The Buy Cycle is the journey a consumer takes when deciding to buy a product. Many factors contribute to the decision making process. Having the right content at the right place at the right time means understanding how a consumer discovers your product or service and giving the them the information they need in order to buy.
The Introduction: The introduction to your product is designed for a consumer that is not aware of your product or service and highlights key differentiators for your business. At this point we define the problem. If your product or service is solving a problem that the consumer has they are more likely to buy. This is the first stage of the journey:
The consumer becomes aware of a problem they need to solve or a desire that they have to purchase a product.
This awareness can come from frustration.The desire can come from seeing something that they like in a magazine on instagram or in everyday life. This leads to the next phase information gathering.
The consumer begins to research the problem or desire looking for a solution or offering that fits the need and the budget.
Once information is gathered the consumer is looking for comparison and personalization. The thought “which one is right for me” comes into play.
The consumer seeks options and makes comparisons.
The consumer then makes a purchase.
Define your Buying Personas: To understand the journey your buyers take, you must first understand who they are. There may be more than one type of buyer with a unique set of circumstances. Understanding psychographic and social triggers will help define what will resonate with the consumer.
Understand the Journey Your Buyers Take: Once you understand who your buyers are, the next step is to figure out how they progress through their individual buying process. Look at where they are gathering information, who they are influenced by, and what factors come into play in the process.
Map Content to the Buyer’s Journey: Once you have your personas and the journeys worked out, the next step is to map content that addresses the challenges they face at each step in the process. The goal of the content should be to sufficiently address the buyer’s challenge such that they feel confident about moving on to the next stage in the process, and help them to transition into the next stage.
Share and repeat: Engaging consumers to become a repeat customer or refer to friends empowers the customer and strengthens your brand. This completes the Buy Cycle.
At different stages different content is needed. Our Discovery Process helps to define what the consumer is looking for at each stage and where they looking so that content implementation will have lasting impact. At SFTA Creative we take the time to understand your unique business and your customer. Each buyer’s journey is special. Let’s explore yours.