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How to Align Email Marketing to The Buyer’s Journey (With Examples)

April 12, 2017

By Today’s Industry Insider


Online search has changed everything.

Years ago, acquiring a customer online was easy: reassure the potential buyer your product is the best on the market and push for the sale.

Not anymore.

Today, consumers can research a product online, compare brands on cost, reputation and more, and decide which provider is best for their needs.

This progression—from becoming problem-aware to making a purchasing decision—is called the buyer’s journey…

…and it’s one of the most important marketing concepts you need to be familiar with.

With 67% of the buyer’s journey now completed digitally, it’s become more important than ever to mail campaigns that educate, inform and most importantly, nudge your prospects into taking action (read: purchasing your products).

And yet:

Identifying the buyer’s journey is a real challenge for most marketers.

A recent survey by DemandGen found 61% B2B business owners cited developing targeted content by buyer stage/interest as one of their greatest challenges in nurturing leads:

Much has been written already about mapping the buyer’s journey to content marketing and paid traffic, but nothing, to my knowledge, has been written about what to do after a visitor has subscribed to your email list.

So, in this article, I’m going to show you how to map your email marketing campaigns to the buyer’s journey, how you can match the right offers to the right prospects at the right time, and of course, how to develop lifelong relationships with your existing customers while doing so.

What is the buyer’s journey?

According to HubSpot, the buyer’s journey is the active process buyers go through to become aware of, evaluate, and purchase a new product or service.

This journey, depending on who you ask, ranges from three to fifteen stages. In this article, we’re going to focus on the three most important stages:

  1. Awareness
  2. Consideration
  3. Decision

The buyer’s journey (otherwise known as the customer journey) is often represented as a funnel-shaped process which comprises the above stages, from lowest purchase intent (awareness) to highest (decision).

In the image below, it’s further expanded in six stages, with the first (awareness), third (consideration) and sixth (purchase) stages corresponding with the three in the image above:

funnel-image-single-grainImage Source

It’s important to mention here how you communicate with your prospects will vary depending on which stage of the buyer’s journey they’re in.

What’s more, depending on the market you’re in and how far along a prospect is in your funnel, a potential buyer’s journey can last anywhere from three months to a year.

Offering potential buyers exactly what they’re looking for according to how far along they are in the buyer’s journey gives you the highest potential to convert them.

Let’s discuss how to do that.

Part 1. Awareness

Imagine, for a moment, you’re experiencing back pain.

Unaware of what’s causing it, you turn to Google and type in, “Why do I have a bad back every morning?” Your goal, at this stage, is to educate yourself as much as possible and put a name to your ailment.

After reading a few articles …read more

Source:: Kiss Metrics Blog