Moving Your Buyers to the Next Step of the Journey

Moving Your Buyers to the Next Step of the Journey

Tactics that engage, enthrall and educate are a waste of time if they don’t move your buyers. ‘Leaky Funnel’ author Hugh Macfarlane shares simple steps to make your tactics – social and not – work much harder.

The buyer’s journey is a simple framework for describing how a buyer, or group of buyers, moves from one thought to the next between “hello” and “thank you”. It also serves to give us marketers (and our friends from Sales) a way of choosing and using our tactics to better effect.

The tactics we use need to move buyers from one thought, to another; or why bother? But this means we need to know what our buyers are thinking, and to be super clear about where we want them to go. Both large and small businesses must get very ‘purposeful’ in the execution of their tactics, and more buyer-centric in their intent.

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