InBound MK The Journey of the Client or Buyer's Journey

InBound MK The Journey of the Client or Buyer's Journey

In the same image of the previous postcard, next to the Aspects of the Mk involved, we could see the seven stages through which a prospect or potential client can pass through the entire Inbound MK process.

InBound MK The Journey of the Client or Buyer's Journey

The Inbound Marketing Sales Funnel

Definition of The Customer Trip or Buyer's Journey

Let's see some uses of that phrase:

In The trip of the client or Buyer's Journey (1) we read: We could define the trip of client, or in English Buyer's Journey, as the active research process carried out by a client, before making a purchase or Ontratar your services.

In the very interesting What is the buyer's trip and why should you care (2), we read: Simply put, The buyer's trip is what any customer does before making a purchase decision . (2)

And in , we are told that: The process an individual follows to become a client is known as the buyer's journey; which translated means "the buyer's trip". (3)

In The Customer Journey in the Marketing Plan , we are told that: One of the main mistakes that many companies make to the When defining your marketing plan, do it without understanding the path your users follow before the purchase process, during the process and once they have finished. This process and the experiences that the user experiences during the journey is what we call Customer Journey. (4)

The one I like most is, however, the one I've read in Digitalmenta ​​strong> (5) that is not a definition in itself, but the metaphor , which appears as the title of an article: What is the Buyer Journey? A trip with the purchase as a goal. That is, a trip that the client makes, transits, with a clear objective: the acquisition or lease of the desired product or service.

Finally, we will say that, without wanting to provoke anyone , this concept of The Buyer's Journey is just the new name of an old concept of traditional MK: The customer's purchase cycle , applied to the world digital.

But let's see how HubSpot defines it.

The Buyer's Journey in INBMK

As the model they suggest is not the best one possible, we will only describe it here. The shortest way I have found about this issue is: The trip that the user starts starts in the Discovery phase , in which he detects that he has a need (in this case a property to inhabit). After this stage, the user enters the Consideration phase , where he analyzes the different alternatives that are offered in the market as a solution to his need (departments, pensions, houses, rentals, purchases). In the last stage, that of Decision , the user decides for one of the different options detected in the previous stage . (6)

These three stages are usually written in different ways, but the linear sequence in three steps is the canonical for the INBMK.Even those who present this idea in the form of a map -the journey in two dimensions- do not depart, except for exceptions to this idea of ​​continuity of process.

We are already moving forward here that we, in the transfusion of these ideas to the real estate sector, we are not going to use that model but that of HAWKINS, BEST AND CONEY. (8) That's why we do not describe the HubSpot in more detail. But the interested reader can find multiple sources for this concept of The Client's Journey that follow the canonical orientation.

But ... The Client's Journey is NOT linear. span>

This is the point: The client does not always go, from the first moment of concern to the enjoyment after the purchase, as a user, in a direct sequential way. In many cases, the trip tends to twist, stop, accelerate, slow down. And there may be in those moments, back to previous phases or moments, reiterations, decay of interest and renounce the purchase or flight of the potential client to other companies.

However, this idea is not alien to the INBMK but not very frequent in its exhibition, by the authors of this discipline. See this, which, however, does. " In truth, the trip the buyer today, is very different. ( Think that) Your clients have all the world knowledge at their fingertips. (So no) They have no reason to follow the linear path described. You can start the buying process, spend a few weeks considering the solution, and then decide not to buy anything at all. (9)

The stages of the journey of a buyer, satisfied

But whatever may come final - whatever that may be, the client's journey - this one goes through a series of transformations, which it is necessary to identify.

At first, it is unknown by the company, hence it is name with the tag of Unknown or Strange. It is out of our world and therefore impossible to identify. In spite of that our answer, is a web with a great design, well positioned, with multiple attractions and very well armed. (This is the territory of attraction marketing. )

In a second moment, already started your shopping trip, the potential client may arrive to our website (or real estate agency) , in the case of non-digital MK.) It is therefore a Visitor . So from the immensity of surfers on the Net only a small part will arrive on our website. And your visits may or may not be repeated. In this case it would be a regular visitor. There is a huge amount of knowledge to monitor the visit and get information on all interactions. And advice on how to improve and adapt future messages on the web based on the characteristics of its visitors. Part of this knowledge will lead us to request - permission marketing - visitors' webmail. What will be achieved or not. Also here there is a filtering process because there are many visitors and a smaller number of them, who give their permission.

To all these, the conversion marketing that we use will bombard you, selectively, with a series of special information that will make you, in the least of cases, mature towards the idea of ​​buying through us. And a part of them-another, either will be lost or will continue in the status of regular visitor-will mature favorably towards our offer of sale. These mature customers are known as Leads or prospects.And only the part of them that actually do it, we will call clients.

But the trip does not end with the purchase but with the enjoyment of what the client bought and there, to the shopping experience, the use of the purchased is added. And here, maintenance marketing or relationship, has its field of action. Some of the clients will be lost over time, others may speak ill of their experience with us, some will be very predisposed to speak well of us and some, the least, will become propagandists -promotors, supporters, promoters, evangelists ... - of our company.

But, on the contrary, the trip can end much earlier - at the end of each of the stages. All those loss of prospects we can call them Disappeared .

After a while, a customer very satisfied with the purchase will have gone through all those stages.

The trips of the Client in Real Estate

We will see it in another next postcard, when we talk about the buyer's decision model.


I leave you, stay healthy! And do not forget to return:

Miguel Villarroya Martín, June 12, 2016/Madrid. Spain/InB.006/


(1) Read: The trip of the client or Buyer`s Journey

(2) See: What the buyer's trip is and why he should care

(3) See: Online Buyer's Journey: what it is and how to create an adapted marketing strategy

(4) See in ELOGIA: The Customer Journey in the Marketing Plan

(5) Read: What is the Buyer Journey? A trip with the purchase as a goal.

(6) The appointment is: Strategies to choose customers according to the Buyer Journey

( 7) See in: How to adapt your Marketing strategy to the user

(8) HAWKINS, BEST and CONEY. Consumer Behavior. Editorial Addison Wesley Ibero-American A current version of this work can be found at the McGraw Hill publishing house.

(9) See: What the buyer's trip is and why he should care. In this postcard, the author presents a "twisted", labyrinthine scheme that describes a non-linear journey. You name it: The Forrester schema . And two outputs are seen in it, that of the Customer's purchase and that of the Client as an evangelist -promoter, facilitator- of the company where he has purchased. It would be necessary, however, a third exit, that of NO purchase, abandonment or flight from the sale that we are proposing. The scheme is presented, however, on the three basic areas typical of the INBMK.