We all love the moment a buyer says ‘yes’. When they purchase your product or service, when they enrol in your course, buy your subscription, or vote for your candidate – we love a yes! Each of these ‘yes’ moments can lead to many different outcomes, but they all use one process known as the ‘buyer’s journey’.
The buyer’s journey is the process customers follow to become aware of, evaluate, and purchase your product or service. There are two ways the buyer’s journey can begin:
- You find them (outbound)
- They find you (inbound)
Regardless of how the journey starts, you have to find and allocate the necessary resources to nurture them along the way towards an eventual sale. Here’s an example of what that could look like:
Google Search → Landing Pages → Form Opt-ins → Email Campaigns → Media (Video/PDFs)
If you had an unlimited marketing budget, you would be able to set up an infinite number of ‘journeys’ all tailored to the individual customer, but the reality is you probably don’t. Budget practicalities demand segmentation. To be efficient and maximise your profits, you must segment your audiences. You simply can’t afford to talk to everyone – so fish where the fish are!
Businesses today have access to tools that will precisely measure which segments are responding best to which messages, whether they’re sale-ready or not, and how to give the buyer’s journey an ending the customer will be happy about. You are able to directly target those who are most likely to buy in, so why waste money on those who won’t?
Create high-converting buyer’s journeys
Each segment of your audience needs their own buyer’s journey because the way one segment receives a message may be entirely different to another. One segment may prefer videos over PDFs, and another might be made up of women, or people who live in Queensland for example. Every segment will react differently to messages making it so important to tailor each buyer’s journey to the individual segment. If you are successful with, say, one age group over another, focus your attention towards this and where your ROI leads you.
Need help with segmentation for your strategy?
Get in touch with us, and we’ll make a time to talk about improving your sales efficiency.