Jul 11, 20215:39 PM - edited Aug 12, 202110:03 AM
HubSpot Employee
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?
Buyer's Journey for an E-commerce site that sells supplements and wellness products
- Awareness Stage: Buyer has become aware of certain health symptoms that affect sleep, eating, and energy levels.
- Consideration Stage: The buyer now has researched what could be the cause and landed on a blog post about vitamin deficiency on our website. The article states potential causes of vitamin deficiency that the buyer experiences and suggests multiple supplements that might improve energy levels, sleep, and wellness.
- Decision Stage: After reading the article, the buyer decides to purchase the supplement suggested in the article
This happened to me recently: Awareness: I know I want to buy a new contour stick, but the brand that I have been purchasing from does not have that product anymore.
Consideration: After looking for it in different stores, I realize that I have to choose a new product from a different brand. I try to think of anything that I saw in commercials, heard from a friend, etc. Unfortunately, nothing that I have heard of is in the store I am currently in, and it is kind of urgent to buy the contour stick. Decision: After looking for a few minutes, without finding one from the brands I know, I choose one that has a shade for me and a nice packaging. Conclusion: The chosen brand has done absolutely nothing, it was just in the store and with the right product for me. It is important to know what your buyers might want to purchase and where, beacuse non of the "quality brands" had something even a little close to what I needed, and I consider myself a typical young woman who buys basic makeup for a daily routine in a local drug store.
awareness:I first learned about HubSpot through a coach who recommended the company's inbound marketing, as an upcoming marketer, i made research and got positive reviews so i decided to try out
Consideration:I signed up for a free trial of HubSpot academy and was granted, i explored further and got impressed by the site features.
Decision:I decided to invest my time in HubSpot's academy and enrolled for my class. I was confident that the classes will help me build the required skills i needed effectively.
The Clorox Bleach company - With house cleaning I use alot of this product, I would need to put together a presentation or show them that if they did business with me it would not just benefit me but them as well, I am an equal opportunity person what's good for me is good for the other. To me it would be a good expanding opportunity, chance for them to make more money.
Awareness Stage: A marketing director managing a small team is looking for a CMS that can automate tasks and is looking for writing and editing support for blog posts. Consideration Stage: The director views our website and sees that we are a certified HubSpot partner and that we can get them set up with HubSpot CMS. They also see that we offer copywriting and editing services. Decision Stage: The director reaches out to one of client consultants to schedule a call. They ask for a HubSpot CMS product demo and for case studies. Our consultant sends those and gets the meeting scheduled.
Awareness, the buyer has recently become a bit self conscious about how their body has changed over the years, they have gained weight , they're clothes are tight, their stregth isn't how it used to be a a quck flight of stairs reminds them how unfit they are.
consideration, the buyer decides for their health to make a change, and there are so many options how! Pilates, morning walks on the promenade, they could go hiking, join the gym. Or they may even think they need to go on a diet.
Decision, having spoken to friends and giving it a lot of personal reflection, they realise in order to stick to their goals they really need a private space surrounded by motivation withoput distraction. The gym is the answer. But there are so many different gyms out there, they want to attend one their friends can already vouch for, that is close enough to home to be easily accessible, and where possible any extra perks such as convenience or variety are extra beneficial to their choice
As a buyer persona for HubSpot, here is my journey.
Journey:
Awareness: I first learned about HubSpot through a colleague who recommended the company's inbound marketing software. Then I did some research online and read positive reviews from other marketing professionals.
Consideration: I signed up for a free trial of HubSpot's software and was impressed by its features and functionality. I also attended a webinar hosted by HubSpot that provided valuable insights into inbound marketing strategies.
Decision: After the free trial, I decided to invest in HubSpot's software and signed up for a monthly subscription. I was confident that the software would help me streamline my marketing efforts and achieve my goals.
Post-purchase: I received onboarding support from HubSpot's customer service team, which helped me get started with the software. Until now I always attend additional webinars and read blog posts to stay up-to-date on the latest marketing trends and best practices.
I needed a CRM and a platform that could support my new business startup with the tools I needed to reach my ICP's. I assessed my normal watering holes of Zoho and SF, etc but they're to bulky, expensive or fragmented, I found HubSpot's inbound methodology as a potential cure through partner websites, and helpful free marketing and sales assets. Assessing the available options, I opted for hubspot as I asligned and identified wit their culture, methodology and approach to business.
Nike is a company that I know I have a problem saying no to.
Awareness Stage: I go to the front door and see a couple of boxes of shoes I forgot I purchased.
Consideration Stage: Realizing the amount of money I spend on shoes and knowing where else that money could go to help put my family and myself in a better situation is what I consider.
Decision Stage: I started a budget that I am strict about and plan on sticking to better help with future endeavors.
Meet Jamil, a 45-year-old CEO of a medium-sized processing firm. Jamil's main goal is to improve the efficiency and quality of her production process. She encounters challenges such as obsolete equipment, high maintenance costs, and low customer satisfaction.
Awareness stage: Equipment is faulty and causes a lot of problems including delays, errors, and waste.
Consideration stage: She identifies the problem as a lack of automation and integration in her production process.
Decision stage: Jamil evaluates and decides on the right provider to administer the solution.
A buyer's journey for a person looking to subscribe to a virtual assistant service provider:
Awareness Stage:
High Achiever Jennie, a 32-year-old woman, has recently decided to start focusing on their side hustle. She has never had a virtual assistant before and is not sure if and where to start. She starts researching online to learn about the different types of resources available to help her get started on her business.
Consideration Stage:
After conducting some research, Jennie has a better understanding of how to get started and has identified some areas where she needs support from a virtual assistant, such as marketing and sales. She starts comparing different service providers and models to find the best option for her.
Decision Stage:
Jennie has narrowed down her options to two different providers that meet her requirements and are within her budget. She gets on a call with a sales rep to get a feel for their business and how they operate. After engaging with both and feeling them out, she decides to purchase a month's subscription to one of the providers.
Post-Purchase Stage:
After testing out the service provider, Jennie begins using the services for email correspondence and marketing plays. She is pleased with how the work is coming out and the pace of work getting done weekly. She leaves a positive review online for the brand and recommends the provider to her friends who are also looking to get help on their side hustles. She also plans to upgrade the subscription tier as more revenue and work increases.
Here's an example of a buyer's journey for a person looking to purchase a new pair of running shoes:
Awareness Stage: John, a 30-year-old man, has recently decided to start running to improve his fitness level. He has never owned a pair of running shoes before and is not sure what to look for. He starts researching online to learn about the different types of running shoes available and what features he should be looking for.
Consideration Stage: After conducting some research, John has a better understanding of the different types of running shoes available and has identified some key features he wants in his shoes, such as good arch support and cushioning. He starts comparing different brands and models to find the best option for him.
Decision Stage: John has narrowed down his options to two different shoes that meet his requirements and are within his budget. He visits a local sports store to try on both pairs of shoes and get a feel for how they fit and how they feel when he runs in them. After trying them on and testing them out, he decides to purchase one of the pairs.
Post-Purchase Stage: After purchasing his new running shoes, John begins using them for his daily runs. He is pleased with how comfortable they are and how they support his feet while he runs. He leaves a positive review online for the brand and recommends the shoes to his friends who are also looking for running shoes. He also plans to return to the same store in the future to purchase his next pair of running shoes.
A brand that I am a buyer persona for is Nike. My buyer's journey for this brand typically begins with realizing my need for new tennis shoes. Next, I search for shoes in the same category (i.e., Running, Casual, Lifting). This search is where I begin to compile a list of potential candidates to solve my problem. Once complete, I weigh all my options and choose the shoe that best fits my needs and style.
I recently went through my first buyer journey with West Elm. I've been aware of West Elm for years, but it always seemed a bit high-end and unnecessary given more economical options in closer proximity to my daily life. As it turns out I ended up noticing a new location closer to me than ever before and thought I'd just look after another errand. During that same period of time, I'd recently become aware of a need for the bowl plates that are now on the market for a dinner. (awareness stage) During my visit to the West Elm store, I came to realize that they had an option in stock. After looking at a few other options online, I quickly realized that they were an affordable and durable option. (consideration stage) Finally, I decided that the item filled by problem, was a viable solution (one that I could have 'today' and check off my to-do list, and one that I genuinely liked for additional measures (color, weight, height, etc) and chose to purchase them. (decision stage)
in my case, we have to advertise the product and then they will think about it and they will say that please come tomorrow and will let you know I we are going to take it or not, after this, some of them will get converted into the leads and not even think about the same this seems that our company hasn't defined buyer persona.
Iphone: As a android user, I am constantly contemplating between staying in the android or jumping into the i phone services. For me its about adaptibility and user friendly. If i cannot navigate the phone easily i will not spend 1400 on a phone. That is my pain point.
Buyer Persona: Sarah, a 28-year-old professional who wants to get in shape before her wedding.
Awareness Stage: Sarah realizes she needs to get in shape to feel confident on her wedding day.
Consideration Stage: Sarah researches fitness options, such as gyms, personal trainers, and home workout programs. She evaluates the benefits and drawbacks of each option and considers her budget and schedule.
Decision Stage: Sarah decides to purchase an online fitness program that offers personalized meal plans and workout routines based on her goals and fitness level.
Brand: Beachbody
Awareness Stage: Sarah discovers Beachbody through a social media ad or a friend's recommendation.
Consideration Stage: Sarah reads online reviews and watches testimonials from other Beachbody customers. She compares Beachbody to other fitness programs and evaluates the variety of workout options and the level of personalization offered.
Decision Stage: Sarah decides to purchase Beachbody's on-demand subscription, which provides access to hundreds of workout programs, nutritional support, and a community of like-minded individuals. She feels confident in her decision because she believes Beachbody offers the best value and aligns with her fitness goals.
I have been recently receiving targetted ads from a company called Lumi who produce Ice baths.
I have been super impressed with their content production at the "Awareness" stage, every day I am seeing an ad for a product which fits my lifestyle.
They are focusing on the recovery benefits for sports people, reducing the inflamation cause during workouts as well as the mental health benefits. They have not only identified me as a buy persona but they have created content which appeals to me, focusing on the fact they somehow know I play sport and am susceptible to aches and pains. I am now in the Consideration phase.
