There’s not a business owner or company I know that doesn’t want its marketing to work – immediately. You know, put a social post out there or an advertisement and then have customers lining up for your products or services. But in most cases, that’s not how consumer behavior really works in most industries. That’s why it’s really important to understand your buyer journey and adapt to it. You won’t be able to change it after all.  

Understanding the Buyer Journey

Every industry has its unique rhythm when it comes to purchasing decisions. In retail, for instance, consumers may see a product for the first time and make an immediate purchase, driven by impulse. But that’s really, really rare. In a lot more cases, customers see something, think about it, do a bit more research and then pause. They need more marketing touches to convince them. A good example of this is the automotive industry, where buyers typically conduct extensive research, and the journey from initial interest to final purchase can span months or even years. The key takeaway is this: while you might be able to slightly accelerate some purchase decisions, it’s generally unwise to work against the established buying patterns in your industry. Instead, the smarter approach is to adapt your marketing strategies to align with how your potential customers naturally make their decisions.

Here are a few things you can do.

No. 1: Analyze Your Customers’ Buying Patterns

Start by examining how long your average customer takes to make a purchase. This involves tracking the period from their first contact or awareness of your brand to the moment they finally close the deal. If you don’t have this data readily available, look at successful competitors and analyze how they message at different stages of the funnel. It’s crucial to set up systems to track this data for your own customers moving forward. This information will be invaluable in shaping your marketing strategy.

No. 2: Understand and Map Your Funnel

Take the time to truly understand what your funnel looks like and what the distinct stages are. Once you have this clarity, you can adjust your messaging to suit each stage of the buyer’s journey. Different industries will have vastly different funnels. For example:

• • In health and fitness, a potential gym member might start by researching general fitness tips or seeing an ad. Then they might move on to comparing options, pricing, looking at photos or other details about the fitness center what fits their needs best, before finally signing up for a membership. They might do this relatively quickly with the right incentive, say a discounted offer for the first couple of weeks or a trial membership.
  • Home remodeling often involves a longer process, starting with inspiration gathering, moving to contractor research, then to quote comparisons, and finally to signing a contract. The process could take months. This is where content – videos about the remodeling process or photos about a finished kitchen or bath could really do a lot of the convincing over that period.
  • Plumbing services, on the other hand, might have a much shorter funnel, as customers often need immediate assistance when issues arise. That means you can do a “Contact Us” now message if you can get in the right channels at the right time.

No: 3. Map the Buyer Journey to Your Marketing Channels

It’s essential to align your marketing channels with the appropriate stages of the buyer journey. Here’s an example of a general framework:

Top of the Funnel (Awareness):

• • Advertising
  • Content development and SEO
  • Social media
  • YouTube videos
  • Direct mail

Middle of the Funnel (Consideration):

• • Website landing pages
  • In-depth content
  • Email marketing
  • Search ads

Bottom of the Funnel (Decision):

• • Targeted email campaigns
  • Testimonials and reviews
  • Social proof and advocacy

Remember, some channels may serve different purposes depending on your industry. For instance, while advertising is often a top-of-funnel activity, search advertising might capture customers who are ready to make a more immediate purchase. The key is to ensure your messaging is appropriate for each stage. As a general rule, for example, don’t use the same language or offers for someone just becoming aware of your brand as you would for someone on the verge of making a purchase.

Conclusion: Embracing Adaptation

In the end, successful marketing isn’t about changing how people buy in your industry. It’s about understanding their journey and adapting your approach to meet them at each stage. By aligning your strategies with the natural buying process in your sector, you can more effectively guide potential customers towards a purchase decision. At Marketing Nice Guys, we specialize in helping businesses navigate these complexities. Our Professional Marketing Funnel Audit  can provide you with a comprehensive analysis of your current funnel and actionable strategies to optimize it. We’ll help you understand where your customers are at each stage and how to best reach them. Contact us for a free consultation today.