Not every shopper arrives ready to buy. In fact, most are already 70% of the way through their decision before they ever raise a hand. But the ones who aren’t can still be won over by the brand that meets them with the right message at the right moment.

That’s what the buyer journey gives you: a map of where your customers are and what they need to move forward.

Five phases, five opportunities

The buyer journey moves through five stages: awareness, consideration, decision, retention and advocacy. Your content should speak to where your prospects are at on that journey.

>> Related: How Programmatic Direct Mail Transforms the Customer Journey <<

Awareness. At this stage, shoppers are scrolling, searching and browsing for something that catches their eye, but they may not know your brand exists yet.

Your job is to show up where they’re already looking and make a strong first impression through:

• Social media content and shoppable posts that show your products in action
• Short videos and influencer partnerships that put your brand in front of new audiences
• Eye-catching display and search ads that introduce what you sell
• An email or text signup offer, like 10% off a first order, so you can keep the conversation going with personalized deals

Consideration. Shoppers in this stage are comparing you to other brands, reading reviews and looking for proof that your product is worth it.

In fact, more than 90% of buyers turn to user reviews to validate their choices. Win them over with:

• Star ratings and customer reviews front and center on product pages
• User-generated content and photos that show real people enjoying what you sell
• Side-by-side comparisons or buying guides that make the choice easy
• Retargeting with direct mail postcards that reach shoppers who’ve browsed but haven’t bought, while you’re still on their mind

Decision. Here, the shopper has the item in their cart and is one tap away from buying. Your job is to remove every last bit of friction. Some tactics to make that happen:

• Make checkout fast and painless with guest checkout, clear pricing and multiple payment options
• Offer free shipping or an easy returns policy to ease any last-minute hesitation
• Add limited-time promos or low-stock alerts that nudge them to buy now
• Reassure them with order tracking and a money-back guarantee

Retention. Landing a new customer is expensive, but a repeat customer is where the real value is. After the sale, keep them coming back.

• Send a thank-you triggered email right after purchase to reinforce the buy
• Use a direct mail postcard with a QR code linking to a quick review or reorder page
• Build a loyalty or rewards program with points, perks or early access to new drops
• Use their purchase history to recommend products they’ll actually want

Advocacy. Your happiest customers are your best marketing. Social media is where they’ll spread the word.

• Make sure you have a profile they can tag and hashtags they can use
• Ask for reviews right after a positive experience, not weeks later
• Reward referrals and repeat fans with exclusive offers or early access to launches

Making every touchpoint count

If mapping the buyer journey is new territory, start with an audit: take stock of the content you already have and where the gaps lie.

The payoff is worth it. A prospect guided through the full journey converts at a higher rate, spends more and comes back for more.

LS Direct delivers data-driven solutions that reach the right person, at the right stage, with the right message. Check out our Buyer Journey Playbook for more smart ways to turn browsers into buyers and one-time shoppers into loyal fans.

FAQ

Do all customers move through the stages of the buyer journey in order?

Not always. Some shoppers move quickly from awareness to decision, especially on a lower-priced or impulse buy. Others may stall at consideration for weeks, going over their options and waiting for the right nudge. The stages are just a framework, not a fixed path, which is why having content and campaigns ready at every stage matters.

How can I pinpoint a prospect’s location on their journey?

Look at their behavior. A first-time site visitor is likely in awareness and just getting to know you. But a prospect who’s visited your pricing page multiple times or added an item to their cart is probably close to a decision. Use that data to hit them with the right content at the right time.

What’s the biggest mistake marketers make with the buyer journey?

A common and potentially costly faux pas is skipping straight to the sell. If someone is in the awareness stage and you hit them with a hard close, you lose them, and your campaign is a bust. Meet them where they are instead, and earn the sale when they’re ready.

How does direct mail fit into the buyer journey?

Direct mail shows an average 4.4% response rate, compared to email’s average of 0.12%, making direct mail roughly 37x more effective at generating responses and effective across the entire journey. For example, retargeting postcards can re-engage consideration-stage shoppers who visited your site. Thank-you mailers can support retention after a purchase. And advocacy programs can include physical touchpoints like a mailer that rewards customers for referring a friend, or members-only offers that make your best buyers feel like insiders.