Understanding your client’s buyer journey
Your client’s buyer journey looks something like this.
Image via Kevin Whelan
First, they become aware of you through a referral, Google search, or social media. Maybe they heard you on a podcast. This is the awareness stage of the journey.
Then, once they’ve landed on your website or directory profile, they’re in the consideration stage. They may read your About page or blog posts. But they’re not ready to buy yet.
Conversion is the next stage after they’ve decided to become a paying client. You may think the buyer journey ends here, but there’s one more stage.
After they’ve become a client, they’re in the retention stage. Often a client graduating from therapy is a good thing, but if you’re struggling to retain clients, then it can be a problem.
This buyer journey framework can be helpful when prioritizing your marketing efforts. For example, it doesn’t make sense to focus on the conversion stage if potential clients aren’t even aware of you.
But if you’re getting visitors to your website and no one is converting, then your conversion stage probably needs attention.
Kevin Whelan, a marketing consultant and advisor, recommends the 80/20 principle: focus 80% of your resources on one stage and 20% on everything else until you’re ready to move into a new focus.
How long you spend on each depends on what needs to be done.