CTAs and the Buyer’s Journey: How to Target the User at the Right Time

A call to action (CTA) is an action designed to provoke an immediate response from users, usually as “call now,” “find out more” or “visit a store today.”

CTA is used widely in advertising and selling. It relates to any device designed to prompt an immediate response or encourage a quick sale. In essence, it is the use of words or phrases incorporated into advertising messages, sales scripts, and web pages that encourage consumers to take prompt action. 

A buyer’s journey or buying process is crucial as it helps customers become aware of, evaluate, and purchase a new product or service.

The advantage of creating content around the buyer’s journey stages is that it gives you the capability to nurture prospects toward a conversion rather than trying to sell them right off the bat. Many are merely gathering data as they have recently created a need or problem. And are still looking for information to meet that need or solve that problem. Buyers are looking for additional information about your product that can’t be found online.

There are three stages to a buyer’s journey – awareness, consideration, and decision. There are multiple sources, but these are significant.

Awareness 

In the awareness stage, the buyer is in the phase of finding the need for a product or service. If you can provide solutions for the right personas and position your content appropriately, there is a higher possibility of user conversion. The buyer has restricted knowledge regarding the product/service, and this is the best time for companies to acknowledge the needs of the buyer. It is essential to recognize this type of consumer mentality and cater to your marketing communications to provide solutions, ideas, and purposes related to what they’re interested in. 

Consideration 

A buyer has researched and defined his needs or problem at this stage. He will consider all the solutions available to him. While he may be aware of your company’s solutions, he may often not be ready to commit yet. Pardot’s State of Demand Generation report states that 70 percent of buyers lookup to Google at least thrice while they research. It is essential to use keywords like provider, service, and tool. You need to understand the categories of solutions your buyer investigates and how he educates himself on these subjects.

Decision 

At this stage, the buyer has decided on a solution. The buyer has determined his options in the consideration stage, and now they are looking for a reason why they should choose your brand. To get the buyer to choose you, content offers like vendor/product comparisons, case studies, and free trials can be given. This is an essential part of the journey for the buyer and the company. 

The Next Step

There are variations to the types of content to use for each of the buyer’s journey stages. Understanding the buying process that various personas go through is critical for any marketer. Place yourself in the buyer’s shoes and figure out if this is the best marketing strategy. 

A buyer’s journey aims to take advantage of a customer-centric philosophy to better position your company for solving the needs of your target audience.


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