Have you mapped out your ideal client's buying journey? Or maybe you haven't even heard of this terminology?
The buyer's journey is how your ideal client goes from being a prospect to becoming a loyal customer. It's another way of really breaking down how you meet your ideal client's needs and how they become part of your family. It's important to map this out because this journey will help guide your marketing strategy and your onboarding.
To begin, you need to know and understand your ideal client. I mean really know and understand your ideal client. Refer to "A day in the life of..." to hone in on your ideal client. Once you understand their daily struggles better than they do, then you can begin to relate to them in a way that will make them pay attention when you offer your solutions.
For example, a financial planner targeting 30-something married females with young children would want to identify with the many pulls on her income and too many investment "should's." Pay off student loans, contribute to her retirement fund, start a college savings account for her children... it's overwhelming! Let her know you understand. Don't make her feel guilty about being irresponsible for not having college savings accounts. Once you've empathized with her pain, she'll see you "get" her and be eager to hear what you have to help her.
That's when you'll identify the next step and reveal a solution. She's nearing the end of her student loan obligations and will have a bit of extra money to allocate in her budget. Encourage her to celebrate and splurge a bit, but then plant the seed that this would be a great time to begin contributing more into investments for the future as she won't even feel it in her budget.
Now she's become a client. You're her hero. She's investing in everything she's supposed to be and things are looking great for her. So great, she's been offered a new job with another company and now has a 401(k) she'd like to invest with you. Why you? You've been educating her about roll-overs knowing that statistically she's likely to be changing jobs.
Essentially, a buyer's journey is anticipating your customers' needs before they even know them.
The buyer's journey can be applied to any industry. Let's look at cycling. If you enjoy cycling, you'll need to maintain your bike. Air pumps, tire patch kits, you name it. Not to mention all the accessories you can add to a bike. And eventually, the bike will need to be replaced. Your bike shop anticipated this by keeping you informed of the latest and greatest features of the newest models every time you went in for a tune-up.
The buyer's journey goes hand-in-hand with the onboarding process we talked about last week. This is the key to customer loyalty and retention.
Looking for some assistance in mapping your buyer's journey? Call Rethink Marketing for a free consultation.