Developing Your Customer Purchasing Journey
A lot of business owners aren't super clear on how people are discovering their business or how people are interacting with their business, up until the point of purchase and even after that point. Today I want to discuss how to develop your customer purchasing journey. It's going to allow you to start to formulate and build a proper sales funnel, that's going to bring people down the purchase journey, and it's going to grow the know like and trust factor for people who are coming into your orbit, getting to know you and your business, and eventually purchasing from you.
When we're thinking about meeting people where they're at with the value that they need, we really need to think about what types of people are coming to you, and where they are at in their journey. A great example of this would be, what are the needs, or the problems that people are dealing with when they're starting to seek out a solution.
When they're starting to discover us, or they're starting to find a solution to their problem, how are they starting to look for this thing? This solution might be Googling for us, if not, it's going to be reaching out to their network.
We really connect with new potential customers via referrals and Facebook groups. This is our primary lead generation platform. So, we know that those people are going to post, or look in a Facebook group for that support for that solution that they're looking for. Because of that, we make sure that we create content and share that content in Facebook groups. We make sure that we are engaging with those people, with those questions that they're asking in groups, so that they are able to discover us.
I often work with people who are starting their own small businesses or they've already started their own small business, and they're really looking to build a business that makes them feel supported and is paying them what they need to be paid. They might be ready to really go from a solopreneur who's making money from inconsistent clients to building a business that has a good consistent client base.
Our job is to create content around those questions, and we make sure that those answers that we're providing are coming up on Google via blog posts, via podcast episodes, and other things like that. We're sharing that information and engaging with those people in Facebook groups. We’re sharing those blog posts and sharing those social media posts onto Pinterest, so those are coming up and becoming discoverable on Pinterest.
After they’ve discovered us, and we’ve answered some of these initial questions, is to focus on how we are continuing to provide the value that they need. This is really key for a lot of people; to be able to understand the purchasing journey for your audience, and for your customers or potential customers, because this is how you figure out that you might need to create a lead magnet to build your email list. You want to be able to continue to talk to these potential customers.
When it comes to coaching and consulting clients, it might take them two to three months of consuming free content to get to a point where they are ready to purchase those higher ticket services. Such as, a digital strategy intensive, or a coaching package.
That's not a bad thing, but being super clear on that timeline is going to be really helpful for you so that you don't set unrealistic expectations in terms of how quickly this person is going to convert into a paying client. Also, as you bring more people into your orbit, as more people discover you, you can get better at anticipating when you will potentially increase revenue from that person.
