How to Create a Buyer’s Journey Without a Pitch | Shirley Chio

Marketing has always been the bridge that connects brands and consumers by leveraging on every touch point and every interaction in an effort to create a meaningful experience. No matter how diverse or short lived, a brand should engage with each customer in such a way that everything especially the buyer’s journey is perfectly tuned and individualized for whoever is being led right to it. The goal is to build relationships and creating one with someone who would likely become a paying customer takes time. You should make relationships like it is your job. What I am about to say is to make your sales and customer relationship management smarter. If you want to build brand awareness and capture leads, drive them to your sales funnel without asking their personal details. People’s hearts are so elusive but the easiest way to get their attention is for you to respond appropriately to their desires and dreams. Marketers are the architects of customer experience. They are the world class tour guides of the brand who go beyond asking crafting a truly epic journey and experience the customer will never forget. One of the road blocks that has been recently identified in this epic journey is email marketing where marketers require visitors for their personal information in exchange for a view of what they call as valuable content and then a few days after, send spam emails to their inbox. Clearly, there is a disconnect between the goal of a marketer trying to build a relationship and that of the potential customer realizing he would just read it elsewhere without compromising personal details.

Personalized experiences matter but how do you deliver without asking their personal details? You know how people are when you ask things they are not comfortable sharing. You must now have realized after months of trying to capture leads that there are so many good content out there already and somehow you must stand out from the pack. The art of personalization should be laid right at the start of the journey but how? Some websites require visitors personal details in order to access content. However, the back button has been easier to click than filling in the fields and I am one of them. I hate giving out information, hate filling out fields and forms, and what is worst, I hate to see emails I do not want to read in my inbox. Just being honest.

To break out this cycle, stop seeing personalization as an upfront exchange of the customer’s personal details because it can be very irritating. Besides, this may not work for long because there are many high quality content of the same topic available on the internet giving everyone free access. The main goal should be how to capture their attention without asking personal details and just direct them to your sales funnel. A lot of people hate seeing bundles of email spam landing on their inbox. All I can say is stop collecting emails and numbers for your campaign blast. Whatever you want them to read, just publish it on your website and be thankful of the organic traffic coming in.

The key is to start to do things that others aren’t doing even if you think your posts are already valuable because theirs seem to be that also, maybe giving benefits beyond that. Stop trying to fix what has been. Just publish your valuable content and in return, get organic traffic to your website. Right now, digital marketers need to reinvent itself and move beyond its roots in email marketing. In order to truly make your customers happy, you need to understand how they prefer to communicate, be it through a call, messaging, or email. The future of marketing is being rewritten and it’s well underway to creating each individual customer a uniquely tailored experience that reflects individuality.

The rise of conversational marketing provides an ideal vehicle for these kinds of experiences. You can target any one anywhere using meaningful conversations. Channel your power of connection within the buyer’s journey context. Focus on things that matter the most which is to build bonds and maintain connections. Real time interaction helps them to curate their own experience and find the information that’s most relevant to them, without sharing any personal details. It is important to act on choices and strategies that efficiently create the impression that it is an extension of your marketing.

Today, billions of people around the world use real time messaging for their day-to-day communications including product and service inquiries. As a result of this shift in how people communicate, consumer expectations have evolved and if the buying process takes too long or feels too complicated or doesn’t meet their expectations, it’s likely that they will leave and abandon their carts. Marketers needed to adapt to this fundamental shift in the way people prefer to buy. Embrace the conversational marketing and sales methodology. Adapt to the shift and offer real time assistance when visitors drop by the website. Don’t ignore them. Worst of all, never redirect them to AI robots and forms for email marketing because spamming inbox can be very disgusting.

Though lead forms present a simple and scalable way for businesses to capture and qualify leads, they completely ignore the preferences and expectations of the customers by forcing buyers to share personal information in exchange for access of content.
Give your visitors a more human being experience with non overly complex options or reliance on lead forms because honestly, I see lead forms as road blocks in the buying process. By putting a damper on customer experience, it definitely slows down sales. Talking about salt in the wound, understand why people click the exit button and react as they do simply because they are not comfortable sharing personal information to strangers and maybe wake up the next day with plenty of unwanted emails in their inbox.

Initiate real time conversations using actual people for your customer service. Know your customers by having one-to-one conversations. The bottom line is that replacing lead forms with conversations removes a very annoying road block to getting highly targeted leads. Understand human desire and their preferences. Up your marketing strategy using simple conversations. Soon you will realize that the future of marketing is actually the awkward return to having authentic, meaningful conversations so never leave home without a plan.

People are drawn to you the moment you pull out and bring into action what they desire because it reflects the desire back to them. It is as real as it gets and definitely not a manipulation. Besides, you have more control than you think in conversations. Eliminate and simplify everyday messes with lead forms. If you still like to make use of it, then I guess you haven’t realize yet how your actions can terribly hurt the customers experience going through the buyers journey. Just think about how devastating your lead forms can affect brand perception. Unlock the missing revenue and speak directly to your potential customers. Remove the road blocks that had gotten in the way and make it easier for people to buy and check out carts. Be the energy you want to attract and initiate meaningful conversations.

Focus on what truly matters when growing your business, which is relationships. You cannot undone what was done. If you already hurt some in the process, just change the touchpoints and resolve the pain points. Embracing the power of conversations through real time messaging helps you capture potential customers as well as makes it possible to qualify leads in less time. Interact with customers based on their behaviors that show what they desire which goes beyond clicks and page visits. Reacting to their desires in real time is just the start. All you need to do is just to nail it with meaningful conversations. Get that sale at the right moment. Timing can be that perfect when conversations are about to turn website visitors into customers. Depending upon whom you are trying to communicate with and what you’re trying to accomplish, conversations have always been that one good way of growing your business.

Have you experience being annoyed talking to a real estate agent who would likely pressure you to making the reservation at first face-to-face encounter? I do get irritated when even a colleague would use that annoying demand so I will make the same art of selling to my customer. You do not need to pressure people just to make a sale because it is stressly horrifying. It is the same on your website. Too much pop ups kills the enthusiasm. Always give customers the freedom and time to think things over. Define road maps that allow customers to navigate everything at their own pace. People often leave and stay away from websites with too much pop ups, ads, and cross selling activities going on.

Give value for revenue. Stop messing up your customers journey experience. It is better to publish content and let it do its magic. Work with words and if they click chat, help them realize how important this is for them. Curate content into unique stories for each customer but let the analytics help you uncover expectations, preferences, and intent. Buyer intent is captured in actions, not in words and you should be able to define the path of conversion moments. Closely crafting your customer experiences can transform your marketing efforts into revenue. Content marketing when done right, builds long term relationships and drives meaningful action through conversation with your audience.

Nurture your audience. A nicely written article provides valuable and relevant information while at the same time, positions you as a trusted source. Content, as a marketing tool, should first serve the information needs of your customer. A content without context is useless. Most often the context is found through conversations. This may be the first time you hear this but conversation is king just like how Google regard content is king. The secret sauce of content marketing isn’t distribution, KPIs, or engagement, but conversations. It is how you speak with your audience, not only what you say, but how you say it. If content is the what, conversation is the how.

The differentiator is obviously the copywriting which compels the audience to do something meaningful even if the action would be just to stick around for more. Worst would be the decision to leave as quick as lightning, after they landed on the page. Maybe it isn’t the right moment in someone’s life to make a certain choice but preferences can be dictated in a very subtle way without the pitch. No matter how much you nudge them in the right direction, you know they need to find it on their own and that is the purpose of publishing content. Give them different options, different circumstances, and different stories. Choice is sure a funny thing but these ideas will make them feel different, makes the content relatable, they get emotionally connected, and maybe end up different.

Uncovering the real customer experience in a buyer’s journey map is best seen if you yourself walk unannounced as your customer so you are able to improve experiences and drive operational efficiency. Create your customer journey map by visualizing the journey, feelings, touchpoints, personas, pain points, desires, and so much more. Prospects coming to your website want to know that the solution you offer is right for their needs. Find inspiration from the thought of being different and lead the buyer to recognize the problem and agree that your product is the right solution. Sometimes, they may not know what the problem is.

Meet them at the first stage of the sales funnel using blog posts, guides, landing pages, or video content. To minimize buyer hesitation, send them content that guides and offers the exact solution to their problem and then easily convert them into paying customers. Notice that at their very core, they are still the same people wanting to solve one problem with only one simple solution in mind. Be the ultimate solution. Minimize the buyer’s frustrations. Most brands focus on the awareness stage but tend to go silent on the other stages of the buyer’s journey. Consider these stages of meet customer, create awareness through content, build interest through conversations, make yourself as the main consideration, and be the customer’s decision. People don’t just buy things from anyone. They go through a path to purchase that includes research and involves making meaningful conversations before committing to a sales call.

Shirley Chio | Virtual Assistant (Remote, Work from Home)
Your Arm Extension in Content Marketing
Let me Help You Build your Brand Online!
Cellphone: 0917 555 0601

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