What is the buyer journey?
The buyer journey is typically 3 stages a prospect goes through to convert into a client. These stages are:
If you’ve just started to generate leads, you might wonder:
- How long does it take for leads to convert into clients?
- How long does a lead spend in each stage of the buyer journey?
- How can I speed up the time it takes leads to go through the buyer journey?
Let’s find out…
The three stages of the buyer journey
The buyer journey involves 3 main stages:
With our lead generation services we also have three stages that line up with the buyer journey:
- Stage 1: Generate Leads (Awareness)
- Stage 2: Convert Leads into Appointments (Consideration)
- Stage 3: Convert Appointments into Sales (Decision)
To learn the best strategy to generate leads and appointments each month with your ideal clients using Google, YouTube, LinkedIn, and/or Facebook ads, click here to watch this free training.
Stage 1: Generate Leads (Awareness)
The first stage of lead generation is to choose a traffic source (such as Google, YouTube, Facebook Ads, LinkedIn, etc) and then show them an opt-in page that gives them the chance to get some free content that solves a big problem they have.
For example, in our business, we have a free training video that explains how to generate 10, 15, 30, or more higher quality appointments each month.
You must generate leads in the awareness stage. Most businesses just generate brand awareness (without lead gen) and then find it difficult to take the lead into the next step of the buyer journey.
How do you generate leads in the awareness stage?
We recommend using a video sales letter to attract and convert leads into clients.
Sure, free written guides can work too. But video content converts much better in our experience.
Stage 2: Convert Leads into Sales Appointments (Consideration)
The second stage of the buyer journey is to convert leads into sales appointments
Remember: Generating a lead is not the same as generating a sales appointment, but it is the first step to getting one!
Two of the best ways to convert leads into sales appointments is through:
- Email marketing (with helpful content)
- Content marketing (especially video content!)
How long does the consideration stage last?
The short answer is it depends. Some leads require more trust than others before they convert.
To increase your chances of converting leads into appointments faster, make sure you create content that answers questions your potential clients have before working with you.
The more questions you answer, the quicker and easier it will be for you to build trust with your leads.
Stage 3: Convert Sales Appointments into Clients (Decision)
This stage is when you have a sales appointment and then the prospect makes a decision to work with you or not.
Some prospects will convert into clients straight away.
Others might need more time.
If a prospect speaks to you but doesn’t convert straight away, what can you do?
Go back to stage 2 (consideration) and keep sending the lead your follow-up emails and helpful content. Eventually, they will convert when the time is right for them.
How to speed up the buyer journey
To speed up the buyer journey, think about the type of content you’re creating and sending out to leads via email marketing.
Here are some ideas:
- Videos answering questions people ask
- Written content answering questions people ask
- Answers to different sales objections
- Client results and testimonials
What kind of results can you expect in the buyer journey?
From every 100 leads, you should get at least 4 sales appointments and 1 new client within 90 days. And then more conversions after 90 days (as they continue to get your follow-up emails).
If you would like to learn the best strategy to generate 10, 15, 30 or more high-quality appointments each month with your ideal clients, click here to watch this free training video.