Continuing with the fictitious example of Javier, the owner of a dental clinic looking for an e-commerce for fashion accessories and shoes, we would configure his Buyer Journey like this :
Discovery
At first, Javier realizes that he can't wear the clothes he likes during his work day, and that he doesn't have time to go shopping either. He decides to search online , in trend magazines and fashion blogs, for quality shoes that he can wear in his free time.
At this point in the Buyer Journey, at the moment of discovery and when the research begins, we have to worry about improving our positioning on Google : studying through keyword research the keywords we want to fight for so that, when someone like Javier searches for our product, we appear at the top of the search engine. Both organically and at the ad level, it is essential to appear in the first positions , showing a well-cared for image and transmitting the key information so that they enter the website. At the content level , we can opt for our own blog with blogposts illustrating our shoe catalogue and its qualities.
Consideration
Javier is in the middle of a period of consideration . He has visited many websites, compared prices, models, delivery methods and other advantages offered by certain e-commerce sites. To seduce and attract him to us, we have to look for dynamic formats : audiovisual capsules on networks (short videos), graphics and downloadable dossiers with a great emphasis on the visual plane, with carefully taken photographs of our products.
At this stage of the purchasing process, remarketing actions on both the web and social media are also crucial. That is, once Javier has entered the footwear e-commerce site, he will be shown different ads related to the brand to create brand awareness and position it in the consumer's mind.
In this sense, social networks are also decisive today in the denmark phone number data consideration stage, and in this case they must be carefully maintained so that Javier can see other photographs of the footwear, discover the latest news from the brand... in short, provide more information and value.
Decision
Finally, we have convinced Javier and he begins the process of purchasing some shoes on our e-commerce site. It is essential to ensure the best possible shopping experience, so designing the site with a good UX is key. We must also take care of certain details, such as confirmation emails, shipping and a good payment gateway to achieve Javier's loyalty. We must ensure that nothing goes wrong so that the customer is completely satisfied.
In addition, it is always useful to offer a direct communication channel to contact the company in case of any problem (live chat, telephone) and provide all necessary and additional documentation on the product you have purchased, so that, if you wish, you can expand your knowledge about it: materials, origin, etc.
Now you can configure one of the fundamental pieces for your 360º Marketing strategy. Remember that Buyer Journey and Marketing go hand in hand: if you don't know the behavior of your ideal client and how they make their decisions, you won't be able to offer them the solutions that best suit them.