The purchase path, or “customer journey,” is a marketing term that describes the route a potential customer, takes from when they are unaware of your product or service to the point where they, are convinced that your product or service is exactly what they need.
Understanding the customer’s purchase, path is important for effective digital marketing.
The shopping path consists of stairs
There are many ways to describe the path to purchase. Breakthrough Advertising ,” Schwarz breaks down the phone number list customer journey into five stages (or steps):
- not aware
- problem-aware
- solution-oriented
- product-conscious
- most aware
Schwartz also understood that not all buyers are at the same stage of the buying journey. According to Schwarz
The marketer must identify which stage of the buying path the potential customer is at and formulate their sales message accordingly.
By using Schwarz’s model of the purchase journey, you will better understand what you need to tell your potential customers. You will learn what different search terms and keywords they decentralization as a way to expand the finance industry use to search for information, and what kind of information you should provide at each stage.
A person who is just learning about something may not be ready to buy, while a person who is trying to choose the best product or service no longer needs to be bombarded with information about the basics.
If your readers are not aware of the problem (stage 1), you want to tell them about the problem so they move to the next stage, which is problem-aware (stage 2). And if they are problem-aware, they need to become solution-aware, then product-aware, and finally more aware. That’s when they’re ready to buy your product or service.
Of course, in practice, the purchasing path is not always that straightforward, and customers take turns.
What kind of content for different stages of the purchase path?
The shopping journey and the buyer’s movement through the different steps is easier to understand if we use an example to illustrate it. So, let’s say your product is an antibacterial sock. One b2b fax lead of the features of your product is breathability and the silver threads in the sock reduce bacteria on the feet. Thanks to this, the user’s feet don’t smell (at least not that bad).
Your potential buyer is Sponge Bob, who doesn’t know that his feet smell really bad.
