There are two powerful things that security dealers need to know about their strongest potential customer base. Your potential customers for security systems are event driven. So at this very moment most of them are completely oblivious of their security needs. Secondly, those potential customers do not know your name (yet).
If those customers do not know their need and do not know to search for you, how will they find you and be converted? That is a serious question.
The buyer’s journey has changed, and unless your marketing strategy adapts to meet the potential customer where they are at this very moment in the journey using a strong and consistent inbound marketing strategy, they will remain only potential customers.
Understanding the buyer’s journey is a marketing imperative, and Ignite wants to give you the upper hand with this insider’s guide to the buyer’s journey.
Understanding The Stages Buyer’s Journey
The point at which the buyer becomes aware that they have a problem that needs solving. The buyer engages content editorial and educational content such as blogs, eBooks, eGuides, and research reports to gain information.
The buyer has a clearly defined idea of the problem, and is committed to researching the need and discovering all of the options in solving that problem. At this point, the buyer turns to comparison papers and expert guides to research and compare product offerings.
Once the buyer has defined their problem and a method to solve the problem, the buyer researches documentation, data, and endorsements to support their decision. During this phase the buyer engages vendor and product comparisons, case studies, and product literature to push them to the final decision.
Today consumers do most of their own research and that research is done online. This makes your content offerings critical in helping the buyer through the journey and ultimately to conversion. Consider these statistics about how consumers engage content to support the decision making process:
- Consumers are 5x more dependent on content in the buying process than they were just five years ago. (Nielsen)
- 70% to 90% of the buyer journey is complete before ever engaging a vendor. (Forrester)
- Consumers engage 11.4 forms of content before making a final decision. (Forrester)
Your content is not just important in the buyer journey; it’s critical. For help in developing a custom marketing plan around your buyers journey, contact Ignite RMR today: (877) 655-3779.