Month: September 2014

What is the Buyer’s Journey and Why Does it Matter?

I love creating websites!  These projects are the perfect combination of the technical and the creative, of taking everything you’ve learned about a company’s external and internal needs and creating a product that is functional, attractive and effective.  Understanding the buyer’s journey is essential to building a successful website because that understanding should impact your design elements, content organization and just about everything you do when organizing your website!

Defining the Buyer’s Journey

The buyer’s journey is the path that prospective customers will take as they go from not knowing anything about your company and what you have to offer to becoming customers. When creating a website, the challenge is creating an online experience that can guide your prospective customers through the different stages of the buyer’s journey so that they can leave the website a customer!

There are 3 stages in the Buyer’s Journey:

Buyer's Journey

Awareness Stage

In this stage, the buyer is only aware of that they have a need. They have noticed symptoms of a potential problem but they are likely unaware of your company and what you have to offer.

To target buyer’s in this stage of the buyer journey, your website must be able to create awareness of your product, service or company so that the prospect can begin to understand what it is that you offer and more importantly, how you can help them. This means that as your prospects begin to search for solutions, you must be able to have presence in their search.

72% of buyers will turn to Google in the research stage. This means that the website must have a strong web presence and be optimized for search engines like Google.

Consideration Stage

As the buyer conducts more research on their problem, they now have a better idea of what they need. In the consideration stage, they are seeking different approaches and vendors for their problem.

Buyers today are 5x more dependent on content than they were five years ago. This means that today’s buyers are more likely to conduct their own research online before making a decision. For most buyer’s, 70 – 90% of the buyer’s journey is complete even before they make contact with the vendor! This means that your website must be able to properly communicate the products and services that you offer, the benefits of dealing with your company, what your company is about etc.

The call to actions on your website homepage should also target the questions that your buyers might have in their minds as they are doing research.  Again, the better you are at answering those questions, the more likely the buyers will choose you when they are ready to make a purchase.

Decision Stage

Finally, in this last stage of the Buyer’s Journey, the buyer is ready to make contact with your company, select a vendor and make a purchase.

But just because they’ve made a purchase doesn’t mean your work is over. Most buyers will continue to look for other (better) solutions so make sure the resources available on your website, combined with a great customer service experience continues to prove to the buyer they’ve made the right choice.

The Buyer’s Journey ddoesn’tjust apply to the online experience. It should also apply to how you conduct business offline. Have you figured out your Buyer’s Journey? Do you know where in your journey your prospects come from? How can you better educate them on your company and what you have to offer?

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Great Things

September has been quite the month!  Even with so many amazing things happening, both at work and outside of work, I always had it in the back of my mind that I wanted to get back to writing.  Somehow, without me even realizing, my blog has become an integral part of my weekly routine – offering me the perfect release and excuse to step away from it all to just be…creative.  This ‘quiet time’ each week, dedicated to marketing, has become a great way for me to ‘feed my soul’.  I hope that all of you have found an activity that you find equally satisfying and inspiring. What a difference it can make…

I am making some major changes in my life soon and while it all scares me, I am equally excited and thrilled!  Life without challenges is life without growth – and what is the fun in that?  Here’s a neat little quote to sum up what I am feeling at the moment:

Say yes to new adventures!
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The Power of a Book

Working in digital marketing, it’s sometimes easy to forget about the more ‘traditional’ methods and the value they can bring to a marketing campaign.  But what I’ve seen is this – that time and time again, when we’re able to use digital and traditional marketing together in a complementary way, the results can be quite spectacular!

Ikea is one of those brands that is so adept at bringing the digital and traditional worlds together.  I’ve looked forward to receiving the Ikea catalogues for as long as I can remember.  Through the years, it has been a true source of inspiration.  From my younger years when I dreamed of the perfect life and the little Ikea home and Volkswagen that would go with it to today, as a source of endless creative inspiration.  Beyond the design, layout, pictures, font and typography, Ikea’s catalogues of recent years has also been an inspiration of how technology can go hand in hand with print to enhance a customer’s experience.

With the augmented reality first introduced in the 2014 catalogue, readers with the Ikea app could scan selected pages in the catalogue to access over 50 pages of extended content including additional inspirations and tips, videos, panoramic shots of rooms and zoom capability.  It was always such a surprise to scan the pages and see what surprises popped up.

Ikea Power of a Bookbook

This year, even with the augmented reality feature, it seems that Ikea is going back to the basics.  In the latest spot produced BBH Asia Pacific, Ikea reminds us, ever so slyly that no technology can replace the joy we get from flipping through the pages of an Ikea catalogue (the “book book” version that is, not the “digital book” or “e book”) Even with the app, the mobile site and the shopping site, I still look forward to receiving my Ikea catalogue in the mail and it still retains its spot on my coffee table where it is always within reach throughout the year.

So no… print is not dying anytime soon.  In fact, according to Ikea, the power of print might just be greater than you think.  Beautiful things can happen when you put the new with the old!

Enjoy the spot here:

Title: Experience the Power of a Bookbook
Agency: BBH Asia Pacific
Client: Ikea

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