Learn how to map your customers' purchasing journey

Have you noticed that there is a purchasing journey behind every consumer decision before they put products in their shopping carts? This purchasing decision is a moment that follows a sequence of successes resulting from very well-structured marketing strategies and sales plans.

After all, offering a quality product or saying that your products are the best no longer has such a high conversion power. This is because, if we look closely, a product having quality and ensuring its efficiency is not “more than an obligation”.

So, if you want to understand more about the purchasing journey and create easier paths to be seen, this material is perfect for you. Check out our recommendations, the steps within the purchasing journey and write down all the strategies to adopt in your company!

Buyer's journey: understand the first concepts

Before explaining the stages of the purchasing journey, let's talk a little more about this strategy in general and understand its impacts on consumers.

First of all, it is easy to see how the market is full of strong brands and competitors in almost every sector. In this sense, to ensure that your brand or company is not forgotten, the purchase journey helps you to be seen by people and build a more integral relationship between brand and customer.

And for this construction, we need to establish three essential steps:

1 – Knowledge of your brand;

2 – Confidence in your proposal and reputation;

3 – Sales.

Without these well-structured steps, you will have a hard time demonstrating the relevance of your products. Therefore, if they are not attractive or do not stand out from the rest, this banality will delay many sales and consumer loyalty.

Step 1: Knowledge:

You know that old saying that first impressions are lasting impressions? We can say that this idea really is very relevant for those who want to be more authentic in sales.

A very clear example of the power of identity are the banks Itaú and Nubank. After all, when we focus on Nubank, we have:

– A brand with a striking visual identity and very well established with the color purple;

– Facilitated communication that allows understanding of resources and usability even for the youngest audience;

– A bank that brings with it the whole concept of practicality, as it was one of the first in digital format to become popular on the market.

On the other hand, when we remember Itaú, we have:

– An identity entirely focused on orange, also allowing authenticity through color;

– The gestures of its logo that were built over a long period of time, allowing easy recognition of the brand in any communication campaign;

– A bank that brings with it a very strong concept of protecting what is important to you. In addition, there is a union between this concept of protection and the comfort projected by the well-balanced orange in its visual identity.

Ultimately, it’s not hard to understand that one of the most effective communication strategies for being remembered is to be memorable in people’s lives. To do this, analyze the market well and try to explore new perspectives to be recognized!

Step 2: Trust:

Before we move on to sales, we still have a long way to go in terms of building people's trust in your brand. This is because, more than selling, they need to know that they can always count on you and your products.

At this stage of the purchasing journey, invest fearlessly in communication media that fit with the top and middle of the sales funnel. In fact, a good measure that is within everyone's reach is social networks.

Even though Instagram and Facebook make space for shopping within their platforms, the main objective of social networks is to create relationships between people. And that's where relevant content is very welcome.

For social media, think of posts like:

– Tips for everyday life;

– Interesting facts about the sector in which the brand operates;

– Institutional posts from the brand.

In addition to a well-constructed feed with relevant content, creating space for a blog on your website is also an excellent alternative. After all, in one go, you create materials that highlight the relevance of your products and services, while improving your Google ranking with blog visits and the reading time people spend online.

Stage 3: Sales. The end of the buying journey

Eventually, after building an identity that makes you stand out and showing that your brand is relevant in the lives of those who invest in what you have to offer, let's get to sales!

However, don't think that people will simply walk into establishments and choose their services spontaneously. To sell well, you need to analyze the market and understand its trends, risks and opportunities.

Also, don't think that offering a lower price will also be advantageous. This is because low prices only attract those who want a discount, and not a relationship of trust with those they can count on. Therefore, just as many people come to you for the low price, many will leave if they find even cheaper alternatives.

Whether purchasing in person or online, invest in factors that facilitate the purchase and reinforce your differences!

In the digital environment, advertisements on social media, banners that redirect to your company's contact details and an online store with an agile system and good fluidity are essential. In the offline environment, internal media in markets (mobiles, shelf strips, displays, etc.), sample distribution and sensory attraction are excellent options for piquing curiosity and proving your brand's proposal in person.

Finally, this was our explanation of the buying journey. For more content like this, visit Beatz Blog and check out all the available materials. Follow us on social networks ou contact with our team for specialized marketing support!

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