How to accompany the user in his customer journey

Millions of people are involved in different purchasing processes throughout their lives. It is the mission of companies to be present in them even before the person is aware that he/she wants to buy a new product or hire a service. In this way, the company will be able to get to know the user better and will be among the user’s most likely options, in what we know as top of mind.

Application of inbound marketing in the customer journey

When a need arises, a buying process known as the “customer journey” begins, which can be divided into different phases that go from the discovery of the need, to the consideration and finally to the decision that satisfies it (buying a product or contracting a service). A fourth phase is also added, which consists of the post-purchase experience, in which the user reaffirms the decision made.

For their part, companies can approach users by applying inbound marketing strategies, also based on phases that are “activated” according to the progress of the customer journey. Below, we will look at the steps of the two processes in parallel:

USERS COMPANIES
1. RECOGNITION
The user becomes aware that they have a need, desire or a concern to which they must find a solution.
Companies must attract the customer to their website so that the user can get to know them and form an opinion about them and what they offer.
2. RESEARCH
The user seeks information on how they can solve that need, whether they need to purchase a product or hire a service and discover all the options.
2. CONVERSION
Companies must offer quality contet so that the user is interested in it. One option is to allow the material to be downloaded in exchange for contact information in order to create a database of your own.
3. DECISION
From the information gathered, the user must compare it in order to make a decision on which product or service to purchase.
3. CLOSING
If the user chooses us, they become a customer. We must continue to provide them with increasingly personalized content, so that they do not change their mind at the last minute or regret it.
4. ACTION
Finally, after having made the decision, the user buys the product or contracts the service they have chosen. The user becomes a customer and it is now the company’s mission to build a customer loyalty, so that they do not regret their purchase and will choose us again in the future.
4. LOYALTY
Once the user becomes a customer, we cannot forget about them. We must continue to offer them personalized content so that they reaffirm their purchase and we become their first choice. Offer after-sales customer service. If they are happy,, it is very likely that they will recommend us.

As we can see, being present throughout the customer journey or buying process gives us a great competitive advantage over other companies that are incorporated at later stages.

Therefore, implementing inbound marketing in our strategy is crucial, since this way we will be able to capture potential customers from the beginning of their “journey”. Also, as we have seen, by accompanying them from the beginning, we receive information about the user and their preferences, which helps us to form a unique Prospect Relationship Management (PRM) database that will be very useful in the future. Thanks to the information collected, when there are users with similar profiles, we will know how to act better and we will know what to offer them to achieve conversion.

Inbound marketing offers multiple advantages and accompanies the user throughout his customer journey. What are you waiting for to implement it?

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