Ready for your FREE Consultation?

Give Us a Call Today! 317.296.7314

Ready for your FREE Consultation?

Give Us a Call Today! 317.296.7314

Understanding Your Buyer’s Journey

Do you know why your customers buy from you?

Not just a statement that you’ve crafted as to why your product or service is superior to your competitors, no…  do you actually understand the decision making process going on in your potential customer’s mind when they decide whether or not your product is right for them?

For years, marketers and salespeople alike have worked hard to reduce the sales process down to a scientific formula—some know it as the AIDA formula.  The AIDA formula explains that a buyer must become

  • AWARE of your product, develop
  • INTEREST and
  • DESIRE for the product, and finally take
  • ACTION on obtaining the product.

While human behavior will always be unpredictable, this formula does a good job of explaining the steps we must walk our potential customers down in order to make the sale.

One client that has benefited from leveraging the AIDA formula is a client of ours, Abram’s Bed.  This company provides a much-needed solution for families that have special needs.  Their flagship product, The Safety Sleeper, helps families of special needs children sleep easy knowing that their child with special needs will not be able to wander throughout the night—a situation all too common for these families.

Abram’s Bed is a company with a great product that solves a real problem and the owners are extremely passionate about their product because they understand the impact it has; that being said, the company was struggling to deliver their message to the people that needed it most.

The first step was to understand their customer’s buyers journey. They did this through hiring our team to conduct customer interviews, focus groups, and online surveys. We poured through social media comments and shares to learn what resonated with their customers.

The goal was to bring attention to their product in a way that would resonate with their future customers and grow their online awareness and engagement, via social media and content marketing, and of course, increase sales.

Through their interactions at conferences and online, the owners were able to explain the features of their product and how it could benefit the lives of those that often worried about their child with special needs throughout the night.  Through communication with their customer base, Abram’s Bed was able to position their marketing message in their customer’s language, through understanding their fears and desires, to build interest and trust in their product, which eventually turned into a desire to own it.
The results? In just 17 months, Abram’s Bed more than doubled their sales and saw an increase of 155% in revenue growth, an increase in Facebook likes of over 8,000 people, and received a 4.8 approval rating out of 5.

Getting the attention of your customer base is what most people consider the “hard part” because it takes the most work and creativity; but if you take the time to gain customer feedback, then the “hard part” becomes easier because it becomes very clear how to position your company offerings to reach and engage your customers.  Listen to what your clientele is saying and provide solutions to their problems, in their terms.

Today’s marketplace is filled with entirely too much noise, making it easy for your marketing message to not be heard.  While saturation of the marketplace is concerning to some, you can view it as an opportunity to stand out by making your marketing message valuable, create, unique and on point with what your customers want and need.

Talk to your customers.  More importantly, listen to them.  Base you’re marketing and advertising on their wants and needs and inform your potential buyers of your solution to their problem in their terms.  When you understand and respect your buyer’s journey, the rest will take care of itself.

Share on facebook
Share on google
Share on twitter
Share on linkedin

Has Your Business Been Impacted by COVID-19?

Schedule a free 30-minute consultation, and we’ll help you uncover creative ideas to stay in front of your customers and ways to welcome them back once this time of economic uncertainty has passed. 

Has Your Business Been Impacted By COVID-19?

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.