Your potential customers for security services can be event driven for home security and guard companies, while the sales cycle for systems integrators can be very long. How to keep your company relevant and engaged during short and long sales processes can be quite a challenge.
To understand how to effectively market to your potential customers and clients requires recognizing and embracing the modern consumers method of arriving at a purchasing decision. This process is called “The Buyers Journey”.
In part 1 of this series of understanding the Buyers Journey, we’ll take a quick look at the three initial stages that most buyers step through before they become (or not become) your customer.
What is The Buyer’s Journey?
The buyer’s journey has changed, and unless your marketing strategy adapts to meet the potential customer where they are at this very moment in the journey using a strong and consistent inbound marketing strategy, they will remain only potential customers.
Understanding the buyer’s journey is a marketing imperative, and Ignite wants to give you the upper hand with this insider’s guide to the buyer’s journey.
Understanding The Stages Buyer’s Journey
Stage 1: Awareness
The point at which the buyer becomes aware that they have a problem that needs solving. The buyer engages content editorial and educational content such as blogs, eBooks, eGuides, and research reports to gain information.
Stage 2: Consideration
The buyer has a clearly defined idea of the problem, and is committed to researching the need and discovering all of the options in solving that problem. At this point, the buyer turns to comparison papers and expert guides to research and compare product offerings.
Stage 3: Decision
Once the buyer has defined their problem and a method to solve the problem, the buyer researches documentation, data, and endorsements to support their decision. During this phase the buyer engages vendor and product comparisons, case studies, and product literature to push them to the final decision.
Today consumers do most of their own research and that research is done online. This makes your content offerings critical in helping the buyer through the journey and ultimately to conversion. Consider these statistics about how consumers engage content to support the decision making process:
- Consumers are 5x more dependent on content in the buying process than they were just five years ago. (Nielsen)
- 70% to 90% of the buyer journey is complete before ever engaging a vendor. (Forrester)
- Consumers engage 11.4 forms of content before making a final decision. (Forrester)
Your content is not just important in the buyer journey; it’s critical. For help in developing a custom marketing plan for the security buyers journey, contact Ignite Security Marketing today: (877) 655-3779.