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Understanding the Buyer’s Journey

For insurance agencies using digital marketing, developing content to attract customers is an important piece of the methodology. Content can be used to help guide page visitors through the buyer’s journey and encourage them to convert into leads and customers. The key is to understand the buyer’s journey, the stages that the potential buyer goes through, and how different types of content can be produced to move them closer to conversion.


Customer begins to realize that they have a problem

In this first stage, the person has begun to notice that they frequently experience symptoms of a problem. They have a feeling that there is something that can be done to rectify this problem, but they do not have a firm grasp on what exactly they seek. Those who find the agency website at this stage will benefit most through educational content, such as eBooks or blog posts, that help them understand their problem. Research and analysis can also help them begin to grasp how their particular situation impacts them and how it can be improved.


Customer understands their problem and wants to learn more

In this stage, the customer understands their situation and is interested in learning more about how the situation can be improved. They seek information about what they can do to help themselves as well as what experts will be able to offer. Customers at this stage will enjoy reading expert guides that offer step-by-step instructions on how to improve the situation, they might register for podcasts that offer regular information and insights, and they might appreciate occasional comparison whitepapers.


The customer is ready to make a decision

When the customer reaches this third stage of the buyer’s journey, they now feel confident in their solution to their problem, and now must determine the best company to work with. This customer is comparing agencies and options. Content that will speak best to customers in this stage would be case studies and comparisons between vendors. Product demonstrations and literature would also be helpful. Anything that helps the customer understand why this organization should be selected will be the priority.


Understanding the buyer’s journey and the 80/20 rule

It is important for agencies to realize that while there are three stages in the buyer’s journey, the number of page visitors they receive will not be evenly divided between the three sages. Most page visitors fall under the first and second stages. By the time customers have reached the third stage, they likely already have a few agencies in mind that they are considering. That is why the majority of the content produced for the company should fall under the first two groupings. By keeping about 80 percent of the material informational and educational, agencies can address people in the first two categories, build trust, and then encourage them to move forward. Then, when those customers reach the third stage, they will have about 20 percent of the content geared toward them. The company will already have the trust of the customer, and it will be easier to move forward.

When insurance agencies take the time to understand where their page visitors are in their decision-making process and produce content specifically tailored to them, they help build trust with the customer and move the customer closer to conversion. Remember the different types of content that apply to each stage and begin producing content to encourage page visitors to turn into leads.

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