Buyer personas are key to creating a successful inbound business. Each buyer persona has his or her own journey to making a well-informed decision (i.e. buyer’s journey).
The buyer’s journey is comprised of three stages:
Awareness Stage: The buyer becomes aware that they have a problem.
Consideration Stage: The buyer defines their problem and considers options to solve it.
Decision Stage: The buyer evaluates and decides on the right provider to administer the solution.
Name a brand that you’re a buyer persona for. What does your journey look like to doing business with them?
Product Covid Vacccine: Pfizer.
Awareness stage: researching on what it is and how this works.considering different vaccines available.
Consideration: Approaches family GP to better understand, talks to people around friends and family and decides.
Decision: Gets the jab done.
Buyer sees oral history already produced on social media. They start feeling they want to tell their story too, especially if they are older.
Buyer goes to my website and peruses more of the stories. Decides to message me for an interview opportunity.
I talk to them and convince them to do the interview, and set up a time.
Video or podcast is produced, and draft sent to them.
They give final edits and it goes live
Sunbasket food delivery service
Awareness I find grocery shopping stressful so I start looking at food delivery meal services
Consideration I look at the various online grocery stores blue apron and other services
Decision I heard about sunbasket on a podcast and I liked their mission and ease of use on the app I also like the friendliness of the brand so I selected them
I think the Consideration Stage would better define my stage at the buyer’s journey, as I am in the research process of finding the best tool to collect data (emails/phone numbers/ and mobile phone) for potential prospects. and it has to be a tool that can be integrated with my Sales outreach tool, as well as the CRM I am using.
Awareness Stage: Small business having a problem to market their products.
Consideration Stage: They thought of creating a Facebook page that will upload various graphic designs that highlighting their products and its features.
Decision Stage: Attend CNA webinars on how to establish a good visuals and/or illustrations, also have the knowledge on how to market their brand online.
Awareness: I want a new fanny pack so I can more easily carry my stuff
Consideration: Check local stores and other brands, compare prices and styles and company missions
Decision: Ultimately choose which pack to buy based on the company’s mission and overall purpose, as well as their colorful options, bag capacity, and price point
Awareness Stage: I become aware that my air conditioning unit is not working properly and I am expecting a long hot summer!
Consideration Stage: Research Central Air Condition Equipment, Units, Tonage , requirements and price required to replace my current aic conditioning unit and ensure my home is cool on hot days.
Decision Stage: Get a list of HVAC Companys , get evalusation and quotes from each vendor, then pick a company to perform the work.
Awareness: Replace old phone with latest and most cost-effective model
Consideration: Searched options on Amazon, Flipkart and offline shop. Checked camera , battery and memory requirements and compared all the available models in the budget range.
Decision: Purchased latest launched flagship model through Flipkart at discount.
Clean & Clear skin product, particularly the cleanser
Awareness stage: I have a good skin and I’ve never struggled with acne and so never paid much attention to face care routines. However, I began to notice my face was getting rough (not acne but just rough) and looked dry too.
Consideration stage: I began to read about it and realized that I needed a skin care routine and even though I wasn’t struggling with acne, I still needed one to better take care of my face, more like for nourishment and maintenance.
Decision stage: Upon browsing, I came across different facial products but I was particularly looking for a cleanser that could serve as both cleanser and toner. I find it stressful to do long facial routines, I’m busy and I’m not that enthusiastic about is so one product for two functions was a great option. I tried a product (it was cheaper) but I didn’t get what I wanted and then someone told me about clean and clear cleanser and though more expensive, I still got it and I’m satisfied.
Clean &clear didn’t market to me directly but indirectly through word of mouth which is an effective form of marketing.