and product? What are the pain points that will prevent this audience from purchasing your product? Understanding the context around your audience and the elements needed to move them down the funnel are critical for successful digital marketing strategy. Their place in a buyer’s journey will influence the media you choose to communicate with them. The idea is to uncover insights and use them in your digital marketing strategy to move you audience through the stages of the funnel. You should aim to create your own buyer’s journey based on research. Adding precision to the general model we are going to see in the next few slides. This is deeply rooted in the inbound methodology.
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In other words, how to attract a highly-qualified audience by providing the necessary tools for their decision-making process. Now, let’s take a look at the different stages in the buyer’s journey.

The Buyer’s Journey is a model used to describe the process a consumer goes through before purchasing a product or service. This step dives deeper into this process and helps you understand the context around your audience, regardless of the industry or product you are associated with.

Philippe Polman
Philippe is a digital engagement specialist with extensive experience helping clients to create and manage deeper, more personal relationships with their target audiences. In previous roles, Philippe has designed and executed international communications programs focused on internal communications, UX, brand management, media engagement (traditional and digital), investor relations, and corporate positioning. More recently, he has founded his own aviation consultancy business, which combines both his passion and experience for the aerospace industry.

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