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For many marketers this may sound complicated and seem like a waste of time, especially when they have to work immediately on each project, but if you do not give priority to this very important process, it is likely that all the efforts to attract new leads through the blog or online advertising will lose their true purpose and never convert visitors into real clients.
Remember that the essence of your brand or product is in the value it gives to your Buyer Persona , and that is why it is essential that every Inbound Marketing strategy is developed thinking about the solution you can offer to the problem that your ideal client presents. In this way, you will not only complete the Purchase Cycle , but you will also stand out with a differentiating element compared to your competition.
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Now, it's time for you to work on each of the stages of the Purchase Cycle that your Buyer Persona will experience with the content you offer them.
The first thing you should know:
Your Buyer Persona is browsing through search engines and begins to discover thousands of options that concern him and make him feel a need.
This need becomes part of the First Stage of the Buyer's Journey , we will call it “Discovery” or “Awareness” (TOFU)
Once the Buyer Persona names that need, he will then be aware that he must find a solution or answer, and this is where he moves on to the Second Stage of the Purchase Cycle , known as “Consideration” or “Consideration” (MOFU).
Finally, your ideal client must make a decision. He has already done an exhaustive investigation of all the options available to solve his problem, but he is not satisfied with the first thing he finds. On the contrary, this is where his search is more specific. Therefore, he has the last word to make the purchase in this stage called “Decision” or “Decision” (BOFU).
Gleanster Research indicates that 50% of qualified leads may not be ready to make a purchase. This means that even though your potential customer may be ready to take action, they are patient because they want to find quality, differentiation and personality in the brands they choose.
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It's not enough to just create attractive content; it's essential that you work on each phase of the Purchase Cycle process and that you don't get lost after the purchase is made. Remember that Inbound Marketing encourages the creation of a bond with your Buyer Persona. He could be your new Brand Ambassador if you put your mind to it!
So what are you waiting for to make that happen throughout your Purchase Cycle?
We present a graphic so that you can better understand each important aspect of the Purchase Cycle, and how to guide your Buyer Persona to complete the path that you have strategically mapped out.