Mapping The Buyer Journey
Clients are often perplexed by the increasing price per click charged by Facebook. They often ask, Is it so critical in hope that they can save money. The answer is technically complex and difficult to explain over the phone. The short answer is “yes,” it is so critical to have integration between Facebook and your CRM systems.
In fact, the number of advertisers using Facebook has more than doubled in the last 18 months based on the recent studies by Wordstream.
One costly mistake is targeting the wrong client. In a system where you pay per click, every time the wrong person clicks onto your page and a sale is not transacted, money is lost. Sale transactions that result from clicks or visits to a web page is called conversion. The higher the conversion rate the better for your profits. Lost clicks per page often creates the largest waste in advertising dollars. Clicks or visits to your web page that immediately leave the website are called bounces or bounce rate. If you have a high bounce rate, Google will rank the site lower on the search engine resulting in fewer visits. This is also a technical process that is difficult to explain.
The other costly mistake is failure to follow up with those that have visited the site or made a purchase. Using and excel spreadsheet is time exhaustive work that is only as good as the system designer. Trying to keep the details in your head is even more difficult as you try to convert the visitor to a sale. This task is often impossible. Accountability in both methods slips quickly, as do profits. These are signs of wasting money on advertising.
Customers are the primary focus of your business and the object is to derive profits from fulfilling their needs, wants and desires. If you are helping people and not making a profit; that's a charity.
Mapping the 3 Stages of a Customer’s Buying Journey
Business owners find it helpful to create a buying map as their customer display certain behaviors throughout the buying process.
To build a map for our customer, we really need to understand what drives the customer to a purchase and how that process happens. Customers display an “emotional unawareness” that is a clue to the effectiveness of the advertising campaign and reveals, if your message will either attract the right or wrong customer.
In Cartography (map making), we use longitude and latitude to plot coordinates on a terrain thereby creating a map. The same methodology is useful in building a customer map of the buying process for marketing by employing list segmentation. This method reduces the purchasing process to a list of buying stages and behaviors which, when crisscrossed, form latitudes and longitudes overlaying the buying process. The exercise then becomes a journey you can map out along the buying process to identify where your customers are making the critical decision to purchase your product.
Use Latitude or horizontal as the 3 stages the buying journey and Longitude or vertical as the buyer persona, as explained below. These maps and systems can become complex so when you're starting out just keep it simple and stick to just these three phases.
Latitude or horizontal as the 3 stages the buying journey
Awareness Stage: Clients needs are realized when they perceive or experience a shortfall in their expectations. If clients expects to drive their car to work, and the car breaks down beyond repair they realize the need for a new car. Other times they will seek a product that appeals to them and the lack of owning that product produces a need to possess the item be it a car, boat, house or burger. They realize this feeling of need and this is the start of the buying journey.
An emotional unawareness occurs when the subconscious and the conscious mind work together help resolve this conflict. An effective marketing message includes elements that engage both the emotional center of the subconscious mind and the logical center of the conscious mind.
Consideration stage: Once the customer is aware of the need or shortfall in their expectations, the journey is underway as the emotional uncertainty develops. The natural reaction of the buyer is to try and collect information to make a somewhat educated purchase. Few people search out all the information available and still fewer people buy on impulse. But most purchases fall somewhere in this range and this is where Facebook content like “7 Things you need know before purchasing a family car” is both helpful to the buyer and a source of advertising to the seller.
Decision Stage: As the buyer analyzes the collected information and selects the criteria for making a purchase they approach the end of the buying journey, where they ask the questions specific to their needs and desires. Does this model come in the color I want? How about financing? When will my model be ready? They are asking more detailed questions about the product or service. So, they will begin to look at Facebook content like “Best rated family cars easily financed.”
Longitude or vertical as the buyer persona
The purchaser of your product, by definition, is your customer type. This includes the demographics which include age (20 to 30 years) gender (Male or Female) race (Asian, Caucasian etc.). Certain demographics respond both consciously and subconsciously differently depending on the message. A mature adult will respond favorable to a family car that fits the whole family’s needs versus a young adult that may gravitate towards a sportier model. The message, selling a particular car, needs to be tailored and delivered to the right demographic to have successful results. The more information you can learn about customers to understand their perceived needs and desires the more accurate and effect your message will be.
When starting to create the list of buyer personas, I recommend only starting with a maximum of three, until you have your CRM and Facebook integration set up and getting results. Otherwise, you will become overwhelmed with data and unable to analyze the results.
Combining the horizontal list of buying stages and the vertical list of buyer persona you have your customer’s map and can begin to plot their course, as you take them through the selling process. Few tools are as time saving and profitable as an effective CRM with a Buyers Map.
The Benefits of CRM Integration with Facebook
So, for example we have a potential customer that is male, aged 25 years, professional and he's perceived that he needs a holiday. He is beginning the buying journey. An effective Facebook Ad will tailor the holiday message such that the buyer engages his emotional unawareness and reacts to a headline like “Need a Holiday? Here are 7 holidays Ideas for young professional guys.” This ad would be targeting Facebook’s audience of men, single, aged between 20 to 30 years. Knowing your demographic is important – Millennials do not like being called millennials so avoid that term.
Facebook has opened up their API system to many of the CRM systems. In fact, all of the top ten CRM programs on the market today have an integration with Facebook which can create these lists and connect to your Facebook account in real-time. This is very useful in creating an ad message that fits the latitude and longitude of your buyer stage list and buyer persona.
Facebook integration and CRM systems, like the free version of HubSpot CRM, allow you to track a potential customer using Facebook pixel. You can then build Facebook remarketing ads to follow the other buying journey stages and reduce the advertising costs by only showing later stage buyer ads to the right prospects.
In your CRM system, you will have 9 lists for example\
Buyer Persona A - Awareness Stage
Buyer Persona A - Consideration Stage
Buyer Persona B - Decide Stage
Buyer Persona B - Awareness Stage
Buyer Persona B - Consideration Stage
Buyer Persona B - Decide Stage
Buyer Persona C - Awareness Stage
Buyer Persona C - Consideration Stage
Buyer Persona C - Decide Stage
As you collect the data for the prospect moving through their buying journey, each list is integrated in real-time with Facebook. This makes it easier to create a Facebook ad for that group and you don't need to keep updating lists on Facebook. As you can see the integration of CRM and Facebook through Buyer mapping can be very cost effective and profitable and conversion rates increase.